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# Troy Carter To Join Spotify In Senior Role, As Battle For Exclusive Content Heats Up
- URL: https://www.hypebot.com/troy-carter-to-join-spotify-in-senior-role-as-battle-for-exclusive-content-heats-up/
- Published: 2016-06-06T16:33:20.000Z
- Updated: 2016-06-06T16:33:20.000Z
- Description: Just as Apple has Jimmy Iovine and Tidal has Jay Z, Spotify will now have the well respected and much liked Troy Carter serving as it's liaison with the music. Continue reading [https://www.hypebot.com/hypebot/2016/06/troy-carter-to-join-spotify-in-senior-role-as-battle-for-exclusive-content-heats-u
- Author: Bruce Houghton
- Tags: Music Business, Music Tech, Streaming, #wp, #wp-post, #Import 2026-01-21 10:22

[![image from vignette2.wikia.nocookie.net](http://hypebot.typepad.com/.a/6a00d83451b36c69e201bb090d389a970d-150wi "image from vignette2.wikia.nocookie.net")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201bb090d389a970d-popup?ref=hypebot.com)Just as **Apple** has **Jimmy Iovine** and **Tidal** has **Jay Z**, **Spotify** will now have the well respected and much liked **Troy Carter** serving as it's liaison with the music and creative community. The **battle among music streamers for exclusive content** is about to get more competitive and likely much nastier.

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[![Spotify new](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b7c869b9d0970b-150wi "Spotify new")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b7c869b9d0970b-popup?ref=hypebot.com)

Troy Carter will be joining Spotify in a senior role, according to multiple sources. He will focus on obtaining more artist exclusives as well as the creation of new content.

Carter has, at various times, served as the manager for Lady Gaga, John Legend, Charlie Puth, Meghan Trainor and others. Trainor will reportedly move to Jeffery Azoff's new management team, according to [Hits Daily Double](http://hitsdailydouble.com/news&id=301392?ref=hypebot.com), which first reported the story.

Under his Atom Factory umbrella, Carter has also been an active and successful tech investor including stakes in Spotify, Uber, Lyft and Dropbox, along with soda alternative Pop Water and Smashd Labs, a tech accelerator. He will reportedly maintain an office for Atom Factory to manage his investment interests.