Elliot Grainge, Atlantic CEO, Reflects on Successful Year, Hitmakers, and Overcoming Criticism

When Elliot Grainge stepped into the role of CEO at Atlantic Music Group last year, the appointment sparked debate. The reason was clear: Grainge, son of Universal Music chairman Lucian Grainge, had primarily led the independent label 10K Projects, which achieved attentionand controversywith artists like XXXTentacion, 6ix9ine, and Ice Spice, but wasnt widely recognized for long-term artist development. Additionally, he was following in the footsteps of Atlantic legends Julie Greenwald and Craig Kallman, who had led the label for over twenty years with remarkable success. At the time of his appointment, Grainge was only 30.

Fourteen months into his tenure, Grainges results are undeniable. Tasked with revitalizing the label and streamlining staff, he has guided Atlantic to strong performance. Billboard reports that in Q3 2025, Atlantic reached a 7.83% market share, up from 5.51% in the previous year, reflecting growth that includes the 10K Projects acquisition.

Much of this success comes from a mix of emerging and established talent. Newly prioritized artists like Alex Warren, the Maras, and Ros have made significant waves, while longstanding acts such as Bruno Mars, Charli XCX, and Coldplay continue to thrive. The label also celebrated No. 1 album debuts from Cardi B and Twenty One Pilots. Atlantics roster is notably diverse, including Ed Sheeran, Kehlani, Turnstile, Bailey Zimmerman, FKA Twigs, Skrillex, Fred Again, Burna Boy, and Forrest Frank, many of whom are Grammy nominees for 2026. The label is also gearing up for new releases from Clairo and Hilary Duff.

Grainge described his year as a balance between breaking new artists and supporting established ones. Weve had incredible success with Alex Warren, the Maras, Ravyn Lenae, and Ros, while also bolstering careers of long-term roster artists like Cardi B, Kehlani, and Twenty One Pilots, he said. All Ive done is assemble a team of extraordinary people who are smarter and better than me.

Despite the achievements, Grainge acknowledges challenges. He sees difficulties as part of the process and cites advice from his father: Just keep pushing on.

On the role of major labels today, Grainge has reconsidered his previous criticisms. He emphasizes that major labels are crucial in discovering and nurturing talent. Were among the few companies willing to invest in an artist without immediate proof of financial return, he explained. We support the vision and potential of the artist, which is invaluable.

Data plays a strategic role in Atlantics approach. Grainge and his team examine why and who is engaging with music, rather than simply chasing numbers. This focus on understanding superfans allows the label to cultivate a dedicated audience rather than a passive one, a strategy he sees as essential for long-term artist success.

Alex Warrens rise is highlighted as a key example. Grainge notes that his digital marketing skillset was just one part of his appeal. By analyzing listener engagement and building targeted campaigns, Atlantic was able to foster genuine connection and broad appeal.

The Maras also exemplify this approach, with songs like No One Noticed demonstrating unique chart presence and enduring audience engagement. Grainge emphasizes the importance of authentic artistry and strong fan relationships in building lasting careers.

Reflecting on his own journey, Grainge shared that his early life challenges, including the loss of his mother and experiences with bullying, shaped his resilience. Things have been way tougher before, and they will be tougher in the future. Those experiences taught me lessons that help me navigate challenges today, he said.

Under Grainges leadership, Atlantic appears poised for continued growth, blending a diverse roster, innovative strategies, and a focus on artist development that honors both legacy and emerging talent.

Author: Benjamin Carter