Gamma
Gamma has established strategic partnerships with The Music Arena, The Temple Company and Sol Generation Publishing and Distribution in Africa as well as LPME Records in the Middle East.
Gamma’s latest partnerships bolster the company’s commitment to supporting artists and labels in these regions, which its founder Larry Jackson outlined last year to Billboard when his media and entertainment company first expanded its operations there. Last May, Sipho Dlamini and Naomi Campbell joined gamma as president and special advisor for Africa and the Middle East, respectively; Larry Gaaga was named vp/GM for Africa and Dany Neville was named vp of A&R for the Middle East last August.
“It’s incredibly gratifying to see the enthusiasm shown by our new strategic partners, their artists and stakeholders in aligning with gamma. We’re well under way, engaged in bolstering the creative momentum for artists from these key markets,” Dlamini said in a press statement. “An indication of our ambition is that in conjunction with our new partners we’re generating writing camps in Nigeria, South Africa, Kenya and the [United Arab Emirates]. I don’t know of another company that is navigating the continent and region in this manner with this reach. The creative collaborations we’re establishing will further travel local music to global adoption.”
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In June, the company officially launched gamma South Africa in Sandton, one of the country’s biggest financial hubs within Johannesburg. Gamma hosted a launch party on June 6, with Dlamini, Gaaga, Thabo Keith Ngweya, gamma’s strategic partnerships & culture marketing lead for Africa, Sikhulile Nzuza, gamma’s strategic partnerships, culture & operations lead for Africa, and more in attendance. The company has been providing dynamic opportunities for South African acts since last year, such as tapping DJ/producer MöRDA to remix “Mysterious Ways” on The Color Purple (Music From And Inspired By) that the company distributed alongside WaterTower Music last December (with Jackson as one of the producers, alongside Quincy Jones and Scott Sanders). Gamma recruited MöRDA again as well as Major League Djz, Junior Taurus and Soa Mattrix to create amapiano and Afro House-inspired remixes of Usher and Nigerian singer-songwriter and producer Pheelz’s “Ruin” from the former’s latest album COMING HOME that was distributed via Usher and L.A. Reid‘s mega and gamma in February.
Gamma’s partnership with the Johannesburg-based conglomerate The Music Arena aims to continue bridging the gap between South African artists and international markets by providing artists with unprecedented opportunities to collaborate with an international label, leveraging gamma’s expertise in the global market (especially in the U.S.), with a special focus on artist collaborations and joint ventures.
The Music Arena is comprised of three different music entities: Gallo Music, South Africa’s largest and oldest independent record label; Gallo Music Publishers, Gallo’s publishing arm that’s home to iconic composers and a rich repository of cultural works; and Content Connect Africa, the continent’s leading independent media and content business that represents over 2,000 African artists and labels. The Music Arena’s global footprint spans South Africa, Uganda, Nigeria, Ghana and the U.S.
“The Music Arena is delighted to be partnering with gamma in a multi-faceted deal, which will grow our artists’ presence internationally as well as represent gamma’s artists on the network operators’ platforms in Africa,” said Antos Stella, CEO of The Music Arena, in a statement. “Our focus remains on developing and growing our artists and composers globally.”
Gamma’s new alliances aim to cover the entire African continent. The company’s partnership with The Temple Company, a leading record label, TV/film production company and talent management agency based in Lagos, aims to connect Nigerian artists to global audiences by developing and promoting Nigerian talent, with a special focus on cross-cultural collaborations to maximize international exposure. One of the first projects from this partnership is Nigerian superstar D’Banj‘s new album Entertainer–The Sequel, the follow-up to his 2008 album The Entertainer, which will be released on Aug. 16.
“Our partnership with gamma marks a pivotal moment for The Temple Company and the Nigerian music industry at large. This collaboration will open up new opportunities for our artists to showcase their talents on a global stage,” said Idris Olorunnimbe, The Temple Company’s group chief executive. “We’re particularly thrilled about D’Banj’s upcoming album, Entertainer–The Sequel, which we believe will be a gamechanger in demonstrating the universal appeal of African music. Together with gamma, we’re committed to nurturing and promoting the incredible talent that Nigeria has to offer, and we’re confident that this partnership will play a crucial role in shaping the future of African music on the world stage.”
Gamma will also celebrate East Africa’s rich musical heritage through its partnership with Nairobi, Kenya-based Sol Generation Publishing and Distribution, the music publishing and distribution arm of award-winning Afropop group Sauti Sol.
