Troy Carter is joining Spotify as Global Head of Creative Services; in this new post he’ll compete head to head with Apple and Tidal for exclusive artist content as well as focus on the creation of original content.
Highly respected and well-liked, Philly native Carter came up through the ranks working for Puffy Combs and Def Jam, subsequently making a name for himself as an artist manager and tech specialist. Lady Gaga, John Legend, Charlie Puth and Meghan Trainor all rose to prominence under his stewardship.
Trainor will be going with Jeffrey Azoff’s recently formed management team, joining initial client Harry Styles.
Carter is believed to have settled out with Waddell & Reed, the investment firm that had bought a piece of his company. He’ll maintain offices to oversee the technology-investment companies Smashd Labs and Cross Culture VC.
Carter posted the following statement on Facebook Monday evening:
“It was all a dream, I used to read Word Up Magazine, Salt N Pepa, Heavy D up in the limousine...” – Notorious B.I.G
I started my career as a kid who loved hip hop. I would read the back of liner notes and knew every studio, engineer, and producer you could think of. I had a crazy "rain man" like recall on all things music. I loved music so much that I dropped out of high school and dedicated my life to it. It was never about making money; it just spoke to my soul and gave a skinny, shy kid the words he didn't know how to say and the confidence he didn't know he had. Music gave me life and fueled the culture around me.
When Eve asked me to be her manager, I had no clue what that meant. All I knew was that my job was to protect my friend. And that role of protector is one that I would find myself taking on for many artists over the years. So after 15 years of talent management, I've decided that it's time to explore new roads. I'd like to thank all of the artists that gave me such an incredible opportunity by entrusting me and the Atom Factory team with their careers: Eve, Lady Gaga, John Legend, Meghan Trainor, Charlie Puth and many many others. THANK YOU!
There's a famous quote from JFK that says, "Change is the law of life. And those who look only to the past or present are certain to miss the future." With that said, I'm a firm believer that Spotify is the future for music. In my new role as Global Head of Creator Services, my job is just a natural continuation of what I've always done – protect the voice of artists. Always have and always will.
Through Atom Factory, my team will stay in place to run our tech, culture and hustle outlet SMASHD.co as well as launch a brand innovation agency. And through Smashd Labs and Cross Culture VC, I'll still continue investing in great founders that have the ability to deliver next-wave disruption to culture.
Looking forward to the road ahead! Troy
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