From Building 10K to Leading Atlantic: Elliot Grainge at Trapital Summit

Elliot Grainge, the CEO of Atlantic, brought a candid yet calculated perspective to the Trapital Summit stage. Having built 10K Projects from the ground up before leading Atlantic, Grainge reflected on the lessons of independence and the realities of operating inside a major label system. His talk moved fluidly from personal stories to broad insights about the industry, always circling back to the importance of artists and authenticity. With his mix of entrepreneurial grit and executive experience, Grainge offered a unique window into where music is headed. The conversation balanced his reflections on building an independent label with his vision for leading a global major.

From 10K Projects to Atlantic

Grainge began by revisiting his years running 10K Projects, a company he founded to champion emerging talent. He explained that the label started with a focus on giving artists a chance when others overlooked them. Those early days were a crash course in every part of the business, from signing and developing talent to marketing on limited resources. He said being independent meant handling everything and learning by doing, which became invaluable preparation for later opportunities.

He described the risks of starting out as both daunting and energizing. Without a safety net, every decision carried extra weight. He recalled that independence taught him how to trust his instincts and stay close to artists. The flexibility of a small team also allowed 10K to adapt quickly to new platforms and trends. These lessons shaped his approach when the company grew and when he later transitioned into Atlantic.

The move to Atlantic brought a different set of challenges and opportunities. Grainge described how the resources at a major are expansive, but focus becomes even more important at scale. He emphasized that the fundamentals remain the same: if the work is not centered on the artist, nothing else matters. His goal, he said, has been to bring the entrepreneurial spirit of 10K into the structure of Atlantic. He positioned Atlantic not as a replacement for his indie roots, but as a larger platform to apply those values.

Grainge also acknowledged the skepticism some have about moving from independence to a major. He noted that of course the experience is different, but at its core the job remains about helping artists cut through. He said he has learned to navigate the expectations of shareholders while still advocating for artists. His reflections framed Atlantic not as a machine that strips independence but as a platform that can amplify it when used correctly.

Keeping an Indie Spirit Inside a Major

One of the strongest themes in Grainge’s talk was maintaining authenticity in a corporate environment. He explained that just because he now works inside a major does not mean he forgets what got him there. He described how Atlantic’s leadership encourages entrepreneurial thinking and risk-taking, with teams urged to act like independents to stay fresh. His emphasis was on being nimble even while operating at scale.

He also spoke to artists’ concerns about losing their identity when signing to a major. Grainge acknowledged that fear but pushed back on the idea that independence and majors are mutually exclusive. He said the key is control: if the artist has control, then the structure around them matters less. For him, it comes down to building trust in every deal and relationship. He said that conversations with artists often revolve around this balance.

Grainge highlighted the importance of culture within the company as well. He stressed that teams must love the music first in order to market it effectively. His approach is people-driven, making sure executives and staff are connected to the artists they support. This alignment, he argued, is what allows Atlantic to compete with smaller, more agile players. He said that building a company culture rooted in passion is the only way to stay competitive long term.

He expanded on the idea of internal culture by pointing to Atlantic’s track record of artist longevity. He said the label’s legacy comes not from chasing every trend but from sticking with artists over multiple projects. The ability to take risks within the framework of a major has helped Atlantic remain relevant. For Grainge, the best way to keep an indie spirit alive is to never lose sight of why the company exists: to serve artists and their audiences.

Artist Development and Long-Term Strategy

Grainge spoke directly about the pressures of the current music economy, where hits rise and fade quickly. He noted that the challenge today is not just making a song go viral but building a career that lasts. Breaking records is important, but sustaining artists over years is the true test. He underscored that consistency, not a single viral moment, is what defines long-term success. He said Atlantic’s role is to help artists move from moments to movements.

He described how Atlantic invests in long-term artist development by pairing new talent with experienced A&R teams and designing tailored marketing plans that fit each artist’s identity. He emphasized that there is no one-size-fits-all approach anymore and that labels must meet artists where they are. His focus on customization reflected both his indie roots and his current scale. He shared that these personalized approaches often determine whether an artist builds a catalog or fades after one single.

Grainge also addressed the pressure from shareholders and the market. He explained that it is always a balance between delivering hits and building catalogs that endure. He positioned himself as someone comfortable with that tension, using it to drive both short-term wins and long-term strategy. His framing made clear that he views artist development as central to Atlantic’s value. He argued that long-term investments ultimately strengthen the company’s reputation and sustainability.

He went on to say that Atlantic must continue to adapt as consumption habits evolve. Fans listen differently now, moving between platforms and formats. Grainge said part of long-term strategy is recognizing how artists can be present across audio, video, and live experiences. Developing an artist today means preparing them for multiple touchpoints, not just a record release. This, he argued, is how careers are built in the current landscape.

Marketing, Influence and Culture

Marketing was another key area of Grainge’s talk. He stressed that successful campaigns come from culture, not just budgets. He explained that money alone cannot buy cultural relevance and that fans know when something is authentic and when it is not. He said Atlantic’s strategy is to connect artists to real communities, whether through collaborations, social platforms, or grassroots engagement. His emphasis was that marketing must start with culture, not follow it.

He also discussed the changing role of influence in music. With platforms like TikTok shaping discovery, Grainge noted that labels have to think differently. He said that while a meme can break a song, it cannot build a career on its own. Virality is valuable but must be connected to a larger plan. If labels chase every trend, he cautioned, they risk losing sight of the artist. He argued that longevity cannot be outsourced to algorithms.

Grainge underscored that marketing at its best is about amplifying what is already there. He explained that the artist sets the tone and the label helps turn up the volume. That approach, he argued, is what keeps campaigns from feeling forced. His comments reflected a belief that culture cannot be manufactured, only supported. He said the most effective marketing comes when the label is amplifying an authentic story.

He added that true marketing success often comes from consistency rather than one-off campaigns. Fans need to see an artist’s story reinforced across multiple touchpoints. For Grainge, this means creating sustained engagement rather than quick bursts of attention. He said this philosophy informs Atlantic’s approach to marketing across its roster. It is about building familiarity and trust with fans over time.

Facing the Future: A.I. and Authenticity

When asked about the role of artificial intelligence in music, Grainge struck a cautious but open tone. He said AI is here to stay and the question is how it will be used. He emphasized that technology should enhance, not replace, creativity. Music, he argued, is human at its core and cannot be automated. He stressed that while AI may create efficiencies, it cannot capture what makes music meaningful.

He also noted the responsibility of labels to protect artists in this new landscape. He said it is essential to make sure rights are respected and that artists know their work will not be exploited. For Grainge, this is less about rejecting technology and more about guiding its use responsibly. He framed Atlantic as a company willing to adapt but unwilling to compromise on values. He positioned this as a key role for labels moving forward.

Grainge expanded on this by pointing out that technology has always changed how music is made and consumed. From vinyl to streaming, every era has faced disruption. What matters, he said, is ensuring that artists remain at the center of those shifts. AI will likely create new ways to make and share music, but the industry must ensure those changes benefit creators. He said authenticity is the guiding principle no matter what tools are used.

Grainge closed his remarks by returning to the importance of trust. He said that at the end of the day, the business comes down to relationships. Without trust, nothing else stands. The audience responded strongly, signaling that his balance of independence and corporate leadership struck a chord. His words framed Atlantic as both a major label and a place where the spirit of independence still matters.