Atlantic Music Group CEO Elliot Grainge supplied uncommon insights throughout a refreshingly candid graduation speech at Boston’s Northeastern College on Sunday (Might 11), giving graduates a glimpse into the mindset of certainly one of music’s most profitable younger executives.
“I’m right here to let you know the 2 biggest issues individuals have stated to me: ‘That’s inconceivable’ and ‘No,’” declared Grainge, setting the tone for a speech that targeted on the facility of resilience and authentic pondering within the face of rejection.
After graduating from Northeastern in 2016, Grainge based 10K Tasks and constructed it right into a powerhouse indie, with tens of billions of streams. Warner Music Group then acquired a 51% stake within the label for $102 million in 2023.
In 2024, Grainge was appointed CEO of Atlantic Music Group at WMG, overseeing each Atlantic Data and 300 Elektra Leisure.
Grainge’s graduation speech was preceded by video messages of congratulations to 2025’s Northeastern graduates from Atlantic artists Cardi B, Ed Sheeran, and ROSÉ.
Grainge heralds from a storied music trade household (his father is Common Music Group CEO Sir Lucian Grainge; his uncle the late Ensign founder, Nigel Grainge).
Elliot famous in his speech that “ever since I can bear in mind, I needed to be within the music enterprise. My grandfather ran a document retailer. My uncle based an unbiased label. My cousins, my father… everybody in my household was in music.”
The 31-year-old music government shared classes from his profession journey, from failed ventures throughout his co-op days to founding a label that has launched quite a few hit acts.
Listed here are 5 key takeaways from the tackle…
1) GRAINGE FOUNDED 10K PROJECTS AFTER REPEATEDLY HEARING “NO” FROM ESTABLISHED MUSIC EXECUTIVES
Grainge revealed that the rejection he confronted early in his profession in the end led him to launch his personal document label.
“After commencement, it took me just a few months to determine what I used to be going to do with my profession. I spent a yr or so attempting to elucidate to music execs what SoundCloud and streaming knowledge had been. I’d present them artists blowing up on-line, and I’d usually hear certainly one of two issues: ‘Sorry however I don’t get it,’ or ‘Thank You, let me take into consideration that.’ And by the way in which, ‘Thank You’ means ‘Piss Off’ in Los Angeles!”
These fixed rejections turned the catalyst for beginning his personal firm.
“Look I heard these items so many occasions, finally I believed: Screw it. I’ll attempt to increase some cash, and attempt to signal one or two of those artists, and launch my very own label,” Grainge advised the graduates.
“10K Tasks, was born from listening to ‘no’ – many times. I wager on myself. I wager on the artists I believed in. And I used to be proper, not all the time, however I used to be proper extra usually than I used to be improper.”
He elaborated on the impression of rejection: “That firm, 10K Tasks, was born from listening to ‘no’ – many times. I wager on myself. I wager on the artists I believed in. And I used to be proper, not all the time, however I used to be proper extra usually than I used to be improper.”
Grainge famous, “Trying again, if simply a type of people had stated sure, and even supplied me a job, I in all probability wouldn’t be standing right here right now in entrance of you guys. It was listening to ‘no’ that drove me to comply with my intestine and construct one thing of my very own.”
The manager acknowledged the emotional toll of rejection, however framed it as a pivotal second: “Let’s be sincere although — listening to ‘no’ sucks. It’s disheartening and might kill your motivation.
“When somebody ready with affect or hierarchy says, ‘No, that’s not going to work,’ it will probably unleash a tidal wave of self-doubt. However the query — the one you’ll inevitably face — is: what are you going to do about it?”
2) HIS FIRST POST-COLLEGE VENTURES WERE FINANCIAL FAILURES – BUT VALUABLE LEARNING EXPERIENCES
Grainge candidly shared that his preliminary entrepreneurial makes an attempt throughout his co-op at Northeastern had been removed from profitable.
“Throughout my co-op at Northeastern, I began two corporations that I used to be sure can be huge successes. The primary: a membership promotion firm, which began out nice, then kinda fizzled. The second: a dwell music sequence, which opened triumphantly, then ended disastrously. These corporations made me a complete of detrimental $3.5 thousand {dollars}.”
Regardless of the monetary loss, Grainge emphasised the dear expertise gained: “However even with this loss, I discovered one thing important.”
“Success isn’t one huge leap. It’s little wins, a thousand setbacks, some detours, and finally, a door opens.”
Grainge was equally clear about missteps in his early A&R choices: “Look, I’ve backed artists earlier than and been utterly, painfully improper. However as a result of I approached it with integrity and dedication, these misfires nonetheless opened new doorways. Folks launched me to others. I saved going. And that’s the sport.”
