In September 2022, Patently Apple posted a report titled "Next Week Apple Music's Global Creative Director Larry Jackson is Departing." The report noted that Jackson joined Apple in 2014 following its acquisition of Beats Music and Beats Electronics in May of that year for $3 billion, alongside Beats cofounders Jimmy Iovine and Dr. Dre.

Today Reuters is reporting that "Apple Inc 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."

Jackson said in a statement published today that "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 says it will support content creation -- whether that is music, video or podcasts, and provide audio and video distribution through Vydia, a company it acquired in December 2022.

The independent studio A24 that works with Apple on original films is also one start-up's investors.