Over 5 1/2 years of driving past Troy Carter’s artistic utopia, Atom Factory, almost daily, we always wondered when we would enter his world.  The day came a few weeks ago when JUST Water hired Nuyorktricity to shoot, edit & create the graphics for their new web series, “I’m Just”.

His magical space did not disappoint! We saw so many of our favorite artists, authors, photographers & musicians represented in his sun-drenched library, we felt right at home. Then he dropped some knowledge and blessed us with notable gems on  inspiration and using failures as steps to success.


Troy Carter, renowned music manager, Founder, Chairman and CEO of Atom Factory, and early believer in the JUST vision talks with JUST about the rays of light in his life, the importance of failure and a family support system.