LPME Records is committed to producing music that inspires unity and celebrates cultural diversity and establishing Dubai, UAE, as a musical creative hub. The labels currently represents three dynamic artists: the label’s first signee Dawda, a Gambian-Estonian star who blends Afrobeats, hip-hop, R&B and pop and has written and produced for Britney Spears, Akon, Oxlade and Snoh Aalegra; Yasmina, a Tajikistani artst who’s known for her unique fusion of Arabic and pop music; and Alya, an Emirati-British singer/songwriter/dancer/actress who draws inspiration from soul, jazz, R&B, hip-hop, amapiano and Afrobeats. Additional signings will be announced later this summer.
The state-of-the-art LPME Studios is reputable for having top-class sound quality and being a creative hub fostering musical innovation. The facility includes six production rooms, two Dolby Atmos rooms, a main stereo room, live band and vocal rooms and more. Artists like J Balvin and Jason Derulo as well as Grammy-winning engineer Tony Maserati have previously worked there.
“We are incredibly excited to enter into this partnership with gamma. This collaboration represents a significant step forward in our mission to share the rich and diverse sounds of our artists with a global audience,” added Moh Denebi, LPME Records’ label manager and producer. “Together with gamma, we are confident in our ability to elevate our artists’ reach and impact, bringing fresh, innovative music to listeners around the world.”
R&B/hip-hop industry veteran Lionel Ridenour has been appointed executive vp of promotion at gamma. In his new role, Ridenour will oversee the company’s radio promotion efforts across all formats and genres. The appointment comes in the wake of Ridenour’s promotional work on behalf of gamma. projects by Usher, 4batz, Sexyy Red and October London.
In a press release announcing Ridenour’s appointment, gamma. co-founder/CEO Larry Jackson said, “Early into the formation of gamma., we oftentimes heard the critique that one of things we would be challenged to deliver on is radio promotion, for any artist at the highest level. So we challenged ourselves to roll up our sleeves and debunk that theory. And it is because of Lionel, his staff and our efficient spend in this area that we now have such an unbelievably strong radio market share for a company that’s only a year old.
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“Radio is still such an important mainstream access point to the heartland of so many countries, especially the U.S., and I am so happy to be able to have Lionel leading the charge for us in that regard,” Jackson added. “It’s also incredibly noteworthy that he’s the first African-American head of promotion in 40 years for any major music company (we’re not a label, of course) and I am so proud to be able to be a part of this historic moment in the overall business.”
Added Ridenour, “I’m thrilled to be joining gamma. and want to thank Larry and Ike [Youssef, gamma. president] for the opportunity to grow past the boundaries of industry norms and lead all promotion efforts on behalf of a wide variety of incredible talent. It’s gratifying to be a part of an intrepid company reshaping the manner in which careers can be magnified and propelled.”
Over the last decade, Ridenour’s Anchor Promotions has worked with various major and independent labels, including Warner Records, Alamo, Red Bull, Hitco and Geffen Records. Founded by CEO Ridenour in 2013, Anchor was the industry’s only Black-owned label services and promotion company.
Prior to Anchor, Ridenour began honing his promotional skills during his first industry gig as co-founder of the street promotion team Mainframe Records, later brought in-house by Capitol Records. His resumé since then includes supervising promotion for LaFace Records, Bad Boy and Rowdy Records. After a decade of working closely with Clive Davis at Arista Records — overseeing promotion for projects by artists such as Biggie, TLC, Usher, OutKast and Whitney Houston — Ridenour went on to lead the music departments at Virgin Records and Malaco Records. Last year, he received the Living Legends Foundation’s Music Executive Award.
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Of his previous trips to Africa, Larry Jackson says simply, “[They have been] tattooed on my heart.” Now, with his latest venture, he’s looking to put his own stamp on the continent.
Gamma, Jackson’s recently launched media company, announced in May that it was expanding operations into Africa and the Middle East with Sipho Dlamini and Naomi Campbell onboard as president and special advisor for Africa and the Middle East, respectively. And this month, the company named Larry Gaaga vp/GM for Africa and Dany Neville as vp of A&R for the Middle East. One of Gaaga’s primary focuses will be spearheading initiatives to develop local talent, and he’s already begun discussions with Dlamini and Campbell on how they’ll discover and develop more African female artists. In his role, Neville will be identifying and nurturing Middle Eastern talent.
The move into both regions comes at an opportune time. According to the 2023 IFPI Global Music Report, Sub-Saharan Africa became the fastest-growing region in the world last year, with a 34.7% increase in revenue largely driven by South Africa’s booming market, where sales were up by 31.4%. Meanwhile, the Middle East and North Africa (MENA), 2021’s fastest-growing region, experienced a 23.8% increase in revenue driven almost entirely by streaming, which has a 95.5% share of the region’s recorded music market — the highest of any in the world.
