Warner Banks On Change With Elliot Grainge

What to expect now that the 30-year-old son of Universal chairman/CEO Lucian Grainge will run Atlantic Music Group

BY ELIAS LEIGHT

THE POWER OF THE MAJOR LABEL has been completely decimated.” That broadside came from Elliot Grainge during an interview with The Los Angeles Times last year. In the profile, Grainge, founder of the independent label 10K Projects and son of Universal Music Group (UMG) chairman/ CEO Lucian Grainge, added that the majors were like “a conveyor belt with 100 other priorities” and “mediocre-at-best product-management departments.” In his view, there was “not one example” of an artist “signed, developed and marketed from scratch to huge fanfare by a major label in the last three years.” Sixteen months later, one of those conveyor belts will soon belong to Grainge. In a surprising shakeup, Warner Music Group announced Aug. 1 that the 30-year-old will take over as CEO of Atlantic Music Group on Oct. 1,…

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Billboard (Digital) - 1 Issue, August 24, 2024

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