New Music Startup ‘Gamma’ Gets Support From Apple

Apple Inc has made news by backing a music startup launched by one of its former executives, Larry Jackson. The startup, called Gamma, aims to provide an alternative to traditional record labels and support artists in creating and distributing not just music, but also video, film, podcasts, and other forms of creative content.

Jackson, who previously served as Apple Music's Global Creative Director, co-founded Gamma with Ike Youssef, a veteran music executive. Gamma's approach is to enable artists to create and distribute their content without having to go through the traditional record label system. This system has long been criticized for limiting artists' creative control and taking a significant portion of their earnings.

In a statement, Jackson said, "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 hoops to bring their visions to life, and we created Gamma to ensure they don't have to."

Gamma aims to provide comprehensive support to artists in creating and distributing their content. The startup has acquired Vydia, a company that provides audio and video distribution services, to facilitate this process. Gamma has also announced early projects with several notable artists, including Snoop Dogg, Rick Ross, and Naomi Campbell. Additionally, Gamma plans to collaborate with Eldridge, a major backer of the Los Angeles Dodgers, whose investments include A24, the independent studio that is among Gamma's investors.

According to reports, Gamma has access to approximately $1 billion in capital, though the startup declined to comment on the matter. This significant funding will likely enable Gamma to offer competitive services and attract a broad range of artists looking for an alternative to traditional record labels.

Gamma's approach to the music industry is reflective of broader changes in the industry. With the rise of streaming services and digital distribution, artists have more options for creating and distributing their content. However, traditional record labels still dominate the industry, and artists often face significant barriers to gaining exposure and earning a fair share of their earnings.

By backing Gamma, Apple is demonstrating its continued interest in the music industry and its commitment to innovation. Jackson's previous role at Apple Music highlights the company's interest in offering unique and compelling experiences to music fans. Gamma's approach aligns with this goal by enabling artists to create and distribute their content on their own terms.

In conclusion, Gamma's launch and Apple's backing of the startup suggest that there is significant interest and demand for alternative models in the music industry. As streaming and digital distribution continue to reshape the industry, startups like Gamma may play an increasingly important role in enabling artists to create and distribute their content.