Elliot Grainge is a British-American music executive and entrepreneur, best known as the founder and former CEO of the independent label 10K Projects, launched in 2016 after his graduation from Northeastern University.[1][2][3] Born to Universal Music Group chairman Lucian Grainge, he drew early inspiration from his father's career, starting with club promotions in Boston and flipping an apartment to fund his ventures.[1][3][5] At 10K Projects, Grainge signed breakout artists like Trippie Redd, Tekashi 6ix9ine, and Iann Dior, driving the label to 18 gold and eight platinum/multi-platinum singles by 2019.[1][4] The company leveraged data analytics, social media trends, and artist creative control to thrive in the streaming era, earning him a spot on Forbes' 30 Under 30 list in 2021.[1][3][4] That year, he sold a 51% stake to Warner Music Group for $102 million without prior outside investment.[5] In 2025, Grainge advanced to CEO of Atlantic Music Group (AMG), a Warner subsidiary historic for artists like Aretha Franklin, Led Zeppelin, Ed Sheeran, and Bruno Mars, at age 31.[2][5][6] Key successes include signing TikTok viral artist Artemas, whose "I Like the Way You Kiss Me" exceeded one billion Spotify streams in under a year.[5] He was selected as Northeastern's 2025 undergraduate commencement speaker, crediting the university for shaping his independent thinking.[2] Personally, Grainge married model Sofia Richie in 2023 following a high-profile engagement.[4] His leadership at AMG positions him as a key figure steering major label strategies amid digital shifts, building on 10K's indie success.[2][5][6]