Trapital Elliot Grainge on Atlantic’s Future, AI, and Selling 10K Projects
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Sep 18, 2025 Elliot Grainge, founder of 10K Projects and CEO of Atlantic Music Group, shares insights on his recent leadership transition. He reflects on selling 10K Projects and the emotional journey behind it. Elliot discusses how scrappy tactics can be adapted for superstars like Bruno Mars and Ed Sheeran, particularly in creating cultural moments and employing real-time marketing strategies. He also explores the impact of AI on the music industry, offering a forward-thinking perspective on artist development and innovation.
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Selling His Baby Carefully
- Elliot Grainge describes the emotional complexity of selling 10K Projects and choosing a custodian for the artists.
- He prioritized artist welfare and retained day-to-day influence after moving 10K into Atlantic/Warner.
Indie Scrappiness + Major Levers
- Being inside a major label reveals unique levers that independents lack, which can help artists when used well.
- Grainge sees value in combining indie scrappiness with major-label scale as Atlantic's "superpower."
Alex Warren Case Study
- Grainge uses Alex Warren as a case study: fresh eyes plus influencer tactics and radio created a breakout hit.
- He blended 10K's influencer approach with Atlantic's global radio and promotion tools to scale the song.