troy carter

MaC Venture Capital, one of the few majority Black-owned venture firms to focus on increasing the woefully slim number of non-white founders, closed its first $110 million fund.

The two-year-old firm came into being when Cross Culture Ventures, co-founded by Marlon Nichols and Troy Carter, merged with M Ventures. That united Nichols with former Washington, D.C. Mayor Adrian Fenty; former William Morris Agency talent agent Michael Palank and MACRO founder and CEO Charles D. King, who was the first Black partner at a major Hollywood talent agency.

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Streaming has dramatically changed how consumers view Hollywood and hear music as theatrical release windows shrink and social media replaces radio and television as a source of music discovery.

In our latest Strategy Session, dot.LA spoke with three talent representatives about how new platforms, models and the pandemic are shifting the ways artists reach their audiences, and what might be in store for the future.

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Troy Carter, 48, knows the modern music business well. The Philadelphian-turned-Angeleno has managed Lady Gaga, John Legend and Eve, and formerly led creator services at Spotify. Carter, who also oversees the entertainment assets of the late artist Prince, has been an advocate for artists and called for greater artist-ownership of their copyrights.

In early 2019, Carter launched Q&A with longtime collaborators Suzy Ryoo and J. Erving. The music-tech company aims to help artists and labels navigate everything from royalty payments to creating hit music through a combination of services and software. One of its first moves was to merge with Erving's Human Re Sources, a distribution and label services company that Sony acquired this December. But its most-watched move is a tech spin on talent management, including a new product that uses music enthusiasts and AI to test whether songs can become hits.

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