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Spotify hires manager Troy Carter to challenge Apple & others on exclusive content

Apple's chief competitor in the streaming music space, Spotify, is reportedly hiring Troy Carter, a high-profile manager best known for artists like Lady Gaga, Meghan Trainor, and John Legend.




Carter will help Spotify secure exclusive artist content, as well as oversee the creation of original material, HITS Daily Double said on Monday. While the new job was initially just a rumor, Carter later told Re/code that the story was "a bit of a premature leak." It's uncertain whether that meant that talks are still ongoing or if the job is secure. Either way, Spotify has officially refused to comment.

Exclusives have been one of Apple's main weapons in promoting Apple Music. In this area the company has the advantages of Beats co-founders Jimmy Iovine and Dr. Dre, who both have extensive music industry connections. Though it still lags behind in subscriber numbers, Tidal enjoys the clout of co-owners like Jay Z, Rihanna, and Kanye West.

Spotify has largely lacked any meaningful music exclusives or well-known corporate talent, but is nevertheless the world's most popular on-demand streaming service, with over 30 million paid subscribers and many more using its free ad-based tier. In comparison Apple has somewhere over 13 million subscribers in total, with no free listening after a three-month trial period ends.

An Apple Music revamp is expected at next week's Worldwide Developers Conference in San Francisco. This may include a better interface, more Beats radio content, and a move away from the service's failed Connect social network.