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Inside the Regime Change At Atlantic Music Group

The process of remaking the historic label Atlantic is moving quickly, with another round of layoffs followed by the announcement of new leadership

In 2016, he founded the label 10K Projects, which has billed itself almost as an anti-major: Small and fleet-footed instead of large and lumbering, with a heavy focus on modern tools (digital marketing) at the expense of more old-fashioned ones (radio). It’s nearly impossible to turn a massive ship quickly, and speed is crucial in what WMG CEO Robert Kyncl recently called a“fast-paced, fiercely competitive industry.” When layoffs began in New York last Thursday, a number of employees were told they were being let go in individual meetings with Greenwald — who had, in many cases, played an instrumental role in hiring them, sometimes decades ago.

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