10K ProjectsWe’re a community of artists, music enthusiasts, and purveyors of culture bound by an unflinching conviction that commercial success need not come at the cost of artistic integrity2.8 out of 5
2.8 out of 5
Hot take
10K Projects markets itself as an independent record label, but operates with major-label resources and connections that most indie labels could only dream of. Founded in 2016 by Elliot Grainge, son of Universal Music Group CEO Lucian Grainge, the Los Angeles-based label has achieved impressive success with artists like Trippie Redd and Internet Money, amassing over 5 billion streams. While 10K Projects claims to "recognize and champion the unique visions of the storytellers and creatives of tomorrow," their distribution is handled by Universal Music Group – hardly the indie underdog story they portray. The label has found particular success in modern hip-hop, but questions remain about whether their artists truly receive the creative freedom and favorable deals that indie labels typically offer.
How was this take was created?
Pros
Impressive track record of commercial success
Strong roster of successful hip-hop artists
Accumulated over 5 billion streams since founding in 2016/2017
Provides resources for artist development and production
Established name in the modern music industry
Cons
Questionable "independent" label status despite major label backing
Founder has significant industry privilege (son of UMG CEO)
Distribution handled by Universal Music Group
Some artists have ended their deals with the label
Potential lack of transparency about industry connections
Key Features
Artist development focus
Music production resources
Global distribution through Universal Music Group
Hip-hop genre expertise
Joint venture partnerships
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