10K Projects – the independent record label that has been behind some of the biggest names and hits from the better half of a decade has made a major move. Announced on Tuesday, September 5th, 10K Projects has officially launched a joint venture with Warner Music Group, becoming a standalone label within the WMG ecosystem.
Founded by Elliott Grainge in 2016, 10K Projects has taken massive strides over the past 7 years of business. Alongside their stacked artist roster including the likes of Trippie Redd, Surfaces, Salem Ilese, Between Friends, iann dior, JELEEL!, among others, 10K Projects also acquired “Homemade Projects” founded by Zach Friedman and Tony Talamo who are now the Co-Presidents at 10K Projects via a deal in 2022. The deal merged their artist roster including Surfaces, COIN, and Salem Ilese, their influencer management company that includes Jake Shane, Larray and nearly 20 others, and an entire budding merchandise operation.
Elliott Grainge, who is the son of Lucian Griange – the Chairman/CEO of Universal Music Group ignites an independent move of his own, leaving the previously partnered ecosystem of UMG for WMG. Having already established a name for himself within the music industry, this move furthers the narrative of Grainge doing it independently of his father’s success, the same independent mission of the label.
The CEO said on the move, “Joining Warner Music Group provides us with the backing, the collective expertise and vision to empower our artists and our employees on the next phase of our journey. Max and Robert have been making all the right moves to position WMG for the future in what I think is one of the most fertile and exciting growth periods for the global music business. They have also shown that they value the kind of independent spirit and commitment to artist development that has made 10K successful so far. I know I speak for Zach, Tony and the entire team when I say how excited we are to get started in our new home.”
With the new backing of Warner’s resources and investment, 10K Projects seems to be positioned to continue on their meteoric rise for years to come.