As a mastermind and brand-builder, Troy Carter is the brains behind launching some of the world’s most recognizable celebrities, including Lady Gaga, John Legend, & Meghan Trainor. He also has over 80 holdings in top startups, including Uber, Spotify, Dropbox, and Warby Parker.
Carter began his career working for Will Smith and James Lassiter’s Overbrook Entertainment and joined Bad Boy Entertainment in 1995, where he worked with groundbreaking artists such as Notorious B.I.G.

In all of his endeavors, Troy has shown an incredible ability to understand people. He knows what people are thinking, what they’re feeling, and how to translate these feelings into successful business strategies.

When asked what key factors he attributes to the success of these superstars, Carter acknowledged their ability to rise to the challenges of their circumstances.

Troy Carter is the Founder and CEO of Atom Factory, an entertainment management company defining popular culture globally. On top of that, Carter is the Global Head of Creator Services at Spotify.

Please enjoy our conversation with Troy Carter. And remember to visit IVY.com to enjoy access to a lifetime of learning, growth, and impact through in-person collaborations with world-class leaders, thinkers, and institutions.

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