Adam Harrison has launched a new record label imprint in partnership with 10K Projects and Atlantic Records, expanding his role beyond artist management. Harrison, a longtime manager for Big Boi and Chromeo, has named the imprint Third Brother Records.
The label’s first signing is indie rock band Easy Honey. The group is set to release a five-song EP later this spring, followed by a national headline tour. The deal places the new imprint within the broader 10K Projects and Atlantic Records infrastructure, giving it access to major-label distribution and resources.
Harrison has spent years building careers across pop, hip-hop, and alternative music, working closely with artists on long-term development rather than short release cycles. The new label reflects that approach, with a focus on hands-on involvement and selective artist signings.
Third Brother Records takes its name from Harrison’s family life and his close working relationships with artists. The launch adds to a growing trend of managers establishing label imprints as a way to support developing acts while retaining creative oversight.
The label will operate with a small roster, with additional signings expected over time
