[2] The same year Atlantic's dance and hip hop imprint Big Beat Records, which scored notable success for most of the 1990s (but had been in hibernation since 1998) was also relaunched.

Elektra's independence renews the WEA (Warner-Elektra-Atlantic) triad that had for decades mark the original company organization.

Elektra co-presidents, however, will answer to Atlantic Records Group Chairman/CEO Craig Kallman and Chairman/COO Julie Greenwald.

[9] In October 2011, the7stars advertising agency announced it had won a pitch to handle Atlantic Records UK's £2 million media planning and buying account, taking over from ZenithOptimedia.

[13][14] By 2010, their artists included Flo Rida, Jay-Z, T.I., Lupe Fiasco, B.o.B, Missy Elliott and Plan B[15] and by 2014 the list included Paolo Nutini, Ed Sheeran, Birdy, Rudimental, Marina and the Diamonds, Rumer, Twenty One Pilots, Lykke Li, Santigold and Clean Bandit.