You don’t hear his voice, but you see his vision. Elliott Grainge runs 10K Projects like a start-up disguised as a label — agile, data-literate, ruthless in taste. He’s building the infrastructure for the TikTok generation of artists who don’t need a middleman, just momentum. And while his roster quietly dominated the charts, he was tapped to bring that same ethos to one of the most legendary labels in the game: Atlantic Records. Can he apply his magic to a major label? We’ll have to see, but as a kid raised by the industry, if anyone can do it, it’s him.
