UPDATE: In a new post on his Facebook page, Atom Factory’s Troy Carter reveals his new Spotify title (global head of creator services) and briefly addresses 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."
In making the transition, Carter will also step away from managing Meghan Trainor, Billboard has confirmed. Trainor will now be represented by Jeffrey Azoff and Tommy Bruce at Full Stop Management.
Troy Carter, CEO and founder of artist management firm Atom Factory, will be joining Spotify in an as-yet-unspecified role, Billboard has confirmed through sources familiar with the situation. The news of Carter heading to Spotify was first reported by Hits Daily Double. Says an insider: “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, as accelerator program focused on nurturing next-wave tech firms.
Billboard has reached out to Atom Factory and Spotify for comment.