(Archyde.com) – Apple is backing Gamma, a music service startup founded by a former Apple executive. It was devised by Larry Jackson, the former creative director of Apple Music, a paid music distribution service, and aims to replace traditional music labels.
“Artists are shaping today’s culture, not just in music, but in videos, podcasts and fashion,” Jackson said in a statement Wednesday. “Artists don’t have to go through the hassles of self-expression,” he said.
In addition to supporting the creation of content such as music and videos, Gamma will provide a system for distributing audio and video.
Early projects include American rapper Snoop Dogg.
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