Atom Factory's Troy Carter to Join Spotify In New Role

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Troy Carter

Carter becomes the latest industry executive to align himself with a streaming company, preceded by Jimmy Iovine at Apple and Jay Z at Tidal.

Troy Carter, CEO and founder of artist management firm Atom Factory, will be joining Spotify in an as-yet unspecified role, Billboard has confirmed.

In a post on his Facebook page, Carter revealed his new Spotify title (global head of creator services) and briefly addressed what the future holds for his company in the wake of his joining Spotify: "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."

Carter also revealed that he'll be transitioning away from artist management -- which includes Meghan Trainor, who will no longer be managed by Atom Factory, and will now be represented by Jeffrey Azoff and Tommy Bruce at Full Stop Management, Billboard has also confirmed.

The news of Carter heading to Spotify was first reported by the music industry publication HITS Daily Double, adding that further details were not available at this time. A source familiar with the situation told Billboard, “Troy is going to make things really interesting.”

Carter becomes the latest industry executive to align himself with a streaming company, preceded by Jimmy Iovine at Apple and Jay Z at Tidal. First rising to prominence as the manager of Lady Gaga, Carter currently oversees an artist client roster that includes Charlie Puth and Kendrick Lamar collaborator Kamasi Washington.

Also through Atom Factory, Carter has built a portfolio of investments that includes Spotify, Uber, Lyft and Dropbox. Rounding out the company’s other business holdings are soda alternative Pop Water and Smashd Labs, an accelerator program focused on nurturing next-wave tech firms.

This article first appeared on Billboard.com

7:45 p.m. PT: Updated with Carter's statement

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