Elliot Grainge, the 31-year-old CEO of Atlantic Music Group, is rapidly redefining what a major record label looks like in the era of digital fandom and fast-moving culture. Less than a year into the job, Grainge has not only revitalized Atlantic’s roster with breakout stars like The Marías, Alex Warren, and Ravyn Lenae—he’s also showing that data, instincts, and a little Fortnite don’t have to be mutually exclusive.
“It’s about working with great artists and putting hits on the board,” Grainge told Hits. “It’s about identifying the hits and using data to put fuel on the fire, which is what we, as a team, do better than anyone else in the business.”
That fire is already showing in Atlantic’s chart share, up a full point since his appointment, signaling that Grainge’s blueprint is working—and working fast.
Beyond the headlines, Grainge’s approach is rooted in artist development that doesn’t smother creativity. “I’m a big believer in creating an artist sanctuary where we give them the freedom to explore what makes them unique. That’s true artist development to me.”
As of mid-2025, Atlantic Records has a roster include chart-topping acts with global appeal. The company has strategically signed new talents who are redefining their genres, including R&B singer Ravyn Lenae—whose 2024 album Bird’s Eye featured collaborations with Childish Gambino—and country newcomer Willow Avalon, whose debut Southern Belle Raisin’ Hellmade waves in early 2025. Rapper Cordae and BLACKPINK’s Rosé signed with the label in September 2024.
The label is also involved in Burna Boy’s international success, having signed him in 2017.
Grainge’s previous venture, 10K Projects, which had artists like Tekashi69, Trippie Redd, Ice Spice, and Iann Dior, proved that the indie hustle could scale. Now with Atlantic under his belt, Grainge has brought that independent-thinking DNA to the major label world, revamping teams and operations with a sharper edge.
He isn’t shy about challenging the traditional major-label model either. “Historically, there were two major ways for labels to build audience: radio and music videos. It’s very different now… It’s through the social media system, it’s through their shows.”
What sets his team apart? Execution. “Other labels, they’ll go and hire companies to put digital marketing campaigns together… Now, we do that exclusively for just Atlantic Music Group and global Warner Music Group artists. We’ve perfected, as much as we can, the label influencer game.”
His belief in what a modern label should be is clear: “To partner with incredible artists, give them as much creative freedom as possible, and prove to them that we can help build their audience.”
Despite the skeptics, Grainge stands tall. “Did I have any doubts about my ability to run a major label? Nope. Never. I’m not wired like that.”
Atlantic may be a legacy brand, but under Grainge, it’s being refitted for the future. In his own words: “We were up for the challenge of building, and we were given the freedom to build—not the major label of yesterday, but what a major label needs to be today.”
