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10K Projects
Founded2017 (2017)
FounderElliott Grainge
Distributor(s)Caroline (U.S.)
GenreVarious
Country of originU.S.
LocationLos Angeles, California
Official websitewww.10kprojects.com

10K Projects is a Los Angeles, California-based independent record label that releases a variety of music styles including hip hop, rock, pop, indie, crossover, among others. It was founded by Elliott Grainge in 2017.

The artist roster includes Trippie Redd, Surfaces, Alec Wigdahl, AUSTN, iann dior, Kierra Luv, Lil GNAR, lilspirit, Peach Tree Rascals, POORSTACY, Quin NFN, TyFontaine and 2rare, among others. The label has joint ventures with Taz Taylor’s Internet Money a collective of artists and producers. Controversial rapper Tekashi 6ix9ine (aka Daniel Hernandez) was previously signed to the label releasing two albums. [1] The label also releases film soundtracks.

10K Projects has obtained 18 gold and 8 platinum or multi-platinum singles and has generated more than 10.5 billion streams for its artists.

Label history

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Background

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Grainge grew up in Northern London. As the son of music executive Lucian Grainge. He would go with his father into the studio to watch artist recording sessions, and developed an interest in music and the music business.

In 2009, Grainge’s father moved to the United States to become Chairman/CEO of Universal Music Group. At the time, the younger Grainge also migrated, entering Boston’s Northeastern University, where, as a student, he launched a bottle service club promotion business at several area dance and hip-hop clubs. After completing his education, Grainge moved to Los Angeles and created a record label called Elliott Grainge Entertainment. The label was renamed 10K Projects in 2016.[2]

A&R, signings, releases

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The new label began signing acts that Grainge found via the SoundCloud’s emerging hip-hop scene.[3][4] 10K Projects signed a distribution deal with UMG’s Caroline in 2017.[2]

The first signings to 10K Projects were Trippie Redd and Tekashi 6ix9ine. Redd’s mixtape, A Love Letter To You, was released on May 14, 2017,[5] and reached No.64 on the Billboard 200,[6] and was certified gold for sales of 500,000 copies.[7] In October 2017, Redd's second mixtape, A Love Letter To You 2 debuted at No.34 on the Billboard 200.[8] That was followed by Tekashi’s, "Gummo," single release on November 10, which peaked at No.12[9] on the Billboard Hot 100 and sold half million copies.[10] The rapper’s debut mixtape, Day69, released jointly by ScumGang Records and 10K Projects, came out on February 23, 2018, went to No.4 on the Billboard 200,[11] and earned a gold certification as well.[12]

In January 2019, 10K Projects expanded into pop music with the artist Austin Brown, who releases records as AUSTN. [13]

10K Projects entered into a joint venture with Taz Taylor’s artist/producer coalition Internet Money, which has a roster of Grammy-nominated producers, such as Nick Mira and JR Hitmaker, and has worked with artists such as Drake, Juice WRLD as well as Trippie Redd. The combined companies released their first single, "Somebody," featuring Lil Tecca and A Boogie Wit Da Hoodie in October 2019, and it was certified gold in February 2020. They also signed iann dior and POORSTACY, among others.[14] dior's debut mixtape, nothings ever good enough, released April 2019, was executive produced by Taylor. The eight-track collection included dior's single, "Emotions”,[15] which was certified gold in July 2020. [16] In November 2019, 10K Projects released dior’s debut album Industry Plant, which features artists Trippie Redd, Blink 182’s Travis Barker, and Gunna. Industry Plant includes the single, “Gone Girl”, which the RIAA certified gold in February 2020. [17] In June 2020, dior’s second album, I’m Gone, included the single, “Prospect”, featuring Lil Baby.

