Troy Carter
Senior Advisor
Troy Carter is the founder and CEO of Venice, a music technology company that provides SaaS
and Premium Services for independent music artists. Formerly, Troy was the founder and CEO
of Atom Factory, where he rose to prominence nurturing the careers of global superstars
including Lady Gaga, Meghan Trainor, and John Legend. Troy served as a longtime advisor to
Spotify before joining the company in 2015 as its Global Head of Creator Services, overseeing
the company’s growth strategy for artists and record labels, leading up to Spotify’s IPO. In 2017,
Troy was appointed Entertainment Advisor to the Prince Estate, which he stewarded until 2022.
His interest in the intersection of technology and culture resulted in the formation of AF
Square Investments. Early investments include Uber, Lyft, Dropbox, Spotify, Warby
Parker, Gusto, Gimlet Media, WeTransfer, Thrive Market, Liquid Death, Stance Socks, TrueBill,
Therabody, and over 75 other early-stage consumer technology and CPG companies.
Troy currently sits on the board of SoundCloud and is a trustee for the Aspen Institute and the
Los Angeles County Museum of Art.
