Troy Carter, who has served as Spotify’s global head of creator services since June 2016, will be leaving the company in early September, Spotify confirmed today (July 30). Following his departure, Carter will remain as an advisor with the world’s largest streaming service.
As part of his exit, Nick Holmsten, currently Spotify’s head of shows and editorial, which includes its playlists, will take over Carter’s role. Holmsten and Carter’s teams will be combined under the new structure.
“I came to this company to help bridge the gap between Spotify and the creative community,” Carter said in a statement. “Over time, that goal evolved from fixing a challenge to building a global team focused on changing the game for artists around the world, partnering with them to help bring their creative visions to life in new and innovative ways. I’m very proud of what we’ve achieved but with so much accomplished, it was the right time to move out of the day-to-day into an advisory role. The knowledge, relationships and personal experiences will remain with me and I know that this talented team is committed to continuing this important work.”
Carter — who was honored with the UJA-Federation’s music visionary of the year award along with Spotify CEO Daniel Ek in June — has worked with the artist community and music industry at large to help facilitate a conversation between the traditional music business and the streaming service. He also helped shepherd in the company’s emerging artist program, several playlist and subscription initiatives and the latest large-scale upgrade to its free tier, announced earlier this year. Carter previously worked as CEO of the Atom Factory, a management and digital-music firm he founded several years ago, and managed artists such as Lady Gaga, Meghan Trainor and Charlie Puth, among others.
“By all measures, Troy has made a tremendous impact at Spotify,” said Ek in a statement. “When he joined our team, there was skepticism from the artist community on streaming overall. Troy has been instrumental in changing that perception and his efforts to establish true partnerships across the industry will be felt for years to come. He’s built a very capable, global team that embodies an artist-first approach and this philosophy has been adopted across Spotify. We are in an excellent position to build on the momentum we’ve established well into the future.”
Carter’s exit had been rumored for several months, though nothing had been confirmed until Monday. In January, he ranked No. 36 on the Billboard Power 100, alongside Spotify’s vp business and legal affairs/general counsel Horacio Gutierrez. In April 2017, he took on the additional role as entertainment advisor for the Prince estate, following the iconic artist’s sudden death the year prior.
Spotify has undergone significant changes in 2018, with several key executives exiting their posts as part of what one source told Billboard was a “natural endpoint” for some execs, as well as a reshuffling of some departments, after the company went public via a direct listing on the New York Stock Exchange in April. In June, Spotify named Dawn Ostroff as its new chief content officer, who will oversee the content, editorial and creator services departments that Holmsten will now lead as a combined team.