Troy Carter: excerpted from “Fast Comapny”

Excerpted from December 2011 Fast Company
10. the MUSIC MAN
Troy Carter
Founder and CEO, Coalition Media Group

Blaze new trails.

“Lady Gaga was the first artist in my new management group. When we tried to get her on the radio, every pop station in the country told us no. No exaggeration. They said, ‘This music isn’t top 40, it’s dance.’ So we went around radio. We built relationships with major blogs, like Perez Hilton and Popjustice, and we turned to social-media tools, such as Facebook, Twitter, and MySpace. When Gaga finally broke through [in early 2009], she had a huge fanbase–and a really interesting, intimate digital presence. Now, I don’t want any of my acts to be discovered on the radio. And it seems like the music industry as a whole is replicating that model.”

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