Elliot Grainge

Founder of 10K Projects and CEO of Atlantic Music Group; discusses label leadership, his experience selling 10K Projects, and perspectives on artist development and AI in music.

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Sep 18, 2025 • 20min

Elliot Grainge on Atlantic’s Future, AI, and Selling 10K Projects

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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