Entertainment

Elliot Grainge’s 10K Projects Unveils New Record Label Targeting Gen Z

Homemade Records will release new music before 2020

Despite its quaint name, digital marketing firm Homemade Projects is a music juggernaut. The firm has worked on online campaigns with musicians like Travis Scott6ix9ine, G-Eazy and Metro Boomin. Collectively, its roster tipped 1 billion streams.

Those metrics appealed to 26-year-old music entrepreneur Elliot Grainge (son of Lucian). On Aug. 14, Grainge’s company 10k Projects and Create Music Group made a joint strategic investment in management and marketing company Homemade Projects, which will include the joint venture Homemade Records, the first music label under Grainge’s burgeoning umbrella. Homemade Records will be distributed by Caroline.

“[The Create Music Group] founders and I have long wanted to create an incubator for entrepreneurs in the music and technology space,” Grainge said in a statement announcing the deal. “We all saw this investment as a great first step.”

Grainge founded 10K Projects in 2017, which is credited for launching buzzy rappers like 6ix9ine and Trippie Redd. Homemade Records does not have any artists currently, a representative for the company tells Billboard. That will likely change soon as it plans to release new music before the year is out.

Homemade Projects founders Zach Friedman and Tony Talamo will continue to work with Grainge and Create Music Group, emphasizing Gen Z talent in the vein of Homemade’s own Jacob Sartorius, as well as 10K Projects artists Surfaces and AUSTN and Nebu Kiniza.

“We’ve been helping artists and creators build global businesses from their bedrooms for the past five years,” said Friedman and Talamo in a statement. “With [10K Projects and Create Music Group] at our side, we feel like the possibilities are endless.”


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