{"id":20845,"date":"2026-10-01T00:00:00","date_gmt":"2026-10-01T00:00:00","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/atlantic-records-10k-projects-and-plot-twist-records-form-joint-venture\/"},"modified":"2026-10-02T02:24:28","modified_gmt":"2026-10-02T02:24:28","slug":"atlantic-records-10k-projects-and-plot-twist-records-form-joint-venture","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/atlantic-records-10k-projects-and-plot-twist-records-form-joint-venture\/","title":{"rendered":"Atlantic and 10K Projects Back Carter Gregory&#8217;s Plot Twist Records"},"content":{"rendered":"<p>Former <strong>Capitol Records<\/strong> A&amp;R <strong>Carter Gregory<\/strong> has launched <strong>Plot Twist Records<\/strong> in a joint venture with <strong>Atlantic Records<\/strong> and <strong>10K Projects<\/strong>. The label has already signed Alabama Barker and DJ and artist Nic Vans, known from <em>Love Island USA<\/em>.<\/p>\n<h2>Gregory&#8217;s background<\/h2>\n<p>At Capitol, Gregory worked with Fletcher, Doechii, Ad\u00e9la, Natalie Jane, Amelia Moore, Queen Naija and Duncan Laurence. He also hosts the entertainment podcast <em>The Set List<\/em>.<\/p>\n<h2>The pitch for Plot Twist<\/h2>\n<blockquote>\n<p>Gregory: \u201cHaving spent nearly a decade in A&amp;R helping artists shape their stories, Plot Twist is the culmination of everything I\u2019ve learned, brought to life through my own vision. I\u2019ve always believed the most exciting artists are the ones who challenge others\u2019 expectations. The ones who are willing to take risks, evolve, and write a completely new chapter for themselves. That\u2019s really the heart of Plot Twist Records, and I\u2019m excited to continue this journey in partnership with 10K Projects\/Atlantic Records. I want this label to be a home for artists who are undeniable, who have something to say, and who may not fit neatly into the traditional box of what the industry thinks a star should look or sound like. The best careers have a plot twist.\u201d<\/p>\n<\/blockquote>\n<blockquote>\n<p>Atlantic Music Group COO Zach Friedman: \u201cCarter is not only an expert at identifying culturally impactful artists who are moving the needle, but he\u2019s exceptionally talented in creating communities around the music he loves. We\u2019re thrilled to be working closely with him on his expanding roster of artists at Plot Twist.\u201d<\/p>\n<\/blockquote>\n<blockquote>\n<p>Vans: \u201cI\u2019m absolutely thrilled for this new chapter with Plot Twist Records and Atlantic. Carter Gregory, my A&amp;R and now a good friend, has made this entire partnership feel seamless from day one. He\u2019s believed in my vision and where I want to take my career. Having that kind of support means everything. I have so much excitement for what we\u2019re building together and everything that\u2019s to come.\u201d<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"Carter Gregory&#8217;s Plot Twist Records has formed a joint venture with Atlantic Records and 10K Projects and signed Alabama Barker and Nic 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