Carter Gregory Shares Plot Twist With 10K/Atlantic

Carter Gregory is making his next move—and this one comes with a major-label partner.

The veteran A&R exec and host of the Set List podcast has launched Plot Twist Records, which has struck a joint-venture deal with 10K Projects/Atlantic Records. The label’s first signings include singer Alabama Barker and DJ-artist Nic Vans (real name: Nic Vansteenberghe), the Love Island USA runner-up who’s parlayed reality-TV visibility into a burgeoning music career.

For Gregory, the new venture is the latest chapter in a career that has included nearly a decade in creative/A&R roles. Most recently, he served as VP of A&R at Capitol Records, where he worked with ADÉLA, Doechii, Queen Naija, FLETCHER, Natalie Jane, Amelia Moore and Duncan Laurence.

“Having spent nearly a decade in A&R helping artists shape their stories, Plot Twist is the culmination of everything I’ve learned, brought to life through my own vision,” Gregory said. “I’ve always believed the most exciting artists are the ones who challenge others’ expectations.” That philosophy is baked into the label's name—and its initial action. Plot Twist originally operated independently, signing and releasing Kylie Jenner’s debut single, “Fourth Strike,” in 2025.

With Atlantic in the mix, Gregory says Plot Twist will still focus on artists who don't necessarily arrive in the industry's pre-approved packaging. “I want this label to be a home for artists who are undeniable, who have something to say and who may not fit neatly into the traditional box of what the industry thinks a star should look or sound like,” he said. “The best careers have a plot twist.”

Said Atlantic Music Group COO Zach Friedman, “Carter is not only an expert at identifying culturally impactful artists who are moving the needle, but he’s exceptionally talented in creating communities around the music he loves.”

For Vans, the partnership represents a continuation of a relationship that began in the A&R world and has now evolved into something considerably bigger. “Carter Gregory, my A&R and now a good friend, has made this entire partnership feel seamless from day one,” Vans said. “He’s believed in my vision and where I want to take my career.”

HITS’ vision, meanwhile, usually improves after our morning Bloody Mary.