Plot Twist Records Formed Joint Venture

The new label has partnered with 10K Projects and Atlantic Records for its launch.

Updated on Oct. 1, 2026 in Music — General

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Plot Twist Records has officially launched as a new venture in partnership with 10K Projects and Atlantic Records. Founded by former Capitol Records executive Carter Gregory, the label has already signed singer Alabama Barker and DJ Nic Vans.

Why it matters

This deal bridges an independent startup with the infrastructure of major labels under the Atlantic Music Group. It allows a new boutique imprint to leverage corporate resources while maintaining a focused vision for its initial roster.

Warner Music Group previously secured a 51% stake in 10K Projects for a base purchase price of $102 million in 2023. 10K Projects now functions as a standalone label within the broader Atlantic Music Group.

The players

Carter Gregory

He is the founder of Plot Twist Records and a former Vice President of A&R at Capitol Records.

Alabama Barker

She is a singer and one of the first two artists signed to the newly formed Plot Twist Records.

Nic Vans

He is a DJ and a former runner-up on the seventh season of the reality series Love Island USA.

10K Projects

This label operates as a standalone entity within the Atlantic Music Group.

Atlantic Records

It is a major American record label that is now part of the joint venture with Plot Twist Records.

The details

Founder Carter Gregory, who previously served as Vice President of A&R at Capitol Records, is steering the label using his industry experience. The label marks its entry into the market with signings including Alabama Barker and Nic Vans, the latter of whom was a runner-up on Love Island USA.

Warner Music Group acquired its stake in 10K Projects in 2023.
The joint venture between the labels was announced on October 1, 2026.

Market Landscape

This partnership follows the 2023 Warner Music Group acquisition of a majority stake in 10K Projects, signaling ongoing consolidation within the music industry. It reflects a strategy where major music groups provide operational support to smaller, agile imprints.

Listeners can expect to see new music releases from Alabama Barker and Nic Vans under the new label branding. The deal potentially increases the promotional support and distribution reach for these artists compared to a standard independent debut.

The takeaway

The label serves as a new platform for artists seeking the backing of a major music group while benefiting from a boutique A&R focus. Fans should watch for the first official projects released under the Plot Twist Records banner to assess the new label's stylistic direction.