Gamma is joining a long list of Western music companies to have set up shop in both territories over the last few years. UMG Nigeria and Sony Music Entertainment West Africa have both established offices in Lagos, Nigeria. In 2020, EMPIRE signed a distribution and publishing deal with Olamide’s independent label YBNL Nation, leading to the launch of EMPIRE Africa in Lagos two years later. Elsewhere on the continent, Warner Music Africa is based out of Johannesburg, South Africa, where Universal Music Africa also established one of two regional headquarters (the other is in Abidjan, Côte d’Ivoire). UMG has also been making inroads in the MENA region, from Republic Records partnering with Wassim “Sal” Slaiby to launch Universal Arabic Music to becoming the first major music company to open operations in Casablanca, Morocco. Universal Music MENA and Sony Music Middle East have headquarters in Dubai, United Arab Emirates, while Warner Music Middle East is based out of Beirut.
Gamma will have staff in Johannesburg, Lagos and Dubai, with plans for a physical office in Lagos. Dlamini will be based in Lagos and Dubai while frequently traveling to South Africa, Saudi Arabia and other countries in the markets; Campbell will also be frequently present in both regions, says a company spokesperson. On the African continent, Gaaga will help guide teams in Johannesburg and Lagos (where he’ll be based). And in the Middle East, Neville will be stationed in Dubai, where he’s established himself as one of the UAE’s groundbreaking on-air radio personalities/DJs.
The company has already gained a foothold in Africa thanks to its acquisition of music distribution service Vydia in December. Vydia’s founder/gamma chief technology and product officer Roy LaManna says that since Vydia launched on the continent in 2017, it’s become the company’s second-largest territory in the world thanks to partnerships with local record labels like Mr. Eazi’s emPawa Africa and Don Jazzy’s Mavin Records — which gamma is now using to further expand there. In April, gamma exclusively distributed and marketed a re-release of Mavin artist Rema’s Rave & Roses debut album in African territories, marking the company’s first regional move. The album includes Rema’s latest smash “Calm Down” with Selena Gomez, which has amassed 7.52 billion total on-demand streams globally, including user-generated content (UGC does not count toward Billboard’s charts). Vydia says the single has garnered 482 million streams across the African continent, while Rave & Roses has amassed more than 580 million streams across all tracks.
By owning Vydia, gamma will be able to support African artists in building careers in their home countries and beyond by offering technology and data that “can identify where tracks and artists are performing and then support and elevate them into a better space,” says Dlamini, while also offering staff on the ground where they are.
Dlamini has an impressive track record. For 24 years, he has been a music industry leader in Africa, including the seven years he spent at UMG, first as MD and then as CEO, along with a four-year stint at the Southern African Music Rights Organization (SAMRO), where he was eventually promoted to CEO. Prior, Dlamini was vp of operations at CSM Sport & Entertainment in Dubai, where he oversaw the largest concerts and music festivals in the region. In his previous role as MD of Universal Music South Africa and Sub-Saharan Africa, he launched Def Jam Africa — where he hired Gaaga as vp of A&R last year — with headquarters in Lagos and Johannesburg.
Jackson says he “had always admired” Dlamini’s hustle as CEO of Universal Music South Africa and Sub-Saharan Africa. “[He] built them into the No. 1 market share of any company in music in Africa,” he says. When the two eventually met through a mutual friend, music industry veteran Marc Byers, he continues, “I knew that I wanted to work together.”
While Campbell may not be known for her music industry experience — which has been limited to music video cameos and one studio album — she has long been a champion of developing opportunities in both Africa and the Middle East. She’s founded several charitable organizations benefiting emerging markets, including Fashion for Relief, which helps develop fashion, technology, business, entertainment and arts industries around the world, as well as the Emerge Initiative, which supports the next generation of creatives and entrepreneurs through apprenticeships, after-school programs and more.
“Naomi is truly one of the most powerful and impressive dignitaries in the world,” says Jackson. “She’s really rising to the challenge of being an executive and really has foresight, energy, ambition, ideas, influence – all of it.” Before gamma, Campbell helped him sort out “some work visa issues” when he traveled to South Africa with Drake in 2016 (during his stint as global creative director at Apple Music) by tapping her contacts within the country’s government as well as with Nelson Mandela’s family. Since then, she has introduced him to some of the most notable figures in Africa and the Middle East, from Afrobeats superstars Wizkid and Burna Boy to the Saudi Arabian minister of culture, Prince Badr bin Abdullah bin Mohammed bin Farhan Al Saud.
