10K Projects
A U.S.-based independent record label focused on signing and releasing music by hip-hop, pop, and alternative artists.
Last updated August 31, 2026
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Overview
10K Projects is a U.S. independent record label founded by Elliot Grainge in 2016 and based in Los Angeles. Its activities include artist signings, recorded-music releases, marketing, and commercial partnerships, with an emphasis on emerging artists who gained audiences through online platforms and streaming. The label has worked across hip-hop, pop, and alternative music, and has been associated with artists including Trippie Redd. In 2022, Warner Music Group announced the acquisition of a majority stake in 10K Projects, giving the label access to broader global distribution and commercial resources while maintaining a distinct label identity. Publicly available information does not fully establish its complete current roster, corporate structure, or latest operating status.
History
10K Projects was founded in Los Angeles in 2016 by Elliot Grainge. The label was positioned around discovering and developing emerging artists with strong digital-distribution potential, particularly musicians who built audiences through social media, user-generated-content platforms, and streaming services. Unlike a conventional major-label division, 10K Projects operated with a comparatively flexible independent-label model for artist signings and releases, concentrating mainly on hip-hop, pop, and alternative music. Trippie Redd is among the artists most closely associated with the label and helped raise its public profile. As the digital-music market expanded, 10K Projects became a visible name in the U.S. independent-label sector. In 2022, Warner Music Group announced the acquisition of a majority stake in the label. The transaction connected 10K Projects to Warner’s global distribution, marketing, and commercial resources while preserving a distinct independent-label identity. Reliable public information is limited regarding the transaction value, the complete artist roster, and subsequent organizational changes.
- 2022
Warner Music Acquires Majority Stake
[1]Warner Music Group announced the acquisition of a majority stake in 10K Projects, providing global distribution and commercial resources.
- 2016
Label Founded
[1]Elliot Grainge founded 10K Projects in Los Angeles, USA, starting artist signings and music distribution as an independent label.
Products and positioning
An American independent record label for emerging artists in the streaming era, emphasizing artist development, digital distribution, and genre crossover.
Music Distribution
Recorded music releases
The label’s core business is releasing singles, albums, and other recorded works by signed artists, with a strong focus on digital platforms and streaming markets across hip-hop, pop, and alternative music.
Artist Services
Artist development
The label develops emerging musicians through signings, release planning, marketing, and commercial partnerships, particularly artists able to build audiences online and through streaming.
Controversies
2017
Tech N9ne lawsuit prompted Strainge Entertainment rebrand
Rapper Tech N9ne sued the label over the similarity between Strainge Entertainment and his Strange Music label. The dispute was followed by the company's adoption of the TenThousand Projects name.
2017
Name dispute with Strange Music
Tech N9ne sued Strainge Entertainment, alleging that the label's name was confusingly similar to Strange Music. The company subsequently rebranded as TenThousand Projects, later commonly shortened to 10K Projects.
Recent events
Sources3 sources
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