Trapital Podcast Episode Summary

Episode: Elliot Grainge on Atlantic’s Future, AI, and Selling 10K Projects
Host: Dan Runcie
Guest: Elliot Grainge, CEO of Atlantic Music Group
Date: September 18, 2025

Overview

In this insightful live conversation from the Trapital Summit, Dan Runcie sits down with Elliot Grainge, newly appointed CEO of Atlantic Music Group, for Grainge's first public talk since the transformational leadership shift at the label in late 2024. The episode explores the implications of Grainge's transition, the emotional and strategic facets of selling his indie label 10K Projects, and how independent label tactics and philosophies might translate to a major company like Atlantic. The conversation also explores the future of influencer marketing, AI's role in music, and the necessity for artist-centric approaches in a rapidly changing industry.

Key Discussion Points and Insights

1. Atlantic’s Leadership Transition

[02:52 – 03:52]

• The August 2024 leadership overhaul at Atlantic saw the departure of longstanding execs Julie Greenwald, Craig Kallman, and Max Lousada.
• The industry buzz was as much about Grainge’s own credentials (notably his age and family name) as about the legacy he would be following.
• Elliot Grainge on the move:

  “They’re formidable, brilliant executives. For me, I was very excited to start and very excited to lead with my team. I think Atlantic's the best record label of all time, the most historic, storied label, personally.” [03:22]

2. Selling 10K Projects: The Founder’s Perspective

[03:52 – 05:53]

• Grainge describes the emotional complexity of selling “his baby,” emphasizing the need to find the right home for his artists.
• The deal’s success hinged on “artist-first” thinking and the assurance that his leadership could continue within the new major-label structure.
• Notable quote:

  “We wouldn’t have exited or partially exited that company if we didn’t know...that the parent company was a true great custodian of the art and the artist, which is Warner Music Group.” [05:30]

3. Indie Tactics Meet Major Label Muscle

[05:53 – 08:42]

• Grainge reflects on earlier criticisms of majors being “slower” and “clunkier,” admitting that being on the inside changes his perspective.
• There’s now a blend of indie scrappiness and major-label power:

  “Bringing some of those things into the major label sequence, having the two nukes essentially next to each other, I think that’s really where our superpower is becoming.” [06:54]

• Case study: Alex Warren
  • His success, particularly the song “Ordinary,” is cited as proof of concept for the 10K-atlantic hybrid model.
  • Focused attention and influencer-driven marketing helped push Warren to 13 weeks at #1 radio and the biggest-selling single of 2025.
  • Elliot Grainge:

    “We were able to marry the scrappiness of our indie roots...couple that and marry that with traditional radio and all of the other incredible global...levers that the majors have, and one on one equaled ten for Alex.” [07:27]

4. Evolving Strategies for Established Artists

[08:42 – 12:11]

• Discussed leveraging 10K methods with artists who were already stars (e.g., Bruno Mars, Ed Sheeran, Cardi B).
• Bruno Mars’ collaboration with Lady Gaga (the “Rosie” record) is cited as a recent pop-culture moment that revitalized his catalog.
• When asked about marketing differences:

  “I think there are moments that artists have that really pierce through the zeitgeist. ... We’re very good at reading that, understanding where it’s coming from and why, and pouring gas on it.” [11:20]

• Emphasis is on nuanced, real-time marketing and maintaining artist mystique.

5. Atlantic’s New Priorities

[12:11 – 14:02]

• Grainge outlines his three priorities: partnering with great artists, offering them creative freedom, and helping them build fan bases.
• He stresses respecting legacy and managing urgency rather than favoring “old” versus “new” artists.
• Notable moment:
  • Expresses personal excitement (“huge Pete Wentz Fallout Boy fan”) but recognizes that business urgency may differ versus artists like Cardi B or Turnstile.

6. The Power of Influencer Marketing

[14:02 – 15:22]

• Atlantic saw the early potential of influencer marketing pre-pandemic; the TikTok boom confirmed it.
• Influencer posts directly drive measurable spikes in streaming.
• Grainge asserts Atlantic’s industry-leading position:

  “We have and we continue to invest. ... I think Atlantic and all of our artists have...an industry-leading edge on that type of marketing.” [14:58]

7. Navigating AI in Music

[15:22 – 19:14]

• Grainge believes AI can enhance creativity for producers, songwriters, and engineers in the short-term through practical tools (vocal production, mixing, songwriting).
• Long-term, he’s concerned about how future generations (Gen Alpha & Beta) will relate to real artists versus synthetic ones.
• Elliot Grainge:

  “Will [Gen Alpha/Beta] connect with Taylor or Bruno Mars the same way...or will they connect the same way to an AI bot? ... That’s long term where my brain goes.” [17:25]

• Skeptical about “synthetic artists” building meaningful fan bases for now; sees them as gimmicks. The focus remains on protecting artist rights and ensuring fair compensation.

Notable Quotes and Memorable Moments

• “When you’re selling a company, it’s your baby. So finding the right home for it was...there’s the emotional side...and then it’s gotta make sense for the artists as well.”
  — Elliot Grainge, [04:35]
• “Bringing some of those things into the major label sequence, having the two nukes essentially next to each other, I think that’s really where our superpower is becoming.”
  — Elliot Grainge, [06:54]
• “We were able to marry the scrappiness of our indie roots...couple that with traditional radio and all of the other...levers that the majors have, and one on one equaled ten for Alex.”
  — Elliot Grainge, [07:27]
• “We’re very good at reading that, understanding where it’s coming from and why, and pouring gas on it.”
  — Elliot Grainge, [11:24]
• “I think Atlantic and all of our artists have...an industry-leading edge on that type of marketing for artists in the business.”
  — Elliot Grainge, [14:58]
• “Hopefully I won’t be worrying about it or there’ll be answers that will be made for us. But that’s long term where my brain [goes].”
  — Elliot Grainge, [17:54]
• “I have yet to see a strong listening community fall in love and break a synthetic artist or knowingly break a synthetic artist.”
  — Elliot Grainge, [18:18]

Important Segments (Timestamps)

• Leadership Transition & Industry Reception: [02:52 – 03:52]
• Selling 10K Projects: [03:52 – 05:53]
• Indie Tactics at Atlantic & Alex Warren Case Study: [06:19 – 08:42]
• Adapting for Superstars like Bruno Mars: [08:42 – 12:11]
• Atlantic’s New Priorities: [12:11 – 14:02]
• Influencer Marketing Evolution: [14:02 – 15:22]
• AI in Music – Near and Long-term Effects: [15:22 – 19:14]

Tone & Style

Elliot Grainge was candid, emotionally forthcoming on sensitive business matters, and clearly visionary about both his leadership style and the direction of Atlantic. The conversation was technical yet relatable, with a mix of personal anecdotes, high-level strategy, and forward-looking skepticism on the hype cycles of digital trends.