Artiste-first multimedia platform, gamma. which provides creative and business services across all artistic and commercial formats, has announced an expansion of its commitment to Africa with the addition of two impactful music industry pioneers to the region’s executive team.

The executive appointments include legendary Nigerian songwriter and recording artiste, Larry Gaaga, joining as Vice President/General Manager of Africa.

Historically, international labels have headquartered their African operations solely in South Africa, with Nigeria often having satellite presence. However, gamma. is rewriting this narrative by investing its largest resource focus in Nigeria, recognising its position as the leading country in terms of the global export of music.

Taken together, these actions amplify the foundation that gamma. and its digital distribution arm, Vydia have built in the region, increasing the company’s capabilities and resources and ensuring a two-way exchange of culture and opportunity for artistes worldwide.

“gamma.’s mission is to both nurture talent local to Africa and the Middle East into global superstars, as well as to open the continent for Western artists to reach new fans and opportunities,” said Sipho Dlamini, President, Africa and Middle East, gamma. “Larry has the historical background and cultural fluency critical to establishing the relationships and resources necessary for us to succeed.”

Most recently, Gaaga was Vice President of Def Jam Africa, where he led the label’s A&R division. In his new role, Gaaga will oversee gamma.'s operations across the entire African continent. His visionary leadership and guidance to the teams in both Nigeria and South Africa will drive the company’s growth, development, and ultimate success across the region.

“Larry extensive experience, deep understanding of the local music landscapes, and relentless passion for nurturing talent are welcome additions to the gamma. family,” said gamma. Co-founder and CEO, Larry Jackson. “He will strengthen our market presence and drive significant growth across Africa and by extension, worldwide.”

Gaaga's primary focus will be on providing strategic direction for long-term success, driving revenue growth, and expanding market reach across Africa. He will spearhead initiatives to develop local talent, ensuring their success both domestically and on the global stage through collaborations and partnerships with the wider group.

Naomi Campbell, a prominent figure in the global entertainment community and Special Advisor to gamma., played a crucial role in fostering the partnership between Gaaga and the company. "Artistic brilliance knows no bounds,” says Campbell. “Larry’s appointment exemplifies the spirit of artistic empowerment. I am thrilled to have played a part in bringing his visionary talents to this artiste-first platform.”

Responding to his appointment, Larry Gaaga said, "I am honored and excited to take on the role of Vice President/General Manager of Africa. This presents a unique opportunity to contribute to the growth of the entertainment industry across the continent, promoting local talent and showcasing the incredible creativity and diversity of our artistes to the world.”

The company is headquartered in Los Angeles, with offices in New York, London, Miami, Nashville, Lagos and Dubai.