Published on November 3rd, 2024 | by Bryson "Boom" Paul

Troy Carter Jr. Is Using His Gaming Roots to Build 432 MEDIA Into An Entertainment Powerhouse

In an industry where the line between music, gaming, and digital content is increasingly blurred, Troy Carter Jr. stands at the crossroads. At just 29, Carter Jr. is the founder of 432 MEDIA, a hybrid company that’s redefining what it means to be both a record label and a content creator management agency. But to understand where this vision comes from, you have to trace Carter’s journey back to the beginning, where gaming culture first opened his eyes to the new shape of entertainment.

Carter Jr.’s story begins like many in his generation, deeply embedded in gaming culture. A pivotal moment came when he and his father, industry mogul Troy Carter Sr., invested in FaZe Clan’s Series A funding round. FaZe was far more than just a collection of gamers—it was a cultural movement. They transformed the gaming world into a space where gaming, fashion, and music collided, influencing millions in the process.

“I didn’t just see FaZe Clan as gamers; I saw them as tastemakers,” Carter Jr. explains. “They were moving culture, and I knew that’s where the future was. Their reach extended far beyond gaming, and I wanted to build something with that same ethos—something that would blend music, content, and influence.”

From there, Carter’s experience in gaming led to significant business wins. He was instrumental in brokering FaZe Blaze’s music distribution partnership with Create Music Group, positioning Blaze not just as a gamer, but as a crossover artist who could tap into multiple streams of revenue. Carter’s role as executive producer on The Lab, a show blending gaming and music culture that was eventually acquired by Bleacher Report Gaming, further solidified his understanding of how these worlds converged.

“I learned early on that content creators weren’t just pushing gaming—they were pushing culture as a whole. That experience with FaZe and The Lab showed me how to integrate music into that ecosystem seamlessly,” Carter says.

It’s this blueprint that’s now at the heart of 432 MEDIA. Carter Jr. has built his company on the idea that creators, whether they’re musicians or content producers, thrive when they can operate fluidly across platforms like YouTube, Twitch, and TikTok. 432 MEDIA isn’t just distributing music; it’s curating an entire universe where creators are given the tools to succeed in multiple arenas.

“We’re calling it a Hybrid Company for Hybrid Creators,” Carter Jr. explains. “In today’s digital landscape, artists are no longer just artists. They’re brand ambassadors, content creators, and influencers. Our goal is to create an environment where they can excel in all those lanes.”

This strategy is already paying off. 432 MEDIA’s agency client roster includes notable creators like Box Boys, Raud, Avery B, and Armani White, all of whom are not just making music, but also engaging in high-traffic collaborations on YouTube, TikTok, and beyond. Carter Jr. has brokered content partnerships that pair creators like Raud with rising stars like Armani White and SheedTs, helping these creators leverage their platforms for maximum exposure. “We’re not just managing their careers—we’re integrating them into the music ecosystem in a way that’s organic and scalable.”

432 MEDIA’s innovation doesn’t stop with music distribution. The company is also making a significant impact in the live entertainment space through its ownership stake in Box Boys, a premier brand for live events and concerts. Box Boys has become a cultural force, booking shows for some of the hottest names in rap, including Lucki, Lazerdim, Destroy Lonely, Ken Carson, Autumn!, Summrs, SoFaygo, and Che.

“We’ve sold over 10,000 tickets and grossed upwards of $500,000 from live events so far,” says Carter Jr. “Box Boys is a key part of our strategy because it allows us to not only build relationships with artists but also to be a part of the fan experience. Live events are where artists and their fans connect most directly, and Box Boys gives us a platform to bring that experience to life.”

By combining Box Boys’ live event expertise with 432 MEDIA’s music distribution services, the company has created a unique pipeline where fans can engage with artists across multiple touchpoints—from streaming to social content to live performances. This multi-layered approach gives 432 MEDIA and its artists a broader platform to build careers and revenue streams, while also providing a more immersive experience for fans.

But make no mistake: music is still at the core of 432 MEDIA’s DNA. The company has already racked up over 250 million streams from releases like Virgil by OT7 Quanny, Space Boy by Lucki, and Seven-One by Colette Lush. Most recently, Carter Jr. signed a distribution deal with Black Mayo, the producer behind the viral hit Jus Know and the platinum-certified Valentino.

For Carter, the key to scaling in this new era is tech. The label operates on Venice Music’s cutting-edge platform, a tech-first system designed to give artists real-time insights into their streams, audiences, and revenue. “Being able to build our label on Venice Music’s dashboard gives us an operational edge,” Carter Jr. says. “It allows us to move faster and smarter, especially when we’re managing creators who are active on multiple platforms.”

Through 432 MEDIA, Carter Jr. has created a new blueprint for how entertainment companies can thrive. The company’s involvement with content creators isn’t just an add-on; it’s a core part of their business. And Carter’s deep-rooted understanding of gaming culture—gleaned from his FaZe Clan days—gives him an unmatched ability to help these creators navigate the rapidly changing world of online content.

“The future of the entertainment industry is already here,” Carter Jr. says with confidence. “And it doesn’t look like the old record label model. It’s about understanding the platforms and using them to create a 360-degree experience for artists and creators. That’s what we’re building at 432 MEDIA—an ecosystem that empowers hybrid creators to thrive on their own terms.”

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About the Author

Bryson "Boom" Paul Bryson "Boom" Paul is a well-known journalist and media correspondent. He has written for OC Weekly, LA Weekly, Dallas Observer, Hip Hop DX, The Source and more. Throughout 13-plus years, he has interviewed the biggest names in music, like Tyler the Creator, 50 Cent and Sean Paul.