How I Built This with Guy Raz Advice Line with Troy Carter of Atom Factory
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Jul 24, 2025 
Troy Carter, founder of Atom Factory and former manager of Lady Gaga, shares his entrepreneurial wisdom. He tackles questions from early-stage entrepreneurs about scaling businesses while maintaining authenticity. Troy discusses the challenges of reaching audiences in a saturated market and highlights the importance of effective influencer collaborations. He also offers insights on niche marketing and the role of social media in building brand loyalty, all while emphasizing the significance of artist ownership in the evolving music industry.
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Troy's Early Career Struggles
- Troy Carter started managing rapper Eve and faced severe hardships including foreclosure and repossession.
- He was introduced to Lady Gaga at his lowest point and helped launch her into superstardom.
Patience and Product Quality Matter
- Focus on creating an exceptional product and patience for long-term brand growth.
- Avoid shortcuts and growth hacks as digital discovery methods evolve and get tougher.
Authentic Influencer Partnerships
- Build relationships with celebrities or influencers who love and align with your product and mission.
- Avoid transactional deals as they usually do not work effectively.