After 15 years of talent management, music legend Troy Carter joined Spotify as its new Global Head of Creator Services. In his new role, Carter will help the company compete directly with Apple and Tidal for exclusive artist deals and the creation of original content.
Spotify, the world’s largest music streaming service, has approximately 90 million regular users and 30 million paying subscriptions. The company is in a head-to-head war with other online music services as the industry transitions to one of exclusive deals and owned content — market shifts that have allowed Netflix to dominate the streaming video market.
In addition to competing with Apple and its new streaming service — which has already attracted 13 million paid subscribers — Spotify must compete with Pandora, Rhapsody, YouTube and Deezer.
Carter, a Philly native, worked his way through the industry ranks representing artists Eve, Puffy Combs and DEF Jam. Among his most significant entertainment success stories are Lady Gaga and Megan Trainer.
According to Hits Daily Double, Carter dropped out of high school because he loved music so much. “It was never about making money; it just spoke to my soul,” he said.
In a Facebook posting Monday night, Carter wrote, “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 — protecting the voice of artists. Always have and always will.”