Larry Jackson, who quit Apple Music as its Global Creative Director seven years ago, announced the launch of Gamma, a new music startup that is positioning itself as an alternative to traditional record labels.
The company is set up by Jackson and veteran music executive Ike Youssef.
Calling itself “a modern media and music company created to revolutionise the way artists create, distribute, and monetise their content and brand”, Gamma’s launch is supported with financial backing from Eldridge, Apple, and A24, an indie film studio.
In a statement, Jackson explained the concept: “The power of intellectual property and creative expression cannot be contained to any one format. The artists shaping today’s culture not only create music, but also video, film, podcasts, fashion, and more. They shouldn’t have to jump through multiple hoops to express themselves.
“Gamma is built with the flexibility and aptitude that creators need to connect with fans on all formats and across all channels – with transparency and no restriction. We are a progressive media company powered by the best-in-class content distribution and analytics software by way of our Vydia acquisition. And central to its core, Gamma is an ideas company.”
Early projects will include work with Snoop Dogg and his Death Row catalog, Usher, Rick Ross, and Naomi Campbell. It also plans to collaborate with Todd Boehly’s Eldridge, whose investments include the Los Angeles Dodgers, which is a major backer.
Variety mentioned that Jackson also has his sights set on signing Travis Scott, who has one more album left in his contract with Epic Records.
“Larry and Ike’s idea for Gamma centers on service to the artist,” said Boehly, Chairman and CEO of Eldridge. “We are excited to partner with them, Apple, and A24 to build a platform that helps artists deliver exceptional content with fans, and grow the enterprise value of their own brands.”
Apple’s partnership with Gamma
Oliver Schusser, Apple’s Vice President of Apple Music., added: “We’re excited to see Larry’s vision come to life with Gamma. We’re always looking for new ways to support creators, and we can’t wait to see what talent across music, video, podcasts, and more dream up.”
A report in Variety said the sources told the magazine that Apple is a partner but not an investor.
Gamma says it will support video distribution through Vydia, a company it acquired in December 2022.
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