In August 2019, Redd’s next album, !, debuted at No.3 on the Billboard 200.[15] That month, 10K Projects’ Grainge and Create Music Group co-founders and CEO Jonathan Strauss and COO Alexandre William entered into a joint venture with digital marketing and record label Homemade Projects, including artist Jacob Sartorius and others. Homemade was already working on 10K Projects’ artists Surfaces, AUSTN, NEbu Kiniza and others[13] on touring, digital marketing and merchandise. The two companies initially broke Surfaces’ single, "Sunday Best", by utilizing TikTok influencers to help the song go to No.19 on the Billboard Hot 100. [18]

In December 2019, Trippie Redd’s A Love Letter to You 4, went to No.1 on the Billboard 200.[19]

Texas pop duo Surfaces – Forrest Frank and Colin Padalecki – released their second album, Where the Light Is, on 10K Projects in January 2019. The duo released their third 10K Projects album, Horizons, in February 2020, and performed “Sunday Best” on Late Night with Seth Meyers in March. The group reached No.1 on the Billboard Emerging Artist Chart. [20] 10K Projects continued to work Surfaces’ “Sunday Best” and it went to the No.19 Billboard Hot 100 chart position, and achieved over half a billion plays on Spotify. [21] The duo collaborated with Elton John for a track on the album titled Learn to Fly, which came out June 12.[18] An August 2020 performance of “Sunday Best” followed on The Tonight Show with Jimmy Fallon. [22]

Canada’s Turbo joined the label in May 2020 for a joint venture between Internet Money/10K Projects/Homemade Projects. Internet Money’s Alec Wigdahl released his first single, “Cologne,” on 10K Projects in spring 2020. [23] In addition, WizTheMC signed with 10K Projects in August 2020. [24]

In August 2020, along with Internet Money, 10K Projects released the single, “Lemonde” featuring Gunna, Nav, and Don Toliver. [25] That song, and “Somebody” is featured on the collective’s debut album, B4 The Storm, which was released in August. [26]

10K Projects compiled, and released in August 2020, their first soundtrack album, to accompany the release of the film, Bill & Ted Face The Music. Artists on the album include Weezer, Mastodon, Cold War Kids, Lamb of God, FIDLAR, and Bill and Ted’s band, Wyld Stallyns.[27]

Philanthropy

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In June 2020, the label established 10K Together, a charitable arm of the record company designed to fight issues of social justice, including racism in the music industry. The 10K Together committee pledged $500,000 over five years to support these causes.[28] The three components of 10K Together work includes: charity contributions such as an initial $25,000 donated to Color of Change, the online racial justice organization; youth empowerment via intern programs for Black youth at 10K Projects and partner companies in the music industry; and the support of Black-owned businesses in Los Angeles, where 10K is located.[29][30]

Artists

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  • Aitch
  • Alec Wigdahl
  • AUSTN
  • Forrest.
  • iann dior
  • Internet Money
  • Kierra Luv
  • Lil Boom
  • Lil Gnar
  • lilspirit
  • Peach Tree Rascals
  • POORSTACY
  • Quin NFN
  • Ricky Hil
  • Salem Ilese
  • Surfaces
  • Trippie Redd
  • Turbo
  • Tuxx
  • TyFontaine
  • Westsidejhitt
  • WizTheMC
  • 2Rare

