Back in March, US-based A&R impresario and former global creative director at Apple Larry Jackson announced a new project called gamma.
Jackson’s new multi-billion dollar company counts a list of notable financial backers, including Todd Boehly’s Eldridge Industries and his former employers Apple and A24.
Gamma’s first acquisition was named Vydia, a distribution and services company founded by Roy LaManna. Vydia has previously worked with artists such as Akon, Kanye West, Mr Eazi, and Anuel AA.
I also learned that a partnership with Snoop Dogg was among the first series of deals Gamma struck out. This brings Death Row Records’ catalog back to all streaming services around the world after his week-long exclusive on TikTok.
MBW can reveal Gamma’s next move. it’s a big one. The company is expanding its operations into her two key emerging markets, Africa and the Middle East.
Music industry veterans drive Gamma’s development Sifo Dlaminias President of Africa and the Middle East.
The company’s African expansion is an international supermodel and United Nations Ambassador. Naomi Campbell. In expanding his role as principal advisor to Gamma, Campbell has now been appointed as the company’s Special Advisor for Africa and the Middle East.
Gamma’s African operations will be based in the Middle East from Lagos, Nigeria and Dubai, United Arab Emirates. (Gamma’s global headquarters are in Los Angeles, with offices in New York and London.)
Gamma’s International Expansion Announcement Follows News Revealed at Latest IFPI global music report, sub-Saharan Africa was the fastest growing recorded music region in the world in 2022, in percentage terms.Market record industry annual turnover increased 34.7% YoY.
“Africa and the Middle East are critical to Gamma’s long-term vision and success.”
Larry Jackson
According to Larry Jackson, “Africa and the Middle East are critical to Gamma’s long-term vision and success.”
He added:
“Gamma is an unconventional company and prides itself on taking an unconventional approach to unlocking value for all artists around the world.”
According to Gamma, in his role as Special Advisor, Campbell “creates the necessary pathways for immediate advance across the continent”.
Campbell is the founder of Fashion for Relief, a non-profit organization that helps develop alternative industries such as fashion, technology, business, entertainment and the arts in emerging markets from Africa to India to the Middle East.
She also launched The Emerge Initiative, which supports artists in Africa and the Diaspora, providing a platform of support through mentoring and training opportunities, as well as various creative industries and educational institutions.
Meanwhile, with over 24 years of experience in the music business on the African continent, Dlamini has been described by gamma as ‘one of the founders of the modern music industry in Africa’.
He is the former CEO of Universal Music South Africa and Sub-Saharan Africa, where he was Managing Director for four years before that.
According to Gamma, prior to joining UMG, Dlamini played a “vital role in the stability and growth” of the Southern African Music Rights Organization (SAMRO), Africa’s largest and most profitable royalty collection society. Appointed as CEO.
Prior to joining SAMRO, Dlamini was Vice President of Operations at CSM Entertainment in Dubai, overseeing the region’s largest concerts and music festivals at the time.
Gamma says it is now “uniquely positioned to make an immediate impact in Africa and the Middle East”.
Its digital distribution arm, Vydia, already had a foothold in Africa in 2017 and has said it has since become the platform’s second-largest region by total consumption, after the United States.
The company has also established major partnerships with local record labels such as emPawa Africa, Mavin Records and DC Talents.
As Gamma’s regional debut, the company exclusively marketed and marketed last Friday’s Lema launch. Rave & Roses (Ultra) Albums in African territory.
The album contains hit tracks calm down We now have over 5 billion streams worldwide across all platforms.
arry Jackson, co-founder and CEO of gamma, said:
“Her existing relationships with world leaders, coupled with her deep knowledge of the cultural and economic impact of entertainment, is a win-win opportunity for Gamma and the region as a whole.”
Jackson continued: “I can’t think of anyone I’d like to see lead the effort to empower artists in Africa and the Middle East more than Sipho.
“He is the No. 1 market leader in the number one rising market in the world. Both are necessary to realize our full potential.”
“Enhancing the cultural and artistic richness of African and Middle Eastern artists has been my passion throughout my career.”
Naomi Campbell
Naomi Campbell says:
“Gamma is a special company with a unique mission that I am proud to support and help develop across the region.”
“Gamma is the right vision at the right time for Africa and the Middle East.”
Sifo Dlamini
Dlamini adds: Understanding and differentiating the many markets that make up this region is critical. Larry and the gamma team understand this very well.
“I have dedicated my life to making talent more accessible in all formats, from television to live events to digital platforms. Working with Gamma to blend these formats into a truly artist-first experience It is a dream opportunity and I look forward to making it a reality.”
“African trendmakers are gaining more influence around the world while maintaining their cultural authenticity, embodying the feel-good energy that Afrobeat embodies.”
June Saba, Vidya
Vydia Label and Artist Relations Manager June Saba said: Investment and infrastructure support provided by Vydia.
“African trend makers are gaining more influence around the world while maintaining their cultural authenticity, embodying the feel-good energy that Afrobeat embodies.”
“Sipho is a great asset and supporter of our independent operations, providing insights for navigating the maze of bringing African music to the world.”
Mr. Eiji
Mr. Eazi, artist and founder of emPawa Africa, said: “Sipho has always been a great asset and supporter of our independent operations providing insight on navigating the maze that is taking African Music to the world.
“I am most excited as I think that in this role he can bring all the experience and I trust that he will have the necessary freedom to make those non-conventional but much-needed deals to bring value not just to Vydia but all the independent artists and labels he will work with.”
