Hitmakers’ Executive of the Year Elliot Grainge on His First Year as Atlantic CEO, the Success of Alex Warren and the Marías, and Overcoming the Haters

Initial industry skepticism greeted the appointment of Elliot Grainge, then 30, as CEO of Atlantic Music Group last year. As the son of Lucian Grainge—the powerful chairman of Universal Music Group—his path seemed unorthodox. His background was in running the independent label 10K Projects, known for viral, genre-blurring acts like XXXtentacion and Ice Spice, rather than the legacy artist development synonymous with Atlantic's 75-year history. He was also succeeding the highly effective duo of Julie Greenwald and Craig Kallman, making the leadership transition appear particularly daunting to outsiders.

Over a year later, that narrative has been upended. Tasked with modernizing the historic label, Grainge has overseen a significant rebound. Billboard data shows Atlantic's market share rose to 7.83% in Q3 2025, up from 5.51% a year earlier. A key driver was the formal acquisition of 10K Projects, bringing its roster and agile approach into the major-label fold. This success is broad-based, powered by a strategic balance of newly prioritized artists such as Alex Warren and BLACKPINK's Rosé alongside established stars like Bruno Mars and Ed Sheeran. Recent number-one album debuts from Cardi B and Twenty One Pilots, coupled with strong Grammy nomination forecasts for artists from Coldplay to Nigerian Afrofusion pioneer Burna Boy, underscore the label's regained commercial and cultural momentum.

In a recent Variety interview naming him Executive of the Year, Grainge credited his team, whom he described as "Marvel characters," for the turnaround. He also offered a revised view of the major label system, informed by his independent roots. "I have been fairly critical — actually, one could say a naive hypocrite — about major labels in the past," he admitted. "But we’re the only crazy companies in the world that actually will invest in an artist with zero proof of financial ROI, purely based on belief." This high-risk model, while expensive, is a function industry analysts argue is irreplaceable for discovering long-term talent, distinguishing labels from purely algorithmic platforms.

Grainge's philosophy utilizes data but emphasizes human insight over chasing raw metrics. He focuses on the "why and who" behind streaming numbers, stating, "We would rather have a thousand avid superfans, who we believe we can scale early, than 100,000 lean-back, passive fans." This fan-centric approach, reminiscent of strategies in markets like Japan, seeks to build deeper engagement beyond passive algorithmic consumption. Signings like Alex Warren, whose digital-native appeal merges with authentic songwriting, and The Marías, who cultivated an organic following, exemplify talent that quantitative data alone might not have spotlighted initially.

Addressing the early doubts about his suitability, Grainge pointed to profound personal adversity that reframed professional challenges. He described a difficult adolescence in London marked by isolation and bullying following his mother's passing. "Things have been way tougher than this and will be way tougher in the future," he reflected. This resilience, combined with a supportive, autonomous relationship with Warner Music CEO Robert Kyncl—the former YouTube executive known for championing creator economies—has defined his leadership. With ambitious plans for recent signings like indie-pop artist Clairo and returning superstar Hilary Duff, Atlantic's revival under Grainge appears to be just beginning.