Hip-hop mogul Elliot Grainge, son of Universal Music Group CEO Lucian Grainge, goes on the record with mikaelwood about the demise of the major labels, his fiancee Sofia Richie and the whole nepobaby thing:
With a top five album and a prime spot at March’s Rolling Loud festival in Inglewood, the 23-year-old rapper has outlasted many of his peers.” was a $2-million check — is part of what enticed Ice Spice to sign with 10K. “I’ve been pretty much doing whatever I want to do,” Ice Spice says of her time so far on the label. “I love that for me — and for them too, because it’s been working.
Fred Davis, a partner at the financial advisory Raine Group who focuses on digital media and was involved in the sale of Quality Control, says “there’s no question” that these kinds of deals will continue in the next five to 10 years thanks to the overall growth of the record business brought on by streaming.
An “awkward-looking British kid,” per his own description, Elliot fell in love with Eminem at around age 10 ; his fascination with American hip-hop — an obsession he says he shares with “every single English-speaking person who grew up in the ’90s and 2000s” — made it easier to get on board when Lucian, soon to be appointed to the top spot at UMG, moved the family, including Elliot’s two half-sisters, to the U.S. in 2009.
“We also worked out that 10,000 degrees is the maximum temperature that you can measure being as close to the sun as possible,” Grainge says.Back in L.A. after graduating, Grainge found early traction with songs by Iann Dior, who later hit No. 1 with his and’s emo-rap “Mood,” and Tekashi 6ix9ine, the rapper and social-media fire-starter who in 2018 was sentenced to two years in prison after cooperating with federal prosecutors in a case involving his association with a violent street gang.
Friedman, who calls 10K “a digital marketing company inside a record label,” echoes Grainge’s line about staying out of artists’ way: “None of us play instruments. None of us produce. What we do is give artists the tools to take their platform and put it on steroids.Yet the company also relies on a certain gut instinct for what songs will connect with millions of listeners. Taz Taylor of Internet Money says Grainge had to convince him that “Lemonade” would be a hit.
Grainge is aware that those family ties only deepen his music-biz nepo-baby reputation — the latest in a line of successful second-generation execs that also includes Harry Styles and U2 manager Jeffrey Azoff, whose fatherhelped shepherd the Eagles to fame; Michael Ostin, son of the late Warner Bros. Records honcho Mo Ostin; and the Raine Group’s Davis, whose father is the Arista Records founder Clive Davis.
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