Back in March, Larry Jackson, the US-based A&R impresario, and a former Global Creative Director at Apple, took the wraps off a new project, called gamma.
Jackson’s new billion-dollar-backed company counts a high-profile list of financial supporters including Todd Boehly’s Eldridge Industries, as well as his former employer – Apple – plus A24.
Gamma’s first acquisition was named as Roy LaManna-founded distribution and services company Vydia, which has previously worked with artists including Akon, Kanye West, Mr Eazi, and Anuel AA.
We also learned that, amongst a slate of initial deals struck by gamma, was a partnership with Snoop Dogg, which saw the Death Row Records catalog returned to all streaming services worldwide following a week-long exclusive on TikTok.
Today (May 3), MBW can reveal gamma’s next move, and it’s a big one: the company is expanding its operations into two key emerging markets – Africa and the Middle East.
Leading gamma’s expansion is music industry veteran Sipho Dlamini, who has joined the company as President, Africa & Middle East.
The company’s expansion into Africa is also being driven by international supermodel and UN Commonwealth Ambassador, Naomi Campbell. In an expansion of her role as a key advisor to gamma, Campbell is now named as the firm’s Special Advisor, Africa & Middle East.
Gamma’s Africa operation will be based in Lagos, Nigeria and in the Middle East from Dubai, UAE. (Gamma’s global headquarters is in Los Angeles; the firm also has offices in New York and London.)
The announcement of gamma’s international expansion follows the news, revealed in the latest IFPI Global Music Report, that Sub-Saharan Africa was, in percentage terms, the fastest-growing recorded music region in the world in 2022; the market’s annual industry recorded music revenues grew 34.7% year-over-year.
“Africa and the Middle East are vital to gamma’s long-term vision and success”.
Larry Jackson
According to Larry Jackson, “Africa and the Middle East are vital to gamma’s long-term vision and success”.
He added: “These regions have historically been underappreciated wellsprings of rich musical talent spanning multiple genres, cultures, and styles just waiting to be introduced to the rest of the world.
“gamma is an unconventional company and we pride ourselves in taking an unconventional approach to unlocking value for all artists, worldwide.”
According to gamma, in her role as Special Advisor, Campbell will “create the pathways needed to make immediate headway across the continent”.
Campbell is the founder of the non-profit organization Fashion For Relief, which helps develop alternative industries such as fashion, tech, business, entertainment, and arts in emerging markets from Africa to India to the Middle East.
She also launched The Emerge Initiative, supporting artists across Africa and the Diaspora with a platform of support via mentoring and training opportunities, as well as different creative industries and educational institutes.
Meanwhile, Dlamini, who brings more than 24 years of experience in the music business across the African continent, is described by gamma as “one of the founding fathers of Africa’s modern music industry”.
He is the former CEO of Universal Music South Africa and Sub-Saharan Africa, prior to which he spent four years as Managing Director.
According to gamma, prior to joining UMG, Dlamini played “a pivotal role in the stabilization and growth” of the largest and most profitable royalty collection society in Africa — Southern African Music Rights Organization (SAMRO) — first as General Manager and eventually taking the reins as CEO.
Before joining SAMRO, Dlamini was Vice President of Operations at CSM Entertainment in Dubai and had oversight of the largest concerts and music festivals in the region at the time.
Gamma says that it’s now “uniquely positioned to make an immediate impact in Africa and the Middle East”.
Its digital distribution arm, Vydia, already established a foothold in Africa all the way back in 2017, which it says has since become the platform’s second-largest region in total consumption behind the US.
The company has also established key partnerships with local record labels such as emPawa Africa, Mavin Records, DC Talents, and others.
As gamma’s regional debut, the company exclusively distributed and marketed last Friday’s launch of Rema’s Rave & Roses (Ultra) album within African territories.
That album includes the hit track Calm Down which currently has achieved over 5 billion streams globally across all platforms.
Said gamma Co-founder & CEO Larry Jackson: “Naomi sits at the distinct intersection of fashion, philanthropy, music and more.”
He added: “Her existing relationships with world leaders coupled with her intimate knowledge of entertainment’s cultural and economic impact is a win-win opportunity for both gamma and the region at large.”
Continued Jackson: “I can’t think of anyone I’d rather have leading our artist empowerment effort in Africa and the Middle East than Sipho.
“He is the No.1 market leader in the No.1 rising market in the world. His proven track record blending street-level connection to culture with board-level business savvy is exactly what both gamma and the region at large needs to realize our full potential.”
“Elevating the cultural and artistic richness of artists in Africa and the Middle East has been a passion of mine over my entire career.”
Naomi Campbell
Naomi Campbell said: “Elevating the cultural and artistic richness of artists in Africa and the Middle East has been a passion of mine over my entire career.
“gamma is a special company with a unique mission that I’m proud to support and help advance throughout the region.”
“gamma is precisely the right vision at the right time for Africa and the Middle East.”
Sipho Dlamini
Dlamini added: “gamma is precisely the right vision at the right time for Africa and the Middle East. It’s important to understand and differentiate between the many markets that make up this region, which Larry and the team at gamma understand intimately.
“I’ve dedicated my life to making talent more available and accessible in all formats, from TV to live events, to digital platforms. Working with gamma to blend these formats into a true artist-first experience is a dream opportunity that I’m looking forward to making a reality.”
“African tastemakers are acquiring more influence worldwide while maintaining the authenticity of the culture and that feel-good energy afro-beat embodies.”
June Saba, Vydia
Vydia Label and Artist Relations Manager, June Saba said: “It has been exciting to see influential leaders and high-growth labels in Africa, such as Mr. Eazi’s emPawa Africa and Don Jazzy’s Mavin Records, expand their business opportunities independently with the right capital investments and infrastructure support provided by Vydia.
“African tastemakers are acquiring more influence worldwide while maintaining the authenticity of the culture and that feel-good energy afro-beat embodies.”
“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.”
Mr. Eazi
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.”Music Business Worldwide
