Music executive Larry Jackson is on a mission to use his expertise to take over the game.

Introducing Gamma

According to Variety, Usher and Rick Ross have joined forces with Larry Jackson as flagship artists on his new multi-platform gamma — with a lowercase “g.”

The business includes Jackson’s collaboration with major artists and brands focused on all things music, films, merchandise, fashion, Web3, and more.

A true veteran in the game, Jackson brings a slew of experience within the music industry, notably stepping down from his position as Global Creative Director at Apple Music after seven years in September 2022.

Boss Moves

While his next move has reportedly been kept on the hush, it looks like Jackson was simply preparing himself for a huge takeover within the industry through gamma alongside his co-founder, former Interscope Chief Financial Officer Ike Youssef.

At this time, the company is said to have access to $1 billion in equity and debt and is backed by companies including Apple, Todd Boehly’s Eldridge Industries, and indie film studio A24. However, “other sources tell Variety that Apple is a partner but not an investor, and the money involved is significantly lower.”

What Is Gamma?

Per a statement from the company, its “capabilities revolve around three pillars — content creation, content distribution, and development of the artist-centered business enterprise.”

Additionally, gamma “operates in distinct but connected business segments: recorded music, visual content, media, creative agency, and direct-to-consumer products.”

Flagship Artists

In addition to heavy hitters like Usher and Rick Ross, Jackson has tapped other artists and reportedly holds a stake in the Death Row catalog, which AfroTech previously reported was acquired by Snoop Dogg in 2022. 

Not only is this a huge move for Jackson, but the sentiment could very well be the same for Usher as he’s expressed wanting to continue to bring his creativity to the forefront within the industry.

“I don’t care what business I’m in, I’m still going to make music and also either be a part of creativity in that space of music because it’s something that I know so well,” the “Superstar” crooner told Angie Martinez during an appearance on her IRL podcast.

What’s more, one of gamma’s first musical releases includes an album by Usher thanks to his joint venture with another music legend, L.A. Reid.

Having met both Usher and Reid at the age of 17, Jackson revealed that he’s “much more involved” than your average distributor.

The ultimate goal for gamma is to “become the new radio, where you could actually break records.” Creatives on the platform will also have the opportunity to sell other goods including concert tickets and beauty products.