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Troy Carter

Slate interview

9 Aug, 2011

Carter is interviewed by Slate magazine, as part of its Top Right project, which lists 25 Americans who “combine inventiveness and practicality: our best real-world problem-solvers”. He talks about Gaga’s entrepreneurial deals:

Our strategy is that business follows the creative. We’re not out there scouring the marketplace for opportunities. It just happens. If [Gaga] has an idea that works with a song or a project that she is working on, we go look for best-of-class partners to help us execute it. And a lot of businesses bring ideas to us.

About the upcoming release of Backplane:

The problem is: How meaningful is that social media imprint [on Facebook, Twitter, and her own site]? Just because you have 43 million likes on Facebook doesn’t necessarily translate into 42 million albums sold, 42 million concert tickets sold, 42 million pieces of merchandise sold. So this really builds on a concentrated audience, as opposed to making it bigger.

On his other entrepreneurial projects:

I love entrepreneurs. In the tech space, what I found is this incredible energy that reminded me of the early days of hip-hop. Back then, guys were all starting their own companies. It wasn’t about the money. It was about passion for a specific product or project. I’ve just been meeting a ton of smart kids who have a deep passion. I’ve become an advisor to some, an investor in some of these companies, and they’ve been helping me with some of my projects.