Apple Inc (AAPL.O) is backing a music startup launched by one of its former executives.
The company, called Gamma, is the brainchild of former Apple Music Global Creative Director Larry Jackson and veteran music executive Ike Youssef. It positions itself as an alternative to traditional record labels.
“The artists shaping today’s culture not only create music, but also video, film, podcasts, fashion, and more,” Jackson said in a statement Wednesday. “They shouldn’t have to jump through multiple hoops to express themselves.
Early projects will include work with Snoop Dogg and his Death Row catalog, Rick Ross, and Naomi Campbell, Gamma said. It also plans to collaborate with Todd Boehly’s Eldridge, whose investments include the Los Angeles Dodgers, which is a major backer.