byÂ Charlotte Hassan
Spotify needs an emissary. Â Is Troy Carter the guy?
Spotify has another idea forÂ increasing subscriber growth and warming icy artist relations. Â The platform is now hiring Troy Carter â€” formerly Lady Gagaâ€™s manager and a huge streaming supporter â€” to head up its global creator services. Â Carter will be responsible for creating and maintaining relationships with songwriters, artists and labels in order to boost Spotifyâ€™s exclusive content on the service.
Though news comes as a slight shock, withÂ Spotify recently tarring exclusive releases as â€bad for artists, bad for fans.â€ Â That stance may beÂ in back-peddle mode, as exclusives seem to be a new strategy that competing streaming services are using to growÂ subscriber numbers. Â Maybe Spotify decided to join in.
Meanwhile, Tidal is crushing it with their exclusives â€“ thereâ€™s been Rihannaâ€™s ANTI album, Kanye Westâ€™s The Life of Pablo, and Beyonceâ€™s Lemonade, amongst others.Â Â All of which created a spike in sign ups for Tidal. Â Then, thereâ€™s Apple, who recently enjoyed an exclusive withÂ Drake on his Views album.
Spotifyâ€™s choice to hire Carter makes a lot of sense. Â CarterÂ founded an artist management company by the name of Atom Factory, so heâ€™s already been building relationships with artists and is extremely well-connected within the music industry. Â Heâ€™s previously worked with the likes of Meghan Trainor and John Legend,Â not to mention Gaga.
In a recent Facebook posts, Carter wroteâ€¦
â€So after 15 years of talent management, Iâ€™ve decided that itâ€™s time to explore new roads. Â Iâ€™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! Â Iâ€™m a firm believer that Spotify is the future for music. Â In my new role as Global Head of Creator Services, my job is just a natural continuation of what Iâ€™ve always done â€“ protect the voice of artists. Â Always have and always will.â€
With that being said, we may well see a string of music exclusives on Spotify in the coming months.