References

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  1. ^ Blistein, Jon (October 10, 2019). "Tekashi 6ix9ine Re-Signs With Record Label 10K Projects While Awaiting Sentencing". Rolling Stone. Retrieved 28 August 2020.
  2. ^ a b Trakin, Roy (December 4, 2019). "Elliot Grainge, Son of Music Industry Titan Lucian Grainge, Is Forging His Own Path". Variety. Retrieved 13 July 2020.
  3. ^ "40 Under 40: Billboard Reveals Its 2019 Roster of Young Executives Shaking Up The Music Business". Billboard. September 26, 2019. Retrieved 13 July 2020.
  4. ^ Cirisano, Tatiana (April 12, 2019). "Elliot Grainge's 10K Projects Signs Texas Rapper Iann Dior: Exclusive". Billboard. Retrieved 13 July 2020.
  5. ^ P., Milca (May 13, 2017). "A Love Letter To You". www.hotnewhiphop.com. Retrieved 14 July 2020.
  6. ^ McIntyre, Hugh (December 1, 2019). "Trippie Redd Charts His First No. 1 With New Mixtape 'A Love Letter To You 4'". Forbes. Retrieved 14 July 2020.
  7. ^ "Gold & Platinum". www.riaa.com. Retrieved 15 July 2020.
  8. ^ Krastz, Roger (June 28, 2018). "Trippie Redd Is Rap's New Rock Star – 2018 XXL Freshman New Rock Star - 2018 XXL Freshman Interview - XXL". XXL Magazine. Retrieved 13 July 2020.
  9. ^ Caramanica, Jon (September 26, 2019). "Tekashi69 Courted Gang Life. Then "Reality Became Too Real."". New York Times. Retrieved 15 July 2020.
  10. ^ Berry, Peter A. "6ix9ine Earns His First Certified Gold Song With "Gummo"". XXL Magazine. Retrieved 15 July 2020.
  11. ^ "Rapper 6ix9ine ties up with entrepreneur Michael Bakhmat for new ventures". The Statesman. February 29, 2020. Retrieved 15 July 2020.
  12. ^ India, Lindsey (May 18, 2018). "6IX9INE'S 'DAY69′ MIXTAPE IS CERTIFIED GOLD". XXL Magazine. Retrieved 15 July 2020.
  13. ^ a b Stassen, Murray (August 14, 2019). "10K PROJECTS, CREATE MUSIC GROUP MAKE STRATEGIC INVESTMENT IN MANAGEMENT & DIGITAL AGENCY, HOMEMADE PROJECTS". Music Business Worldwide. Retrieved 13 July 2020.
  14. ^ Jagger, Juliette (October 10, 2019). "10K Projects Signs Taz Taylor's Internet Money Collective to Joint Venture". Celebrity Access. Retrieved 13 July 2020.
  15. ^ a b Cirisano, Tatiana (April 12, 2019). "Elliot Grainge's 10K Projects Signs Texas Rapper Iann Dior: Exclusive". Billboard. Retrieved 13 July 2020. Cite error: The named reference "Billboard 5" was defined multiple times with different content (see the help page).
  16. ^ "Gold & Platinum". riaa.com. Retrieved 28 August 2020.
  17. ^ "Gold & Platinum". riaa.com. Retrieved 28 August 2020.
  18. ^ a b Glicksman, Josh (June 18, 2020). "For Surfaces, Working With Elton John on 'Learn to Fly' Was 'Like Winning a Grammy'". Billboard. Retrieved 16 July 2020.
  19. ^ "Revealed: Billboard's 2020 Indie Power Players". Billboard. June 15, 2020. Retrieved 13 July 2020.
  20. ^ Zeliner, Xander (May 13, 2020). "Surfaces Hit No. 1 on Emerging Artists Chart, Thanks to Hot 100 Hit 'Sunday Best'". Billboard. Retrieved 28 August 2020.
  21. ^ Robinson, Kristin (August 6, 2020). "Surfaces' Infectious 'Sunday Best' Is the Bop of 2020's Bummer Summer". Variety. Retrieved 28 August 2020.
  22. ^ "Episodes". nbc.com. Retrieved 28 August 2020.
  23. ^ "Bringin' it Backwards: Interview with Turbo". American Songwriter. August 5, 2020. Retrieved 28 August 2020.
  24. ^ "SPOTTED ON NEW MUSIC FRIDAY". Hits Magazine. August 14, 2020. Retrieved 28 August 2020.
  25. ^ Espinoza, Joshua (August 13, 2020). "Internet Money and Gunna Drop New Track "Lemonade" f/ Don Toliver and NAV". Complex. Retrieved 28 August 2020.
  26. ^ Skelton, Eric (August 14, 2020). "Internet Money Proved They Can Make Hits—Now They're Dropping an Album". Complex. Retrieved 28 August 2020.
  27. ^ Hussey, Allison (August 14, 2020). "Listen to Weezer's New Song for Bill & Ted Face the Music". pitchfork.com. Retrieved 28 August 2020.
  28. ^ Woods, Aleia (June 5, 2020). "Here Are the Record Labels Donating Money to Fight Social Injustice". XXL Magazine. Retrieved 13 July 2020.
  29. ^ "10K PROJECTS ANNOUNCES $500,000 COMMITMENT TO FIGHT RACIAL INJUSTICE". Music Connection. June 5, 2020. Retrieved 13 July 2020.
  30. ^ King, Ashley (June 8, 2020). "10K Projects Launches $500,000 Fund to Combat Racial Injustice". Digital Music News. Retrieved 13 July 2020.
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