{"id":3762,"date":"2025-10-02T13:34:05","date_gmt":"2025-10-02T16:34:05","guid":{"rendered":"https:\/\/www.clasicosnoticias.com.ar\/?p=3762"},"modified":"2025-10-02T13:34:05","modified_gmt":"2025-10-02T16:34:05","slug":"elliot-grainge-talks-first-year-as-ceo-of-atlantic-good-music-good-songs-good-artists-are-forever","status":"publish","type":"post","link":"https:\/\/www.clasicosnoticias.com.ar\/?p=3762","title":{"rendered":"Elliot Grainge Talks First Year As CEO of Atlantic: \u2018Good Music, Good Songs, Good Artists Are\u00a0Forever\u2019"},"content":{"rendered":"
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\n\tIt\u2019s been exactly one year and one day since Elliot Grainge <\/strong>became chairman\/CEO of the Atlantic Music Group<\/a>. At the time, it was a move that shocked many in the industry \u2014 Grainge was just 30 years old, had only a year of experience within the major label system, and was replacing a longtime respected leader in Julie Greenwald<\/strong>. Not to mention the fact that his music industry pedigree, as the son of one of the industry\u2019s most powerful men in Universal Music Group chairman\/CEO Lucian Grainge<\/strong>, loomed large over him.<\/p>\n

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\t\t\t\t\tElliot Grainge Unlocks the Secret Formula Behind Making Hit Songs | Billboard On the\u00a0Record\t\t<\/p>\n<\/h3><\/div>\n

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\n\tOne thing detractors couldn\u2019t take away from the younger Grainge, however, was that he knew how to make a song go viral. As founder\/CEO of his own independent label, 10K Projects, of which he sold a 51% stake to Warner Music Group<\/a> in 2023, Grainge and his team achieved a string of digital hits with songs like \u201cIn Ha Mood\u201d by Ice Spice<\/a>, \u201cSunday Best\u201d by Surfaces,<\/a> \u201cMiss The Rage\u201d by Trippie Redd<\/a>, \u201cLemonade\u201d by Internet Money<\/a>, \u201cMad At Disney\u201d by Salem Ilese and more. He was early to identify and champion the SoundCloud rap scene, and hit his stride during the pandemic lockdowns with TikTok anthems.<\/p>\n

\n\tStill, in a traditional label world of radio promotion campaigns and corporate red tape, success at AMG did not feel guaranteed for the young executive.<\/p>\n

\n\tOne year later, his vision for Atlantic Music Group \u2014 which includes Atlantic Records, 10K Projects, 300 Entertainment, Roadrunner and Fueled by Ramen \u2014 is starting to take shape. During his tenure, Grainge has overseen a series of sizable layoffs and restructures to remake the major in his image. Today\u2019s Atlantic is more digitally-focused, with a smaller staff and a number of 10K top brass installed at the top, like Zach Friedman<\/strong> as COO and Tony Talamo<\/strong> as general manager. (The two previously served as 10K\u2019s co-presidents and also provided the indie with digital marketing services through their own firm Homemade Projects.)<\/p>\n

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\t\t\t\t\tA New Era: Inside Warner Music Group As Elliot Grainge Prepares to Take Charge of\u00a0Atlantic\t\t<\/p>\n<\/h3><\/div>\n

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\n\tIt\u2019s hard to deny the success. In the last year, Atlantic\u2019s sagging current market share, which had fallen from 9.16% at the end of 2021 to 5.24% as of mid-year 2024, has improved to 7.75% (with the addition of 10K\u2019s 1.51%) through the end of September 2025, and Grainge\u2019s regime has broken still-emerging Atlantic artists like Ravyn Lenae<\/a>, Alex Warren<\/a> and The Mar\u00edas<\/a> to new heights. In the last two weeks, two different Atlantic signees have held the No. 1 spot on the Billboard <\/em>200 with Breach <\/em>by Twenty One Pilots<\/a> and Am I The Drama? <\/em>by Cardi B<\/a>. \u201cAPT.\u201d by ROS\u00c9<\/a> and Bruno Mars<\/a> and \u201cAzizam\u201d by Ed Sheeran<\/a> have furthered the success of already-cemented stars. Clairo<\/a> and Hilary Duff<\/a> have just joined the fold<\/a>.<\/p>\n

\n\tSeveral of those artists were already on the roster before Grainge joined, but since he has taken the helm, there has been a measurable upward shift in the company\u2019s performance and a number of chart hits.<\/p>\n

\n\tTo talk through his first year as the Atlantic CEO, and how he envisions the future of labels, Grainge sat down for an interview for Billboard\u2019s <\/em>new music business podcast, On the Record. <\/em>Excerpts from the conversation are below. (Disclosure: this writer worked at 10K Projects from 2020 to 2021.<\/em>)<\/p>\n

\n\tWatch or listen to the full episode of On the Record <\/em>on YouTube, Spotify or Apple Podcasts here<\/a>, or watch it below:<\/p>\n

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