Plot Twist Records has formed a joint venture with 10K Projects and Atlantic Records.
The label’s first signings are singer Alabama Barker and DJ Nic Vans.
Plot Twist was founded by A&R executive and media personality Carter Gregory.
Gregory most recently served as Vice President of A&R at Capitol Records.
At Capitol, he worked with artists including FLETCHER, Doechii, ADÉLA, Natalie Jane, Amelia Moore, Queen Naija, and Duncan Laurence, according to the label.
Gregory also hosts The Set List, a podcast on which he interviews musicians, actors, and other figures in entertainment.
“Having spent nearly a decade in A&R helping artists shape their stories, Plot Twist is the culmination of everything I’ve learned, brought to life through my own vision,” said Carter Gregory. “I’ve always believed the most exciting artists are the ones who challenge others’ expectations.
“The ones that are willing to take risks, evolve, and write a completely new chapter for themselves. That’s really the heart of Plot Twist Records, and I’m 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,” Gregory added.
“Having spent nearly a decade in A&R helping artists shape their stories, Plot Twist is the culmination of everything I’ve learned, brought to life through my own vision.”
Carter Gregory
10K Projects operates as a standalone label within Atlantic Music Group, the Warner Music Group division led by CEO Elliot Grainge, as previously reported by MBW.
Warner acquired a 51% stake in 10K Projects in 2023, as covered by MBW at the time. WMG’s SEC filings put the base purchase price at USD $102 million.
“Carter is not only an expert at identifying culturally impactful artists who are moving the needle, but he’s exceptionally talented in creating communities around the music he loves,” said Atlantic Music Group COO Zach Friedman. “We’re thrilled to be working closely with him on his expanding roster of artists at Plot Twist.”
Nic Vans, real name Nicolas Vansteenberghe, finished as runner-up on the seventh season of Love Island USA before pursuing a career as a DJ.
“I’m absolutely thrilled for this new chapter with Plot Twist Records and Atlantic,” said Nic Vans. “Carter Gregory, my A&R and now a good friend, has made this entire partnership feel seamless from day one. He’s 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’re building together and everything that’s to come.”
Fellow signing Alabama Barker is the daughter of Blink-182 drummer Travis Barker.
The joint venture follows Plot Twist‘s independent launch, during which Gregory released Kylie Jenner‘s debut single, Fourth Strike.Music Business Worldwide