“I’m proud that a brother, a man of color and culture, is taking the reins and starting his own company,” says Campbell. “When he offered me this gig, I said yes because it’s a challenge for me. Yes, it’s not my day job, but at the end of the day, it’s about if you care. And I care, as everyone knows, about the continent and all the emerging markets.” Campbell also signed a podcast deal with gamma, according to Jackson, with the show expected to launch later this year.
For all of their promise, the African and Middle Eastern music markets come with significant hurdles. Chief among them is the issue of low streaming service subscribers in Africa, which Jackson is currently focused on finding solutions for.
“Streaming services in one of the biggest [African] territories, if not the biggest territory, Nigeria, have very low subscriber growth and very low subscribers in general,” says Jackson, adding that he’s already been speaking with his former Apple colleague Oliver Schusser about solving what he calls the biggest issue limiting that growth: payment.
While “the value of music and people’s willingness to pay for music” on the continent “is a lot less than in other territories,” Jackson admits, part of the payment issue stems from the fact that more people in Africa are likely to own a mobile phone than a bank account — which is why streaming services have been relying on telecommunications deals to significantly grow their subscriber bases. Through partnerships with local wireless providers in key markets — Vodacam in Tanzania, Airtel in Nigeria and MTN in Nigeria, Ghana and South Africa — Africa-focused streaming service Mdundo can bypass the issue of low penetration of payment cards in Africa and reach 185 million wireless subscribers, according to the company’s June 2023 guidance report. Other streamers have developed alternative payment methods, such as M-Pesa, which transforms a user’s SIM card and phone into a virtual banking system. Spotify allowed users in Kenya to pay using M-Pesa when the company began operating in the country two years ago.
While Jackson certainly sees the value in streamers making telco deals in Africa, he believes more can be done to convert music fans into streaming subscribers by, for example, making exclusive deals with artists — a strategy he successfully implemented during his previous gig. “Nothing has more relevance than Drake’s album being exclusive on Apple,” he says. “You can debate that all day, [but] there’s no carrier deal that’s going to bring you that level of audience. Bringing the artists and the culture and the community together with the streaming services I think is a missing part that hasn’t been done.”
Six years ago, Drake delivered a message to Apple Music’s then-global creative director Larry Jackson that would change his life.
“Someone get Larry Jackson on the phone,” Drake rapped on the first verse of Lil Wayne’s “Family Feud,” a track that Jackson heard for the first time while he was vacationing in the Maldives. “I need some ownership if we pressin’ go.”
“I really sat down and started to reflect on my life,” Jackson recalled recently at one of his regular tables on the patio at The Beverly Hills Hotel’s Polo Lounge, where the 42-year-old often spends mornings hobnobbing with music business power brokers and fielding a steady stream of calls from A-list artists seeking his counsel on everything from creative projects to sponsorship deals. Drake’s verse shook him from a “slumber” he says had been induced by his corporate, “hamster wheel” routine, and made him think: “What if there was another level to the video game?”
Jackson says that wakeup call inspired him to revisit an idea for his own venture that he’s now launching as Gamma, a one-stop-shop media company that creates, distributes, and markets content, from music to podcasts to films, offering resources and guidance to artists who want to build their brands and expand beyond music. Backed by investors that include Apple and Todd Boehly’s Eldridge (which also owns a stake in Billboard’s parent company) Gamma debuts as the “best capitalized music company competing with the major labels and signing superstars,” says Raine Group partner Fred Davis, who advised Jackson through his fundraising process, though neither he nor Jackson would disclose the amount raised to date.
“There’s a lot of private equity acquiring catalogs,” Davis tells Billboard, “but this is unprecedented.”
Jackson acquired the distribution platform Vydia in December, subsuming its 76 mostly New Jersey-based employees, and has struck deals with about a dozen of the world’s most influential creators, from Usher to Naomi Campbell to Angelica Nwandu, founder of The Shade Room, one of Instagram’s most popular news channels.
In December, Gamma also quietly acquired a stake in the Death Row Records catalog from Snoop Dogg, who had purchased the catalog last year and pulled it from streaming services. Jackson wouldn’t disclose the terms of his deal with Snoop Dogg, whose real name is Calvin Broadus, but said that it’s a long-term partnership that includes two future albums and allows rights to revert back to Broadus after “we work together to enrich the value of the IP.” Jackson released the catalog exclusively on TikTok last month without disclosing his participation, allowing fans to create their own videos using clips from classic albums like Doggystyle, and to transform themselves into various breeds of dogs using TikTok’s “What Dogg Are You?” AR filter, an effort to drive buzz and engagement for the music before it returns to streaming platforms.
