Troy Carter

Reports that Troy Carter’s artist-services firm Q&A has a partnership with Warner Music Group isn’t, as such, ‘new’ news. Carter talked openly about it in his keynote at last month’s Midem conference.

“Q&A also has a partnership with Warner Music Group, brokered after a number of the former’s artists decided they wanted to sign with Atlantic Records,” Music Ally reported at the time, with Carter asserting that “they wanted to be on a major record label” and explaining that he believes suggestions that every artist would prefer to be independent is “a false narrative”.

Anyway, now Carter and Warner Music’s global CEO of recorded music Max Lousada have been talking a bit more about the partnership. Carter told MBW that “Having a partnership with WMG allows us to upstream independent artists that are looking to release through a major label system, therefore, enabling us to continue to add value at every stage of their career”. Lousada, meanwhile, said that “Q&A’s artist-centric approach will make this a very natural, seamless collaboration, as we work together to develop bespoke strategies for a diverse group of extraordinary talent”. They’re not saying much, in terms of detail, but the partnership is interesting – especially against the backdrop of, say, Apple Music’s recent acquisition of Platoon, a UK firm whose approach was not dissimilar to Q&A’s.

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