10K Projects
10K Projects is an independent Los Angeles-based record label founded in 2016 by Elliot Grainge, signing and developing over 40 emerging artists across hip-hop, pop, R&B, and alternative genres, with distribution via Atlantic Music Group.
- Company typePrivate
- Founded2016
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What 10K Projects does
10K Projects is an independent record label and music publisher founded in 2016 by Elliot Grainge and headquartered in Los Angeles, California. The label discovers, signs, and develops emerging artists across hip-hop, pop, R&B, alternative, and electronic genres, with a roster of over 40 acts including Ice Spice, Trippie Redd, Aminé, Surfaces, Salem Ilese, Artemas, Dro Kenji, and international acts such as PSYCHIC FEVER (Japan) and Nafeesisboujee (South Africa). Its core offering is artist development, production support, marketing, and global distribution, with distribution infrastructure provided through its embedded relationship with Atlantic Records and the Atlantic Music Group. Revenue is generated through music streaming royalties, sales, publishing rights, and synchronization licensing on platforms including Spotify, Apple Music, YouTube Music, and TikTok.
The label's go-to-market centers on identifying emerging talent—often via TikTok-driven discovery—and providing label infrastructure without imposing the traditional major-label creative constraints it markets itself against. Marketing leverage is concentrated on organic social (TikTok, Instagram, YouTube) feeding into DSP consumption. In 2025–2026, 10K Projects expanded through a joint venture with Runway Records for emerging hip-hop, a collaboration with 2101 Records and Atlantic on RedOne's A.W.A.M. album, and a multi-party arrangement with Internet Money Records for select artists. The label has also faced a $4 million lawsuit filed in November 2025 alleging misconduct tied to a joint venture, which represents a material reputational and financial risk requiring diligence.
10K Projects firmographics
Firmographics- Name
- 10K Projects
- Legal name
- 10K Projects
- Website
- https://10kprojects.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 10K Projects is an independent Los Angeles-based record label founded in 2016 by Elliot Grainge, signing and developing over 40 emerging artists across hip-hop, pop, R&B, and alternative genres, with distribution via Atlantic Music Group.
- Ownership category
- akta.pro rank
10K Projects industry classification
Industry- Product category
- Record Label Services
- NAICS
- Record Production and Distribution (51225), Music Publishers (512230), Music Publishers (51223)
- SIC
- Miscellaneous Publishing (2741)
- akta.pro primary industry
- Indie Publishing & Label Services (Funding, Marketing, Release Management) (MPAFABAF)
Keywords
Where 10K Projects is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
10K Projects business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Music streaming and sales: Revenue generated through music streaming on platforms like Spotify, Apple Music, YouTube, and other DSPs. Artists generate income through streams, downloads, and digital sales.
- Artist development and publishing: Record label revenue from artist development, publishing rights, and synchronization licensing deals for recorded music.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
10K Projects product offering
Product offeringCore offering
10K Projects is an independent record label and music publisher that signs emerging artists across hip-hop, pop, R&B, alternative, and electronic music. The company provides artist development, music production support, marketing, promotion, and global distribution through major digital streaming platforms via its partnership with Atlantic Records/Atlantic Music Group.
Product overview
10K Projects is a record label operating as a single unified platform for artist development and music publishing. The company provides artist signing and development services, representing a diverse roster of over 40 artists across genres including hip-hop, trap, pop, R&B, alternative, and electronic music. The core offering centers on the label's partnership network, where artists receive production support, marketing, and distribution services in exchange for representation. Notable signed artists include Ice Spice, Trippie Redd, Aminé, Surfaces, and numerous emerging artists. The platform positions itself as serving artists who prioritize creative integrity alongside commercial success.
Differentiator
Problem solved
Functional benefit
Products and services
- 10K Projects Record Label An independent record label providing artist signing, artist development, music production support, marketing, promotion, and global distribution services for emerging musicians across genres including hip-hop, pop, R&B, alternative, and electronic music.
Quantifiable outcome
- Multiple artists with hundreds of millions of streams and billions of views
- +3 more outcomes
Companies that use 10K Projects
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
10K Projects technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
10K Projects partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major and core.
- 2101 RecordsmajorCollaborative partnership on the landmark album project 'A.W.A.M.' by RedOne featuring major African and international artists including Davido, Ayra Starr, French Montana, Rema, Akon, Ne-Yo, and Jason Derulo. Created in collaboration with CAF and host nation Morocco.
- Atlantic Recordscore10K Projects operates as part of the Atlantic Music Group ecosystem. Atlantic Records provides distribution infrastructure, industry resources, and strategic support for artist development and releases.