He inspired graduates to embrace each success and failure: “And that is the place you might have a transparent benefit. Success isn’t one huge leap. It’s little wins, a thousand setbacks, some detours, and finally, a door opens.”
3) GRAINGE BELIEVES INEXPERIENCE CAN BE A “SUPERPOWER” IN THE MUSIC INDUSTRY
In distinction to standard knowledge that prizes expertise, Grainge recommended that inexperience may need truly given him a bonus when beginning his music firm.
“Though Northeastern has given you a really sturdy basis, formed by what you might have discovered and lived, there may be energy too in what you might have but to expertise. Inexperience is a superpower.”
He elaborated on why this counterintuitive concept is smart: “Expertise could make you cautious — you begin to anticipate failure. However once you’re younger and fearless, you dash headfirst into the hearth.”
“Expertise could make you cautious – you begin to anticipate failure.”
This angle informs his administration method at each 10K Tasks and now Atlantic Music Group. Reasonably than working his corporations with a standard top-down construction, Grainge actively incorporates youthful views into management.
“I don’t run my firm from the highest down. Folks your age assist lead it, form it, and push it ahead,” he advised the graduates, earlier than including an perception into his method to artistic risk-taking: “And guess what? Typically they fail. And that’s not simply okay — that’s truly how creativity thrives.”
Grainge inspired graduates to make use of others’ underestimation to their benefit: “I used to be in your seat lower than 10 years in the past — and I promise you this: individuals are going to underestimate you. That’s not your legal responsibility. That’s your benefit.
“Everybody who has had success, has been advised ‘No’ or ‘not doable’ a thousand occasions.”
4) GRAINGE WARNS ABOUT SOCIAL MEDIA’S FALSE REPRESENTATION OF SUCCESS
In a very related message for aspiring music trade professionals, Grainge addressed the distorted view of success usually portrayed on social media platforms.
“When you haven’t already, you will notice somebody on TikTok or social media, or Instagram, and assume, ‘Shit, they’ve made it. Why haven’t I?’
“It’s a trick. The entire thing is engineered to make you are feeling lesser-than. The entire level of the algorithm is to feed you content material that triggers a dopamine response in your mind. It may be actually detrimental and addicting.”
“It’s a trick. The entire thing is engineered to make you are feeling lesser-than.”
He contrasted this with the fact of success within the music enterprise: “Those that actually succeed aren’t the loudest; they’re those with their heads down, grinding, not sure if it would even work, however going for it anyway.”
Grainge emphasised the significance of persistence over viral success: “Don’t take the bait and fall for it,” he suggested, cautioning towards evaluating oneself to carefully-curated social media personas.
He concluded his speech with encouraging phrases for graduates getting into an unsure job market: “As you permit Northeastern and put together to move into the world, now you’ll hear ‘no’ a thousand occasions… You may not land your dream job tomorrow. Or subsequent yr. However I promise you this, you will see your path.”
His parting recommendation targeted on resilience and self-trust: “Preserve going. Pivot. Double down. Pivot once more.
“Hearken to those you belief. Hearken to your Normas. Hearken to the world round you. And most of all… hearken to your self.”
5) EVEN MAJOR ARTISTS STRUGGLE WITH THE SAME CAREER QUESTIONS AS NEW GRADUATES
Drawing from his expertise working with established artists, Grainge shared a humanizing perception in regards to the common nature of artistic and profession anxieties.
“I’ve have the privilege of advising a number of the most artistic minds on the earth — serving to them determine how, when, and the place to share their music. And guess what? Whether or not it’s Charli XCX or Bruno Mars, all of them ask the identical questions you do: ‘How can I be heard?’ ‘How can I make a distinction?’”
This revelation supplied a reminder that even on the highest ranges of success, professionals nonetheless wrestle with elementary questions on their impression and function.
“Whether or not it’s Charli XCX or Bruno Mars, all of them ask the identical questions you do: ‘How can I be heard?’ ‘How can I make a distinction?’”
All through his speech, Grainge emphasised that discovering one’s path usually requires steerage from others. Whereas discussing his personal journey, he mirrored on the vital mentorship he acquired throughout his time at Northeastern.
“Earlier than I shut, I need to pay tribute to somebody at Northeastern who actually helped me: Norma Rosin, who was my director of examine, she sadly handed away in 2015. She turned my form of school mentor, and.. generally therapist. She actually helped me discover my path at Northeastern.”
This private acknowledgment highlighted the significance of discovering trusted advisors, with Grainge encouraging graduates to each hunt down mentors and finally grow to be mentors themselves: “I hope each certainly one of you finds — and even turns into — a Norma to another person.”Music Enterprise Worldwide
