After dropping out of high school, James Lassiter and Will Smith signed Troy Carter to William Records. There, he was a part of the group “2 Too Many.” After the band broke up, he used to work as James Lassiter and DJ Jazzy Jeff’s personal assistant.
He was employed by Sean Combs at Bad Boy Records. After that, he moved to Los Angeles and carried on working with Lassiter.
In 1999, Carter took over as Eve’s manager. He also started working with other musicians including Floetry and Nelly. He and Jay Erving created the talent management company “Erving Wonder” in the same year. They finally sold the company to Sanctuary, a British corporation. He subsequently started overseeing Lady Gaga (who was unknown at that time).
He founded the “Coalition Media Group” in 2007. In 2010, he founded “Atom Factory.” A year later, Troy Carter co-founded the business “The Backplane.” In 2012, he established “An IDEA,” a company that develops products and handles branding. Additionally, he established AF Square, a tech consultancy business and angel fund that has backed businesses like Fab, Dropbox, Warby Parker, Uber, and Spotify.
John Legend, Priyanka Chopra, Meghan Trainor, Mindless Behavior, The Ceremonies, and Greyson Chance are among other musicians Troy Carter has worked with.
In 2011, Troy Carter received a nomination for an Outstanding Variety, Music, or Comedy Special Primetime Emmy Award. The Aspen Institute recognized him as a “Henry Crown Fellow” in 2012.
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