Newspaper article International New York Times

Spotify Hires Lady Gaga's Former Manager ; A Liaison with Artists, Songwriters and Labels as Competition Mounts

Newspaper article International New York Times

Spotify Hires Lady Gaga's Former Manager ; A Liaison with Artists, Songwriters and Labels as Competition Mounts

Article excerpt

Mr. Carter, the former manager of Lady Gaga, is expected to oversee relationships with musicians as competition mounts in the streaming business.

As the music industry's streaming wars intensify, Spotify is turning to the former manager of Lady Gaga to help compete against players like Apple and Tidal.

Troy Carter, known as an innovative manager for musicians and a prolific tech investor, has joined Spotify as its global head of creator services, overseeing the company's relationships with artists, songwriters and record companies, Spotify said on Monday.

Mr. Carter could start as soon as next week and will report to Stefan Blom, Spotify's chief strategy and content officer.

Music executives, who had been notified of the change, said that they expected Mr. Carter to take on a role roughly similar to the one that Jimmy Iovine, the longtime music producer and co-founder of Beats Electronics, holds at Apple. That is, being a central contact for the music business, someone who speaks the same language as artists and their managers, and can help secure content for the service.

Mr. Carter declined to comment, and a spokesman for Spotify declined to speak further about the deal.

Spotify, which has led the music industry's shift to streaming, continues to face strong competition from Apple, Tidal and other services, as it has for the last year. Exclusive content deals, like the ones that propelled new albums by Drake at Apple and Beyonce at Tidal, have emerged as the most potent form of warfare, helping those services draw millions of new subscribers and forge tight bonds with superstar acts.

So far, Spotify has been reluctant to make such exclusive deals on new albums.

"We believe long-term exclusives are bad for artists and they're bad for fans," Jonathan Prince, a Spotify spokesman, said in April after the release of the Beyonce album "Lemonade," which is widely available for sale but can be streamed only through Tidal.

But Spotify has also been developing other forms of content. It recently hired Tom Calderone, a former Viacom executive, and announced a slate of original video programming, including series with the actor Tim Robbins and the veteran hip-hop executive Russell Simmons. …

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