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Senior Reporter at The Drum

Spotify taps former Lady Gaga manager Troy Carter as head of creator services to 'protect' artists

Spotify

Spotify has appointed A-list music manager Troy Carter to the role of global head of creator services to lead relations between the streaming service and the artists it profits from.

Carter who has managed the likes of Lady Gaga, Eve and John Legend will take up the position next week, reporting to chief content and strategy officer Stefan Blom.

The move could help Spotify stave off competition from Apple and Tidal, which have both been collaborating with artists to foster relationships and gain access to distinctive content.

Beyoncé and Kanye West have both lent their support to Jay Z’s Tidal, releasing their tracks exclusively on the platform, while Drake rolled out his most recent album ‘Views’ on Apple’s Beat One radio back in April.

Carter will no doubt be looking to fence off similar content on Spotify, which has come under fire in the past for its treatment of artists from stars like Taylor Swift, who has praised Apple for treating her like she was a “voice of a creative community that [it] actually cared about.”

Commenting on his appointment via a Facebook post, Carter said: “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,” he said.

On top of the revenue it receives from ads and subscriptions, Spotify is on the lookout for new ways to monetise its offering, most recently inviting markers to sponsor in-house playlists which target specific customers.

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