Jackson is betting that with his own distribution pipeline, a bevy of big-name acts, an array of culture-driving shows and an alliance with indie film studio A24 (in which Boehly is also an investor), Gamma could give TikTok a run for its money and “become the new radio, where you could actually break records,” plus sell an array of other goods from concert tickets to beauty products.
“Having the whole thing A to Z creates kind of a farm-to-table situation,” Jackson says. “Everything can’t be about one place where you break music – I’m not going to say what that one place is, but you know what I’m talking about. For us, as a company, I’m looking to decrease our dependence on outside sources. I don’t see that being done anywhere.”
He’s also hoping that as a Black founder and CEO, his leadership will drive more diversity, inclusion and equity at the top of the music business. He wants to run Gamma with a closer focus on — and more sensitivity to — Black culture than the major labels, while structuring deals that help artists retain ownership of their work and build generational wealth.
To build intrigue, Jackson has been mysteriously teasing his new company as he might a new album, drawing on his many years working in the record business. After the Grammys in February, for instance, he hosted a party at Mr. Brainwash Art Museum in Los Angeles, inviting a mix of bankers and stars such as Lil Wayne, Leonardo DiCaprio and Madonna, making guests say “Gamma” as the password for entry. This month, he put up billboards on Los Angeles’s Sunset Boulevard and in New York’s Times Square, featuring cymbal-banging monkeys and the new company logo.
Jackson’s core team includes his co-founder and COO Ike Youssef, with whom he worked at Universal Music’s Interscope Records, where Youssef was CFO. It also includes Ben Cook, who left his post as president of Atlantic Records UK in 2019 amid controversy over an old photo in which he was dressed up as a member of Run-DMC; Cook apologized in a statement at the time, saying he realized his appearance was “offensive” and that he’d only been trying to honor his musical hero.
“I believe in redemption,” says Jackson, noting that he was grateful to get a second chance himself after being fired for cause from Sony’s RCA Records in 2010. (He had offered to personally pay Alicia Keys a sum that exceeded the amount the label had approved for the rights to have Jennifer Hudson record one of Keys’ songs, in an effort to expedite the release of Hudson’s second album.) “In retrospect, I can see how that could be perceived as disrespectful and insubordinate – but I was doing it more with a magnanimous spirit of making sure that the album came out, which would have ensured that the company made its numbers and that all 170 employees got their bonuses. I was trying to honor the artist and honor my colleagues.”
Jimmy Iovine gave Jackson another shot, hiring him almost immediately at Interscope, and it was there during a white-board brainstorming session that same year that Youssef says they came up with the initial notion for a company like Gamma.
Jackson then worked closely with Iovine and Dr. Dre to launch Beats, their headphones and streaming service company, becoming Apple Music’s global creative director when Apple acquired Beats in 2014. Youssef, meanwhile, went on to work at Yeezy, the Kanye West-Adidas venture, as CFO from 2017 to 2018, and in 2019, Jackson and Youssef started raising capital for Gamma and shopping for assets.
Jackson is “really resourceful about creating events that distinguish artists in the marketplace. There are, what, 100,000 songs uploaded to Spotify every day? You need to have someone like Larry to get people to pay attention. He is second to none in that,” Youssef says. He “knows how to cut through the clutter.”
Jackson says he learned his tricks from Iovine, who “used Best Buy to market Beats” and “partnered with artists to market the headphones.” He just plans to expand on Iovine’s ideas, using fashion and film as vehicles for exposure, keeping Iovine close as his “chief consiglieri,” and heeding his advice like “don’t get caught speeding,” “don’t spend foolishly” and “always stay at the table.”
Among Gamma’s first musical releases will be a new album by Usher, through a new joint venture between Usher and veteran music executive L.A. Reid that Gamma will distribute. (Jackson says he’s known both Usher and Reid since he was 17, so he’s been “much more involved” than a typical distributor.) He’s also developing new podcasts with Naomi Campbell, and says he’s been in close touch with Frank Ocean throughout the launch of Gamma, seeking the artist’s feedback on details like the name of the company, but wouldn’t comment on any projects they might have in the works together.
Gamma has been shopping for catalogs besides Death Row, too, bidding for instance on some of Dr. Dre’s music assets – passive income streams including his artist and producer royalties from his solo albums — that were recently on the market, though Dr. Dre ultimately sold them to Universal and Shamrock. Jackson says catalogs “were never was a part of the business plan,” and that he’s only interested in acquiring them “on terms favorable to the original creator.”
“I only make offers,” Jackson says, “on things I feel that we can enhance.”
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