PLOT TWIST RECORDS, FOUNDED BY A&R EXECUTIVE AND MEDIA PERSONALITY CARTER GREGORY, FORMS JOINT VENTURE DEAL WITH 10K PROJECTS AND ATLANTIC RECORDS

Plot Twist Records, the independent record label founded by veteran A&R Executive and media personality Carter Gregory, has formed a joint venture deal with 10K Projects and Atlantic Records. The first signings to the label include singer Alabama Barker and DJ/artist Nic Vans (Nic Vansteenberghe), who gained prominence as the runner-up contestant on the hit reality TV series Love Island USA.

Gregory brings to Plot Twist nearly a decade of experience as a creative executive in music, most recently serving as Vice President of A&R at Capitol Records, where he worked closely with such artists as FLETCHER, Doechii, ADÉLA, Natalie Jane, Amelia Moore, Queen Naija, and Duncan Laurence. Gregory is also the host of the popular podcast, The Set List, where he interviews musicians, actors, and other luminaries 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,” shares 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.”

He adds, “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.”

“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.”

“I’m absolutely thrilled for this new chapter with Plot Twist Records and Atlantic,” shares 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.”

The joint venture follows Plot Twist’s independent launch, during which Gregory signed and released Kylie Jenner’s debut single, “Fourth Strike,” establishing the label’s ability to create unexpected, conversation-driving moments before partnering with a major.