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10k projects published by daylon hicks

In an era where music is as much about identity and community as it is about sound, 10k Projects is leading the charge in redefining how artists connect with the world. Founded with a rebellious spirit and a forward-thinking vision, 10k isn’t just a label, it’s a creative ecosystem where storytelling, innovation, and culture collide.

What sets them apart from the traditional label model is its commitment to telling the full story, not just the highlight reel. The label’s roster, which includes artists like Ice Spice, Trippie Redd, Hailey Knox, Aminé, and more, reflects a wide spectrum of genres, voices, and creative identities. But it’s not just about the music, it’s about building a world around each artist that fans can genuinely feel a part of.

Unlike labels that rely solely on streaming numbers or viral moments, 10k Projects places a deeper emphasis on authenticity. They understand that fans today are more tuned in than ever, they want the behind-the-scenes, the process, the ups and downs, the real story. What founder Elliot Grainge, Benicio Wallraff (Senior A&R manager), and the team have achieved goes beyond music. They’re pushing the importance of artists’ expression and capturing that feeling in everything they do.

It’s a label that’s just as invested in visual storytelling as it is in sound design, treating every creative layer as an essential part of a larger, cohesive narrative. Their approach goes beyond simply producing music—they actively explore how to support their artists across all mediums, asking the important question: how can we best amplify our artists’ voices through every form of creative expression? This mindset encourages collaboration between visual artists, designers, filmmakers, and musicians, ensuring that each element complements and enhances the others.

This approach is intentional. They believe that culture is not just something you tap into, it’s something you build with community. They’re carving out a lane for artists who want to lead with their voice, their story, and their full creative selves. And the fans? They feel that difference. They’re not just tuning in for a drop, they’re staying for the journey because it’s about creating something that feels more human.