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" With the 'Born This Way' album, generally we said, how do we find strategic partners that can help us with our vision? Part of that is about putting the music in places people wouldn't normally put music, like with Google and with Gilt. "

Troy Carter

Born

Vision

People

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" What's important for that person on the other side of the table, and what's important for the client? "

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

" 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. "

" 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. "

" 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. "

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

" When your back is against the wall, your brain has to function at a high level. "

" 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. "

" Actors play different characters, so you have to build a new base around each new movie - with few exceptions, most actors don't have a fan base that just follows them around. With musicians, the fan base just goes everywhere they go. "

Troy Carter

New

You

" With Gaga - she's not afraid to take chances. You get these dynamic projects because of it. She's completely unafraid. "

" It's pre-roll or post-roll on Vevo. The record company makes money off of that, and then it trickles down. "

" As important as hustle is, grit and resilience are equally as important because there's a lot of rejection in our business. "

" The venture capital world is completely stacked against minority entrepreneurs. "

" 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. "

" If a kid goes and buys a CD at Best Buy, we have no idea who the person is, how many times they listen to it, or anything like that. "

" 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. "

" 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. "

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

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

" I found a scrap book that my mom had given to me, and inside was a letter that I wrote to myself at age 19. The letter included my goals and dreams for my life, and even then, I was writing about the management company that I built today. "

" I bring in the record label who distributes the 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. "

" 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

" 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. "

" 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. "

" 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. "

" That's all I ever wanted to do in my life was music. And because I was a failed artist, I was actually able to help somebody accomplish their dream was, you know, definitely fulfilling. "

" I don't think we're out there aggressively looking for deals. Our strategy is that business follows the creative. We're not out there scouring the marketplace for opportunities. "

" 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

Important

People