As a second-generation mogul, Troy Carter Jr. is blazing a new trail in the music industry, bridging the worlds of music distribution, artist development, and content creation through his company, 432 MEDIA. Built on the foundation of innovation and forward-thinking strategy, Carter’s label and media company represents a bold vision of what the future of music can look like in a digital age—one where music, creators, and platforms coexist in a thriving ecosystem.
Born and raised in Philadelphia, now based in Atlanta, Carter is no stranger to the world of entertainment. His father, Troy Carter Sr., a business icon, played a pivotal role in the careers of artists like Lady Gaga and founded the music tech company Venice Music. Carter Jr. is taking that legacy to the next level, but with his own unique twist.
Building on a Legacy, Creating His Own Path
At the heart of 432 MEDIA is the desire to push the boundaries of what a record label can be. While the traditional record label model focuses on music releases, 432 MEDIA combines this with management services for content creators, giving the company a stake not just in music, but in the world of streaming platforms like YouTube and Twitch.
“We’ve taken the foundation of a music company and fused it with a modern-day creator agency,” Carter says. “We aren’t just building artists; we’re also growing the influencers and digital creators who play a crucial role in breaking new records and creating cultural moments.”
This hybrid approach has allowed 432 MEDIA to tap into multiple revenue streams. Not only does the company distribute and market music, but it also participates in streaming and content revenues. Its creator clients, including Avery B and Raud, have collaborated with music heavyweights like Rich Homie Quan, Armani White, and Bow Wow, reinforcing the company’s ability to move fluidly between music and entertainment.
Catalog Power and Strategic Partnerships
432 MEDIA’s music catalog boasts over 250 million streams across releases from artists like OT7 Quanny, Lucki, and Colette Lush. Carter’s recent partnership with super producer Black Mayo, the mastermind behind the viral TikTok sensation “Jus Know” and the platinum record “Valentino” by 24Karat Goldn, signals his commitment to building a powerful roster that blends rising stars with industry veterans.
“Our partnership with Black Mayo is a testament to the type of forward-thinking relationships we aim to build,” says Carter. “It’s not just about releasing music; it’s about positioning creators and artists as leaders of the culture.”
A key element of 432 MEDIA’s success lies in its integration with Venice Music’s dashboard. Venice, the tech-driven platform launched by Carter’s father, offers a unique backend infrastructure that gives independent labels the ability to scale, analyze, and monetize their music effectively.
“With Venice, we have the tools and insight to grow our artists efficiently, whether they’re just starting out or already have a fanbase. That level of tech-driven infrastructure is a game-changer for us,” Carter explains.
Box Boys: Owning the Live Music Experience
Carter’s vision doesn’t stop at the studio. Through 432 MEDIA’s minority stake in the concert promotion and festival company Box Boys, the company is further extending its reach into the live music business. Box Boys has sold over 10,000 tickets to date and grossed upwards of $500,000, booking shows with some of the hottest names in hip hop, including Destroy Lonely, Ken Carson, and SoFaygo.
“We’re able to curate experiences for our artists, not just through their music, but through live performances and fan engagements,” says Carter. “Box Boys gives us a direct line to the live scene, which is crucial for artist development and for building long-term careers.”
This stake in live events is another example of Carter’s strategy of diversification—creating a business model that doesn’t rely solely on one revenue stream but leverages multiple avenues of growth, from streaming to ticket sales.
Hybrid Creators, Hybrid Company
What sets 432 MEDIA apart is its core philosophy: it’s not just a music company, it’s an ecosystem. One that empowers artists and creators to thrive across platforms. By investing in both the content creators and the platforms they thrive on, Carter is ensuring that 432 MEDIA has stakes in every part of the creative process.
“Our tagline says it all: ‘A Hybrid Company for Hybrid Creators,’” Carter says. “We’re at the intersection of music, content, and technology, and that’s what allows us to be future-proof. We have an equitable stake in the platforms that launch the artists, the content creators who create buzz, and the artists themselves.”
As Troy Carter Jr. continues to evolve 432 MEDIA, one thing is clear: he is building a future-proof record label that’s uniquely designed for the new era of the music business. By fusing the worlds of music, tech, and digital content, Carter is creating opportunities for artists and creators that didn’t exist a decade ago.
“Our goal is to create sustainable careers for artists and creators,” says Carter. “And that means building a business that’s adaptable, resilient, and most importantly, forward-thinking.”
Troy Carter Jr. is redefining what it means to run a record label in the modern era. By blending music distribution, content management, and live event promotion, 432 MEDIA is truly a hybrid company for hybrid creators, poised to lead the industry into the future. From Philadelphia to Atlanta, Carter is carving out his own legacy, one that is future-proof and built for the long haul.
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