- Runway Recordscore10K Projects signed a joint venture with Runway Records to create a developmental hub focused on emerging hip-hop artists. This partnership combines the expertise and resources of both labels to identify, develop, and support rising talent in the hip-hop genre.
- Internet Money RecordscorePartnership with Internet Money Records for artist Dro Kenji, who is signed to Mira Touch/Internet Money Records/10K Projects. This multi-party arrangement combines resources for artist development.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
10K Projects competitors and assessment
Company assessmentDirect peers
- EMPIRE Distribution: Independent music company handling distribution, label services, and publishing. Directly comparable as a leading indie operator combining label services with worldwide distribution — serving similar emerging-artist segments with a similar revenue mix of streaming royalties and licensing.
- 88rising: Independent music label and media company focused on Asian and Asian-American artists. Comparable for its indie-label scale, genre-blending roster, and culture-led brand positioning targeting digitally native audiences — a model 10K Projects emulates with international acts like PSYCHIC FEVER.
- Create Music Group: Independent music company combining label, publishing, and distribution services. Comparable in scale and operating model as a digitally native indie that signs, develops, and distributes emerging artists across hip-hop and pop.
- Internet Money Records: Independent hip-hop/pop label founded by producer Taz Taylor. Comparable as a similarly-sized indie label leveraging TikTok-era producer networks and digital-native A&R; the two labels even share a joint signing (Dro Kenji), evidencing direct overlap in artist and partner relationships.
- Rostrum Records: Independent record label historically associated with Mac Miller and Wiz Khalifa. Comparable as a mid-sized indie label with a hip-hop/alternative roster and a similar model of artist development and digital-era marketing.
- Quality Control Music: Independent hip-hop label known for artists like Migos and Lil Baby. Comparable as an indie hip-hop label that built major commercial traction while remaining independent, with similar A&R-driven signing strategies and reliance on social/digital channels for breakout hits.
Broad incumbents
- 10K Projects (Atlantic Music Group): Atlantic Records / Atlantic Music Group. Comparable as the parent-distribution partner and major-label incumbent whose infrastructure underwrites 10K Projects' global reach; an overlap exists in signed hip-hop/pop artists but Atlantic operates as a broad major across many sublabels.
- Interscope Records: Major-label incumbent under Universal Music Group. Comparable as a destination for breakout indie artists that may ultimately lure away 10K Projects' roster, and as an incumbent competing for the same pop/hip-hop/R&B emerging-artist pipeline.
- Def Jam Recordings: Major hip-hop-focused label under Universal Music Group. Comparable as an incumbent competing for the same artist pool, especially emerging hip-hop talent; overlaps with 10K Projects on genre and signing targets but offers much broader resources.
Emerging players
- ONErpm: Independent music distribution and label services company with a strong emerging-markets footprint, including Latin America and Africa. Comparable to 10K Projects' new African-market JV ambitions via RedOne/A.W.A.M. and its indie label-services model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
10K Projects social profiles
Digital presence10K Projects financial estimates
Financial estimateRevenue estimate
Valuation estimate
10K Projects leadership team
Management profileNumber of profiles
Profiles1 record
10K Projects funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10K Projects M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 10K Projects
What does 10K Projects do?
10K Projects is an independent record label and music publisher that signs emerging artists across hip-hop, pop, R&B, alternative, and electronic music. The company provides artist development, music production support, marketing, promotion, and global distribution through major digital streaming platforms via its partnership with Atlantic Records/Atlantic Music Group.
Is 10K Projects a public or private company?
10K Projects is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 10K Projects founded?
10K Projects was founded in 2016. It employs 11 to 50 people.
Where is 10K Projects based?
10K Projects is headquartered in Los Angeles, United States, in the North America region.
How does 10K Projects make money?
Two revenue lines are on record. Music streaming and sales are the primary driver. The others are artist development and publishing.
Who are 10K Projects's main competitors?
Direct peers on record are EMPIRE Distribution, 88rising, Create Music Group, Internet Money Records, Rostrum Records and Quality Control Music. Broad incumbents are 10K Projects (Atlantic Music Group), Interscope Records and Def Jam Recordings. ONErpm is listed as an emerging player.
Does 10K Projects have an API?
No public API is recorded for 10K Projects.
What industry is 10K Projects in?
10K Projects's product category is Record Label Services. Its primary akta.pro industry code is MPAFABAF, Indie Publishing & Label Services (Funding, Marketing, Release Management). Its NAICS code is 51225 and its SIC code is 2741.