Carter Gregory launches Plot Twist Records with 10K Projects and Atlantic

Carter Gregory has launched a new record label with backing from 10K Projects and Atlantic Records.

Plot Twist Records was founded by Gregory, an executive who works in A&R. A&R, short for artists and repertoire, is the part of the music business that scouts new singers, rappers and producers and helps guide their recordings from demo to release.

The new company will operate as a joint venture, a business that is owned and run together by its partners, with 10K Projects and Atlantic Records. The agreement was reported by Music Business Worldwide on 1 October 2026.

Joint ventures of this kind are common in the record business. They allow a new imprint to sign and develop acts day to day while drawing on a larger partner for funding, marketing and distribution to streaming services and shops.

Gregory most recently served as vice-president of A&R at Capitol Records. The role put him in charge of finding talent and overseeing recording projects for the label.

At Capitol, his work included time with FLETCHER, Doechii, ADELA, Natalie Jane, Amelia Moore, Queen Naija and Duncan Laurence. The credits span several years of artist development work.

Two acts are already signed. Plot Twist opens its books with Alabama Barker and Nic Vans as its first artists.

Nic Vans is the stage name of Nicolas Vansteenberghe. He finished as runner-up on season seven of Love Island USA before moving into work as a DJ, performing live sets rather than appearing on reality television.

For fans, this sets Barker and Vans as the names to watch on the new roster. No titles or release dates have been confirmed by the label partners.

Behind the new imprint sits a larger corporate structure. 10K Projects operates as a standalone label within Atlantic Music Group, which means it keeps its own roster and staff while working inside the wider group. It is led by chief executive Elliot Grainge.

Warner Music Group acquired a 51% stake in 10K Projects in 2023. A holding of that size gives majority control. The deal carried a base purchase price of USD $102 million, the starting sum agreed for the stake before any later adjustments.