Elliot Grainge has signed Puerto Rico-born, Texas-raised rapper Iann Dior to his 10K Projects label, Billboard has learned exclusively.
The long-term deal includes 19-year-old Dior’s debut mixtape, nothings ever good enough, out today (April 12) and executive produced by Internet Money founder Taz Taylor. The eight-track collection includes Dior’s confessional single “Emotions” produced by Juice WRLD collaborator Nick Mira, which raked in nearly 4 million streams on SoundCloud before being added to Spotify for the first time earlier this week.
Dior, a Corpus Christi native, gained a sizeable following on SoundCloud driven by singles like “Romance361” featuring Pnb Rock, “Molly” and “Cutthroat.” Later this month, the label plans to take “Emotions” to commercial radio.
“Six months ago, I never would’ve expected things to go up this fast,” Dior said in a statement. “Now I have all these fans I get to talk to and bond with, which is the best feeling in the world. My generation’s really judgmental a lot of the time, but I want my music to help people feel okay with just being themselves — that’s been my whole motivation with this right from day one.”
Founded by Elliot — son of Universal Music Group chief Lucian Grainge — in 2017, 10K, based in Los Angeles, broke through last year with signings Trippie Redd and 6ix9ine.
“The intense and instantaneous reaction to Iann’s music by fans all over the world says to me that he’s very special, the kind of artist who comes around once in a career if you’re lucky,” Grainge said. “We are so excited to welcome Iann and his team into the 10K family and can’t wait to get started.”
Dior joins a 10K Projects roster that includes rising rappers Lil Gnar and Icy Narco, teen singer-songwriter Austin Brown and former musical.ly personality Kristen Hancher.