Music industry heavyweight Troy Carter is in talks to join Spotify, according to multiple reports. Carter would join Spotify to oversee relationships with artists and record labels, and could start his new gig as early as next week, according to the New York Times.
Carter is best known for being Lady Gaga’s longtime manager, but he has also worked with stars like Will Smith, Meghan Trainor and John Legend. His hire seems to signal that Spotify realizes that it needs to have a high-profile manager with a music industry background to compete with the star power of Jimmy Iovine at Apple Music and Jay Z at Tidal.
Jay Z in particular has been using his connections to negotiate a number of exclusives for Tidal, including recent releases from Beyonce and Kanye West. Spotify on the other hand has long deemphasized the value of exclusives.
Carter’s hire could potentially signal a change to that tune — but he could also be valuable to the company’s video efforts. The company launched 12 music-themed original shows earlier this year, and has long been looking to build out its video catalog to differentiate itself from its competition.