A TASTE OF RAINMAKERS:
TROY CARTER

New-Model Entrepreneur

As a manager, entrepreneur and innovator, Troy Carter epitomizes the modern-day visionary. Based on his impressive track record, which has seen him nimbly navigating the risk/reward tightrope, the 45-year-old Carter can write his own ticket whenever he’s ready to begin his next chapter.

All industry eyes are on him as he formulates his plan; at presstime, that move remained a mystery beyond the expectation that he’ll return to his entrepreneurial roots. Rumor has it he’s forming a new media company with a vertical model for monetizing music assets via distribution, management, publishing, recording and branding that will be built for the next evolution of the marketplace. It’s highly likely that he’ll be able to secure the millions in funding he’ll need to launch this startup, because Carter has long evidenced a knack for staying well ahead of the curve.

“Troy gets the true 360 of it all for artists, tech and music companies,” says Warner Bros. Records Co-Chairman/COO Tom Corson. “His depth of experience in both business and life is matched only by his undying curiosity and imagination, rare qualities to exist in a single person.”

Carter was certainly a huge difference-maker during the 27 months he spent at Spotify, starting in June 2016, as Global Head of Creator Services. Almost single-handedly, Carter radically changed the perception of Spotify both inside and outside the business from that of an indifferent partner of artists and labels to an extremely friendly and helpful collaborator. The marketing team Carter put together was a key element, acting aggressively and efficiently in identifying shared goals and making good on them.

“Troy is one of the most forward-thinking and creative executives in our business. He always advocates for what is right and fair for artists, but does so in a way that builds consensus within the industry.”

—Steve Barnett

The changes he initiated and oversaw occurred soon after the launch of Apple Music, a pivotal moment for Spotify in that mighty Apple was the Swedish company’s first bona fide competitor. At the time, nearly everyone, it seemed, believed Apple Music would blow Spotify out of the water. Instead, Carter transformed Spotify into a well-oiled marketing machine, and the company held its own even as Apple was offering artists big money for exclusives. This transformation served to add value to the company, greatly enhancing its attractiveness leading up to and following its direct listing on the NYSE earlier this year.

When Carter made his departure from the streamery in September 2018, he could take immense satisfaction in what he’d been able to accomplish during the most crucial years in the company’s history.

Spotify CEO Daniel Ek showered praise on the departing exec, stating, “By all measures, Troy has made a tremendous impact at Spotify,” he said. “When he joined our team, there was skepticism from the artist community on streaming overall. Troy has been instrumental in changing that perception, and his efforts to establish true partnerships across the industry will be felt for years to come. He’s built a very capable, global team that embodies an artist-first approach, and this philosophy has been adopted across Spotify. We are in an excellent position to build on the momentum we’ve established well into the future.”

“Troy is one of the most forward-thinking and creative executives in our business,” says Capitol Music Group chief Steve Barnett, who knows Carter well. “He always advocates for what is right and fair for artists, but does so in a way that builds consensus within the industry. He made a huge difference at Spotify; he brought in all the right people and really helped bridge the gap between the goals of that company and what was needed by independent and major-label artists alike. I think the world of Troy and always look forward to what he has in store for us.”

“Troy is a very interesting individual,” notes attorney Joel Katz, “because he is a unique mix of an entrepreneur and an operator. He has the ability to manage a business, but also the ability to begin a business and promote it to a level where it needs strong management, which he also does well. Troy is equally capable as an entrepreneur and as a manager, and there are very few individuals in our business who can do both.”

Carter with Michelle Obama to honor her Reach Higher education initiative.

Check out the entire profile of Troy here.