Is the changing of the guard at Atlantic with Elliot Grainge a generational shift, or just another sign that the old rules no longer apply?
For most of the last decade, three labels have dominated the U.S. recorded music business: Universal Music Group’s Republic and Interscope, and Warner Music Group’s Atlantic. So on Aug. 1, when Warner announced that as part of ahad led Atlantic for two decades, through the hardest years of the music business, to become two of the most respected executives in the industry.
Grainge does seem to have a skill for identifying artists who are building an audience online and putting resources behind them in a smart way. Is his 10K Projects, which became, a model for the label of the future? He hasn’t built the careers of any household-name superstars, which has been the traditional strength of the majors, though some of the acts he signed, like
As recently as two years ago, the trend lines seemed clear: Hip-hop was conquering the world, not only growing but also shaping emergent genres from Latinto Afrobeats. Now it’s a bit harder to make sense of what’s working. Pop is getting bigger, but so is country. Latin is growing faster than ever, but tastes are changing there, too. And fans are more fickle than ever., which seemed like a sure thing, has had a slow start. Are listeners just hungry for new artists? Maybe.
That’s the kind of success Grainge needs to bring to Atlantic, whether it comes from new acts or old ones, big bets or small ones the label doubles down on, or some combination of the two. All of the questions this raises about the future of the music business —
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