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" The primary plan is to let the music speak for itself. "
Troy Carter
Music
Itself
Plan
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" When I started Atom Factory, the idea was to do something small yet powerful. That name resonated with the mission. "
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Started
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" The way consumers interact with music is different now. It's not an albums business anymore; it's a singles business again, and the industry has gone through that before. "
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" 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. "
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Born
Learn
Try
" Technology is going to play a huge part in tomorrow's music business. And the companies that will win are going to be the most equipped to understand how to use data to further an artist's career. "
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Technology
Tomorrow
Music
" 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. "
Troy Carter
You
Think
Technology
" People are experimenting with streaming, with subscription services, whether it's a Spotify or a Pandora or a Rdio. "
Troy Carter
Streaming
Whether
Spotify
" 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
" When we look at transportation in America, there's going to be companies like Magic Bus, where you have these private bus fleets. You're going to have carpooling; you're going to have these different types of transportation. It's going to be a full ecosystem, but it's not going to be a winner-takes-all. "
Troy Carter
America
You
Magic
" You have a huge demographic shift that's happening in America. Globally. "
Troy Carter
America
Happening
Huge
" The music industry really is a meritocracy on a creative level. "
Troy Carter
Creative
Music Industry
Music
" There were a lot of stereotypes that I had to break of how people in the entertainment industry do business. "
Troy Carter
Stereotypes
Business
Break
" 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. "
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You
Digital
Look
" No one has bridged that gap between music and technology yet. "
Troy Carter
Gap
Music
Between
" 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. "
Troy Carter
Look
Down
Society
" Hustle is simple - it's doing the work. A lot of people like to talk about it, a lot of people have ideas, but it's difficult to actually do the work. "
Troy Carter
People
Lot
Work
" My third hire when I came to Spotify was Tiffany Kumar, who came on as our global head of songwriter relations. The whole idea was to put our heads together and figure out how to build and contribute within the songwriting community. "
Troy Carter
Within
Head
Build
" The most successful people in the world are the ones who thought of that idea that was 'too crazy to work.' "
Troy Carter
Thought
Who
Work
" The only two things that ever came naturally to me are music and investing. "
Troy Carter
Music
Me
Things
" When you look at how technology companies are funded, it's not a zero-sum game. It could be 20 investors in one company, and everybody has to work together for the benefit of that company. "
Troy Carter
Technology
Game
Look
" To me, as A&R people and as managers, we're in the business of finding talent. It's no different than working with these engineers who just want to make good products. "
Troy Carter
Me
Talent
People
" I was brought onboard to strengthen the bridge between Spotify and the music community. "
Troy Carter
Community
Bridge
Music
" I'm a very commonsense guy - I just look at the viability of the idea, if I feel the team has the ability to execute the idea. I also look at the investment syndicate, the size of the market, and then a lot of gut married on top of it. "
Troy Carter
Feel
Size
Look
" I was Jazzy Jeff's assistant. "
Troy Carter
Jazzy
Jeff
Assistant
" With what Enrou was doing with helping women and taking products from local marketplaces, we thought it was really great. "
Troy Carter
Products
Doing
Great
" In order to continue the growth, we have to go back to embracing technology and the way that people choose to consume music. "
Troy Carter
Technology
People
Music
" When your back is against the wall, your brain has to function at a high level. "
Troy Carter
Level
Wall
High
" 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
" The more people are listening to music and experiencing it, the more value for both the music companies and the artist, especially when their financial model is built around that . With the music industry, everybody is starting to understand that doesn't begin with a piece of music. "
Troy Carter
Artist
Value
People
" Coming from the music business and seeing the transition from artists to fans, fans to consumers, it's really about understanding the psychology of why people want to associate with your brand. "
Troy Carter
Understanding
Music
Business
" We called ourselves '2 Too Many' because we only had enough money for one of us. "
Troy Carter
Because
Us
Money