Elliot Grainge is the charismatic founder of 10K Projects, and it was announced that he will take over AMG from October 1, 2024-onwards, a somewhat radical change in leadership for the historic label. An animation of an independent spirit into bold and innovative strategies for artist development is what Grainge has in store to see Atlantic through in the rapidly changing music industry.
Building 10K Projects into a powerhouse of emerging talent, Grainge brings to AMG a refocused emphasis on balancing support for global superstars with nurturing new voices. His leadership style believes in creative freedom and a leaner, more agile business model-one that can adapt to the new demands of a streaming-dominated landscape.
“AMG is going to be incandescently creative, deeply passionate about artists and their fans,”
Grainge said in a statement, adding his aim is to
“build on the extraordinary achievements of the last two decades while honoring the independent DNA of our labels.”
At the forefront of Grainge’s vision stands an executive powerhouse-team handpicked to lead AMG into its next chapter. Key appointments include Lanre Gaba, who has been promoted to President of Hip-Hop, R&B, and Global Music-a division that has long been Atlantic’s cornerstone. Gaba brings crucial expertise in keeping Atlantic at the top of hip-hop and R&B, while Kevin Weaver, still President of West Coast Operations, will continue driving blockbuster projects like Barbie The Album.
Meanwhile, Marsha St. Hubert has been named EVP, Head of Marketing, Hip-Hop and R&B. A highly innovative marketer, St. Hubert has often pushed the boundaries and is likely to continue doing that for some of Atlantic’s biggest names. On the pop/rock side, Brandon Davis and Jeff Levin join as EVPs/Co-Heads of A&R, while Marisa Aron has been named EVP of Marketing, Pop/Rock.
The newly signed group is proof that AMG is sticking to its policy of dominance in major genres through strategic leadership. To provide continuity for the label’s success while giving it room to grow under Grainge’s overarching vision, 10K Projects—at Grainge’s original label and now an AMG stand-alone label—is making two promotions: Nicholas Ziangas and Molly McLachlan have been upped to Co-Presidents.
In one of the largest changes, longtime Atlantic co-chairman and CEO Craig Kallman welcomes a new title of Chief Music Officer. This allows Kallman to be free to focus on creative innovation, working directly with artists, while passing more day-to-day operations to the new executive staff. Co-president of 10K Projects Zach Friedman is brought into the fold as the new Chief Operating Officer of AMG, while Tony Talamo has joined on as the General Manager of the company.
The big restructuring also saw sizeable shifts across the board, including Dave Rocco, the former Chief Creative Officer at Republic, now at the helm as President of Creative. Warner Music Group chief executive Robert Kyncl referred to Grainge’s picks as a team
“that combines a wealth of experience, a diversity of expertise, and a commitment to excellence.”
The transition has not been without hiccups, though. As part of the restructuring process, AMG let go of about 150-175 employees, a tough but calculated move designed to streamline operations and fall in line with the broader Warner Music Group strategy to maximize creative output with leaner organizational structure.
Meanwhile, some employees have faced tough losses, Grainge’s vision is a sign that the label is trying to reshape and posture better in the digital-first era. This restructuring, Kyncl said, is necessary to keep AMG
“agile and adaptable in an industry where the traditional rules are constantly being rewritten.”.
Elliot Grainge’s appointment heralds a new era for Atlantic, one pivoted on independence, innovation, and the balancing of established stars with fresh talent. Manned by a leadership that reflects deep industry knowledge and an eye to the future, Atlantic is positioned to do more than just continue its historic success; it’s going to cut new terrain in the ever-evolving musical landscape.
As Warner Music Group CEO Robert Kyncl himself put it:
“We’re opening an exciting new chapter in the story of an iconic label, and we’re ready to do big, bold, brave things together.”
Undeniably, with this new leadership, eyes are on how Atlantic navigates this transformation and points the way forward for the next era of global music.