According to Hits Daily Double, Troy Carter, the man behind the careers of Lady Gaga, John Legend, Charlie Puth and Meghan Trainor has been hired by Spotify as their new Global Head of Creative Services. The move by the streaming music service is an attempt to compete with Apple and Tidal on securing exclusive artist content.
In a statement made on Facebook Carter posted:
There’s a famous quote from JFK that says, ‘Change is the law of life. And those who look only to the past or present are certain to miss the future.’ With that said, I’m a firm believer that Spotify is the future for music. In my new role as Global Head of Creator Services, my job is just a natural continuation of what I’ve always done – protect the voice of artists. Always have and always will.
This is an aggressive yet calculated move for both Spotify and Carter. While Spotify is the undisputed leader in music streaming, boasting more than 75 million users and 30 million paid subscribers with $2.1 billion in revenue last year; the music service is behind when it comes to original artist content. Tidal and Apple have deals with the biggest artists in music today including Beyonce, Taylor Swift, Adele, Drake and Kanye. With some deals so exclusive (Beyonce, Taylor Swift and Adele) the music is prohibited from appearing on any other service.
No doubt Spotify hopes to tap into Carter’s deep industry ties and secure exclusive Spotify deals. If he is able to pull it off, his stock will soar even higher.