Meet Troy Carter Jr | Founder, 432 MEDIA — Owner, Box Boys

We had the good fortune of connecting with Troy Carter Jr and we’ve shared our conversation below.

Hi Troy, what inspires you?
I am truly inspired by the great executives who have come before and paved a way for me. Obviously my father, Troy Carter. J Erving is someone who bet on and believed in me early, and put me in position to really win. I am grateful to have had support from people like Ryan Press, Shawn Gee, & Mont Brown on my way up. So with learning from these guys, I’m truly inspired by the opportunity to win a new arena. Im fortunate to be building in the era where social media has democratized access to fans and community. Independent ownership is also the standard in this iteration of the business. Its very inspiring to know that the moves we’ve made, and the moments we’ve curated with Box Boys are going to live forever.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My business, 432 MEDIA, is the blueprint for the next generation of entertainment. We’ve built a unique ecosystem that combines a record label, music publishing, live events, and digital media strategy under one roof. Through Box Boys, we own stakes in live events and digital content that generate revenue from tickets, merchandise, social media platforms, and brand partnerships. On the music side, we manage distribution and publishing for artists like Black Mayo. This multi-layered infrastructure makes us more than just a label or agency—we’re a fully integrated entertainment powerhouse.

My journey started as the General Manager at Human Re Sources, where I sharpened my skills in artist development and catalog strategy. From there, I managed FaZe Clan, learning how to scale digital brands and leverage content to create cultural movements. That experience showed me the power of integrating infrastructure, strategy, and creativity—a formula that inspired me to build 432 MEDIA. What sets us apart is that we’ve seamlessly combined elements from giants like FaZe Clan, Lyrical Lemonade, and Rolling Loud to create a new type of company, one that’s purpose-built to elevate Gen Alpha artists and digital brands.

What excites me most is the value we bring to our partners. We offer artists, creators, and brands the resources they need to scale—access to capital, top-tier content production, strategic partnerships, and proven growth tactics. We’re not just here to work with talent; we’re here to build long-term success stories.

Getting to this point wasn’t easy. The biggest challenge has been evolving myself—developing the discipline, focus, and character required to lead a vision like this. I’ve had to be intentional about becoming the best version of myself, constantly raising the bar as both an entrepreneur and a man. This mindset has been my greatest asset, and it’s a lesson I want to share: your personal growth directly impacts your business growth.

432 MEDIA isn’t just a business—it’s a movement. We’re here to redefine what’s possible in music, entertainment, and digital culture, and we want the world to know: the future belongs to those who create it.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
My day would like

Breakfast: Atlanta Breakfast Club
Morning: Visit The High Museum (Swizz Beatz & Alicia Keys Exhibit)
Lunch: Davio’s at Lenox Mall
Afternoon: Shopping at Lenox Square and Krog Street Market; walk the Atlanta BeltLine Eastside Trail
Snack Stop: Jeni’s Ice Cream or Velvet Taco
Dinner: Marcel (West Midtown)
Evening: Hawks game at State Farm Arena or drinks at Bellyard Hotel
Late Night: Trap Music Museum or Gold Room for nightlife

Honestly, I’m very fortunate to have a high level of access in the city. I really love visiting all of the corporate and local offices here. Tyler Perry’s Studio, LVRN’s Office, Blueprint Group’s Culture Lab, are just a few examples of really cool companies, with cool staff, that reinforce the pride I have in being a black entertainment executive.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d like to shoutout my tribe for unconditional love and support. My wife Haley Carter who has been a great co-pilot, and wonderful mother to our two children, Troy Carter III & Scarlet Carter. After that I have to thank my parents for raising me to have confidence in my beliefs and dreams.

& thank you to my clients and partners.

Gio & Yahir Carbajal, Black Mayo, and the entire team at Venice Music.

None of this is possible without these people showing up everyday, and buying into the vision we cast.

Instagram: troycarterjrr

Linkedin: https://www.linkedin.com/in/troy-carter-jr-63340a147/

Image Credits
Photos via: Saul Sosa