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" 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

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" There's less clutter in the beverage category than in the music category. A lot less clutter. "

" I still have a day job, so I don't think I'll be a full-time Shark, but if they ever invited me back, I'd be more than happy to do it. "

" There were a lot of stereotypes that I had to break of how people in the entertainment industry do business. "

" My mom was not able to buy us the expensive Air Jordans, so if I wanted something that was a little bit nicer, my brother and I, we had to go earn money for it. "

" The only two things that ever came naturally to me are music and investing. "

Troy Carter

Music

Things

" The problem with when you look at eBay is that you can put a pair of Jordans next to a frying pan. It's an altogether different experience compared to having some editorial around it and well-curated experience. "

" There are not a lot of black men in the pop business. "

" Once we started making investments, we realized the same service we provided to artists was applicable to entrepreneurs as well. "

" I like to compare the attitude and energy of an emerging start-up to that of the early hip-hop era. From working at labels like Bad Boy and Ruff Ryders, walking into the Def Jam offices, A Touch of Jazz and things like that, the vibe is that off making something out of nothing and making things work, and that's what I love about start-ups. "

" Money doesn't make me tick. This definition of success doesn't make me tick. Managing some of the biggest stars in the world doesn't make me tick. Making my family proud makes me tick. "

" 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. "

" Mattel stepped up and changed the face of Barbie. Barbie looks a lot different than she did decades ago. Or even three weeks ago. "

Troy Carter

Face

Three

" 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. "

" 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. "

" I was brought onboard to strengthen the bridge between Spotify and the music community. "

" I said, 'Who said African American founders can't build a billion dollar company?' "

" 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. "

Troy Carter

Explain

People

" 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. "

" Technology has long been the driver of growth in the music business from the invention of lacquers, eight-track players, vinyl, cassettes and CDs. "

" I'd like to open doors for underserved communities and minorities in entrepreneurship. "

Troy Carter

Open

Entrepreneurship

" You have a huge demographic shift that's happening in America. Globally. "

" The primary plan is to let the music speak for itself. "

" She was a performance artist calling herself Lady Gaga, who had a European dance-club sound and pop-star aspirations - elements that historically haven't mixed. "

" 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. "

" My biggest frustration is the lack of scale in the music industry. The fact that no one has sold 100 million copies of an album is frustrating. "

" If you can't see it, you can't be it. "

Troy Carter

You

See

" 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. "

" 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. "

" No one has bridged that gap between music and technology yet. "

" On the artist side, we made a significant investment in very young artists from the very beginning of their careers and helped them become global superstars. "