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" When your back is against the wall, your brain has to function at a high level. "
Troy Carter
Level
Wall
High
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" If you look at a company like Uber, a company that so anti-establishment that cab companies are trying to find ways to shut it down, one could compare that to how Public Enemy and NWA went after then-modern society in hip hop. "
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Look
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" The primary plan is to let the music speak for itself. "
Troy Carter
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Itself
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" Spotify favors hits. It's very much a meritocracy: It's not like radio, where whatever is being played is what you hear. We offer songs up, and from there, it's up to consumers to stream the music or not. "
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" When you sit down with Zynga and Google, and they talk about billions of impressions, you think, music has way more of an emotional connection than technology, but we haven't cracked the code. "
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Think
Technology
" You're basically competing with the same exact product. Coke and Pepsi are at least in different cans. Lyft and Uber drivers are just swapping out the mustache for the U on the dashboard, depending on which one they're getting the call on. "
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You
Different
Product
" I come from a place where when you shake someone's hand, it is a deal. "
Troy Carter
Someone
Come
Place
" I had this little rap group, and we were called '2 Too Many'... We used to hang out in front of Jazzy Jeff's record studio every day. "
Troy Carter
Group
Every Day
Used
" I was just a kid in love with hip hop music. I love music. I love the culture. I wanted to be a part of it in any way. "
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Culture
Just
Love
" To me, mentorships and internships are two big pillars in business development. I believe in having multiple mentors. "
Troy Carter
Believe
Business
I Believe
" What's important for that person on the other side of the table, and what's important for the client? "
Troy Carter
Important
Person
Table
" It's more important to have the one million diehard fans than to have 54 million people who aren't necessarily fans, or they might have liked one thing you said or one video. "
Troy Carter
More
Important
People
" It's pre-roll or post-roll on Vevo. The record company makes money off of that, and then it trickles down. "
Troy Carter
Company
Then
Off
" Music as a whole industry is growing exponentially, but in terms of the actual music file, when you look at the actual value there, to me, 'The Beatles' catalog should be worth more than Spotify. "
Troy Carter
You
Value
Music
" Exclusives are bad for artists, bad for consumers, and bad for the whole industry. "
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Consumers
Artists
Whole
" Technology has long been the driver of growth in the music business from the invention of lacquers, eight-track players, vinyl, cassettes and CDs. "
Troy Carter
Business
Growth
Music
" I am inspired by the diversity of the entrepreneurs that come into 'Shark Tank' and the ability of the show to reach all Americans. "
Troy Carter
Ability
Diversity
Shark
" You can't make an artist like Lady Gaga. You can help support, you can help develop the vision - I think you can add to the vision - but you just can't make an artist like that. That's like saying Lebron James' high school coach made Lebron James. "
Troy Carter
Vision
Think
Support
" We called ourselves '2 Too Many' because we only had enough money for one of us. "
Troy Carter
Because
Us
Money
" When we're looking at strategic partners, it may be that they're larger partners or big corporations or start-ups. But, when you look at Gilt and places like Amazon and Starbucks, they're all places where it's a lot of foot traffic or digital traffic. "
Troy Carter
You
Digital
Look
" Before I even agreed to work with Hennessy and the Privilege Awards, I wanted to do some research on it, look up past winners, and find out more about it. "
Troy Carter
Past
Research
Work
" I said, 'Who said African American founders can't build a billion dollar company?' "
Troy Carter
Build
Company
Dollar
" Spotify was one of the first services that actually focuses on the consumer because they don't have to spend hundreds of dollars a year on music. "
Troy Carter
Year
Because
Consumer
" What I like about Bre.ad is the simplicity of it. When you can explain it to people, like 'five-second billboards in front of a link shortener,' it makes a lot of sense. "
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Explain
Like
People
" There was a time when radio stations wouldn't play Gaga's music because it was considered dance. Outside of live performances, the Internet became our primary tool to help people discover her music. "
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Dance
Time
People
" We look to find partners whose values align with that of our artists. We also look for unique platforms that the potential branding partner can provide. Sometimes that's distribution, and sometimes it's an advertising platform. Each situation is unique. "
Troy Carter
Unique
Values
Advertising
" In order to continue the growth, we have to go back to embracing technology and the way that people choose to consume music. "
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Technology
People
Music
" If you wake up in the morning and your favorite artist isn't on the service that you're paying ten dollars a month for, sooner or later you lose faith in the subscription model. "
Troy Carter
Service
Morning
Faith
" When I first got pitched on Uber, I thought it was the dumbest idea ever. "
Troy Carter
Idea
Dumbest
First
" The way it works is the manager's sort of, you know, is like the hub of an artist's career. "
Troy Carter
Career
You
Way
" Being born in the adolescent years of hip hop helped us learn about flux. And when you're in an industry that is constantly growing, changing, maturing... you get a chance to try different things out and a chance to fail. "
Troy Carter
Born
Learn
Try