Elliot Grainge’s Internal Memo to 10K Projects Staff Following Atlantic Move: ‘Business As Usual’

In the wake of his major move to the new title of Atlantic Music Group CEO, 10K Projects founder/CEO Elliot Grainge sent a note to the staff of the label that he founded, which was obtained by Billboard, saying that “we don’t expect any changes to take place at 10K” and that the shift represents “business as usual.”

Earlier today (Aug. 1), the Warner Music Group announced a major executive shakeup, which will see CEO of Recorded Music Max Lousada exit the company at the end of September and Grainge move into the CEO role of Atlantic Music Group, with longtime leaders Julie Greenwald moving to chairman and Craig Kallman remaining CEO of Atlantic Records. As part of the shift, 10K — which had operated as a standalone label since Grainge brought it to WMG last September — will become part of Atlantic Music Group, alongside 300 Elektra Entertainment.

“This new structure will give the 10K team and artists more visibility, more global exposure, and bigger opportunities across the Atlantic and WMG network,” Grainge wrote, adding that he’d continue to work alongside 10K co-presidents Zach Friedman and Tony Talamo “to create opportunities for our amazing roster of artists.”

Grainge, the son of Universal Music Group chairman/CEO Lucian Grainge, founded 10K as an independent company in 2016, and saw success with artists such as XXXTentacion, Trippie Red, Ice Spice and Surfaces, among a slew of others. Originally affiliated with the Capitol Music Group, 10K moved to Warner in September, and Grainge joined WMG’s global leadership team. He’ll now helm one of the most historic and decorated label groups in recorded music history.

Read Grainge’s full letter below.

Dear 10K Family,

This good news is confidential until the official announcement which will be issued shortly, but I wanted all of you to hear it from me first. I wanted to let you know that I have accepted the extraordinary opportunity to become CEO of Atlantic Music Group. As part of this change, in the coming weeks, 10K will officially join Atlantic Music Group, alongside Atlantic Records and 300 Elektra Entertainment. I am so happy that this new role allows me to continue to be able to work with Zach, Tony and all of you to create opportunities for our amazing roster of artists. This new structure will give the 10K team and artists more visibility, more global exposure, and bigger opportunities across the Atlantic and WMG network. We don’t expect any changes to take place at 10K. It’s business as usual moving forward, so I’m counting on your focus and dedication more than ever. Thank you from the bottom of my heart for all that you have done to make 10K Projects the incredible place it is today and for the future. I’m looking forward to our next chapter together. 

Sincerely, Elliot