It’s official: Warner Music Group and Elliot Grainge’s 10K Projects have announced their joint venture.

10K will become a stand-alone label within WMG, with a roster that includes such breakouts as Trippie Redd, iann dior and Internet Money, to name a few. (Ice Spice, whom Grainge and 10K signed and developed via Capitol, remains with the Tower.) Grainge will continue to serve as CEO of the label—and is accompanied in the JV by co-Presidents Zach Friedman and Tony Talamo—while also joining WMG’s global leadership team.

The 10K stable also includes hip-hop disruptor 6ix9ine, pop duo Surfaces and developing acts Aitch, YTB Fatt, SXMPRA and COIN, among others. Grainge launched the company in 2016, the year he signed the late XXXTENTACION. He made a deal in 2022 for Homemade Projects—with its label, merch business and influencer-management division—that brought Homemade founders Friedman and Talamo into the fold. 10K has racked up more than 30 platinum singles since its founding.

OK, let’s get to those quotes!

“Joining Warner Music Group provides us with the backing, the collective expertise and vision to empower our artists and our employees on the next phase of our journey,” reads a quote from Grainge, pictured here expressing his jubilation. “[WMG Head of Recorded Music] Max [Lousada] and [CEO] Robert [Kyncl] have been making all the right moves to position WMG for the future in what I think is one of the most fertile and exciting growth periods for the global music business. They have also shown that they value the kind of independent spirit and commitment to artist development that has made 10K successful so far. I know I speak for Zach, Tony and the entire team when I say how excited we are to get started in our new home.”

Friedman, Grainge and Talamo are seen here enjoying some of the incredible furniture in the new digs.

“Elliot and 10K don't just discover original talent; they understand how to ignite fandom and create fresh impact with each release,” declared Lousada. “It’s a label full of next-generation possibilities—with its artists, its leader and its team. As 10K joins our thriving network of independent music brands, we’re committed to giving it the freedom and backing to reach new heights.”

“We welcome 10K’s extraordinary artists, its talented founder, Elliot, and his entrepreneurial team to WMG. Together, we’ll grow our investment in artistry and accelerate the pace of our innovation,” reads Kyncl’s statement.

All interested parties look forward to sending our calls to voicemail.

Photo: Joseph Morrison