10K Projects Founder/CEO Elliot Grainge and Create Music Group Co-Founders, CEO Jonathan Strauss and COO Alexandre Williams announced today that they've made a strategic investment in management and digital marketing company Homemade Projects, whose artists have amassed more than 1.2b streams to date.

Led by Co-Founders Zach Friedman and Tony Talamo, Homemade Projects reps a roster of artists that appeals to Gen-Z audiences, including Jacob Sartorious, 10K artists Surfaces and AUSTN, Nebu Kiniza and many more. Homemade also reps a number of top influencers like Alex Blesiv, Larray, Vereena and Daniella Perkins. They are well known in the biz for their expertise in digital marketing, having worked with such artists as Tekashi 6ix9ine, Trippie Redd, G-Eazy and Metro Boomin, among others, as well as Epic Records.

Encompassed in the deal is the establishment of Homemade Records, a label that will be distributed by Caroline via a JV with 10k Projects and Create. The first releases under the new deal are expected later this year.

“Jon, Alex and I have long wanted to create an incubator for entrepreneurs in the music and technology space, and we all saw this investment in Homemade Projects as a great first step,” said Grainge. “Zach and Tony have a remarkable ability to identify talented artists very early in their careers and leverage their years of expertise in digital marketing to help build powerful fan bases. “I’m looking forward to working alongside them to introduce music fans to a new generation of artists.”

Jonathan Strauss commented: “We’ve worked closely with Homemade over the last few years to build global fanbases for a number of very successful artists. They are the best digital marketers around, and I’m excited we’re going to be working even closer together in the coming months.”

Zach and Tony commented: “Elliot and Jon and Alex have established forward-thinking music companies and have become disruptors in the industry. We believe they are the future of the business. So knowing that they believe in what we are trying to build at Homemade is hugely empowering for us. We’ve been helping artists and creators build global businesses from their bedrooms for the past 5 years - with them at our side we feel like the possibilities are endless.”

Pictured above: (L-R) Elliot Grainge, Founder and CEO 10K Projects, Jonathan Strauss, Founder and CEO of Create Music Group, Zach Friedman, Co-Founder Homemade Projects, Alexandre Williams, Co-Founder and COO of Create Music Group, Tony Talamo, Co-Founder Homemade Projects. Photo by Megan Sistachs.