A journalist attends the presentation of the new iPhone 14 at an Apple event, at their headquarters in Cupertino, California, US, September 7, 2022. (Photo: REUTERS)

It positions itself as an alternative to traditional record labels. 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.

Early projects will include work with Snoop Dogg and his Death Row catalog, Rick Ross, and Naomi Campbell, Gamma said.

The independent studio A24 is among the start-up's investors. Gamma declined to comment on a published report that it has access to about 1 billion USD in capital.