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Elliot Grainge’s 10K Projects Buys Homemade Label, Names New Co-Presidents

Zach Friedman and Tony Talamo will oversee A&R, marketing, publicity and creative for 10K.

Elliot Grainge’s indie label 10K Projects has purchased the Homemade Projects record label, the company announced today (Feb. 9). As part of the deal, Homemade co-founders Zach Friedman and Tony Talamo have come on board as co-presidents of 10K.

The deal is an extension of a partnership that began in August 2019, in which 10K and Create Music Group made a strategic investment in Homemade Projects, which had launched as a management and digital marketing company, that included a joint venture record label under the Homemade umbrella aimed at finding Gen Z talent. Since then, Homemade has signed artists including COIN, Salem Ilese, WizTheMc and Peach Tree Rascals.


“Zach and Tony have built Homemade Projects into an independent powerhouse in an incredibly short period of time,” Grainge said in a statement announcing the deal. “In just two years they have an impressive track record of identifying and nurturing talent and they’ve played a major role in our successes at 10K via their digital marketing expertise. Having them run the day-to-day operations of 10K is something that will help us continue to grow the label without breaking stride.”

Under the new arrangement, Friedman and Talamo will report to Grainge and oversee A&R, marketing, publicity and creative for 10K, while 10K has also invested in the other parts of the Homemade business, including its management, merchandise and digital marketing wings. 10K — which has been behind releases from the likes of Trippie Redd, 6ix9ine, Surfaces, Internet Money and iann dior — is distributed by the Universal Music Group through Virgin Music.

“We have worked closely with Elliot and the entire team at 10K for more than two years now and already feel like part of the family,” Friedman and Talamo said in a joint statement. “We’re excited to take on the increased responsibilities at our combined companies and continue to build 10K into the most successful independent record label in the business.”