Apple backs new music startup Gamma

Apple is backing a new music startup called Gamma, which was launched by former Apple Music Global Creative Director Larry Jackson and veteran music executive Ike Youssef. Gamma’s launch is also supported with financial backing from Eldridge and A24 to offer artists creative and business services across all artistic and commercial touchpoints. "The power of intellectual property and creative expression cannot be contained to any one format," said Jackson. "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." "Larry and Ike’s idea for gamma centers on service to the artist," said Todd 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."