Taken from
How UMG, Drake, gamma & Eldridge Industries are manipulating you and the entertainment industry | ktt2
This will be a deep dive and requires a little bit of connecting dots,
I wouldn’t troll here and this simply what I found. What started as researching gamma, opened a bunch of doors and connections.
Long thread. This will get spooky
TLDR gamma is propped up by a massive media, promo machine and UAE that covers all types of content. Drake has a likely quiet deal or cut of gamma thru his relationship with Larry Jackson and has a weird track record with Eldridge Industries, Gamma’s parent company which itself has ties to UMG
I was already researching this stuff before the JBP and I was surprised and happy to hear Joe call it out. He can tell some f*** s*** going on but I don’t think he sees the larger puzzle like here yet.
Larry Jackson was key in signing deals for AM exclusives, most importantly Drake and OVO Sound Radio. It was a good deal for both sides; Drake and Larry got close
Drake provided Apple exclusive content, Apple promoted Drake music
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Larry Jackson maintained the position at Apple until 2023 when he founded “gamma.” with the previous Interscope (UMG) CFO Ike Youssef.
Yousseff would describe how gamma existed as an idea from their Interscope days. Gamma goes on to raise a billion dollars with partners including Clive Davis, Apple and majority investor Todd Boehly.
Gamma also acquired a distribution platform, Vydia. Which means owning The Shade Room, and distribution rights for artists like Usher and Rick Ross among others.
However it does not end at just gamma. because of course gamma has a parent company. Despite advertising themselves as a major label alternative, gamma has more connections and power any label
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Todd Boehly is a very wealthy powerful business owner that has dozens of companies in every sector under his holding company Eldridge Industries. Including gamma
Eldridge Industries owns all of the following in music, media, entertainment and sports:
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https://www.eldridge.com/businesses/
gamma.
Billboard / Billboard music awards
Rolling Stone
Deadline
Variety
A24
SXSW
The Shade Room
Deadline
Daily Hits Double
Luminate
d1ck Clark Productions
The Hollywood Reporter
VIBE
Life is Beautiful
Golden Globes
Latin Music Awards
American Music Awards
Streamy Awards
ViralNation
Los Angeles Dodgers
Chelsea FC
With behind the scenes ownership on all these brands, they can plant and cross promote their artists and products to create an illusion of popularity, critical acclaim, and importance
Now remember Larry and Drake were close in the Apple days. On Family Feud, Drake raps *“somebody get Larry Jackson on the phone, I need some ownership if we pressin go”*
There’s also a bar on the leaked version of Splash Bros that Drake sent the C&D for. *“Lucian and me are like Kobe & Shaquille - that’s the reason going independent never had an appeal”* SMHHHH
Larry also knew Drake sent the C&D and thought it was “funny”
I agree with JBP that Drake has equity or in gamma or gets publishing off their artists, possibly via his mega deal with UMG. UMG also has their own ties to the Eldridge Industries empire.
The former CEO of UMG South Africa, Sipho Dlamini just joined gamma as one of their global ambassadors
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Drake has been heavily promoting s3xyy on tour, videos, IG, music, etc. and also been promoting 4batz. However that 4batz one EP OVO deal is smoke and mirrors marketing - he’s gamma since day 1. and perhaps hints a deeper relationship between Drake, UMG and gamma. And before you say cap Larry slipped on latest Joe Budden podcast and said thanks supporting s3xy and 4batz ahhh ok ok I see u larry lol
s3xyy Red and 4batz are the first full artists of gamma and the signs are clear of the manipulation (remember the brands owned by Eldridge Industries) in how they position gamma and their talent. Rolling Stone gave s3xy #1 song of the year lol
Lucian/UMG are partnered with Eldridge and Boehly. the ties and signs are too obvious. Look at these articles gassing up UMGs dealings and protecting Lucian from the feds.
It goes deeper
Remember when Drake signed that big UMG deal? Look who made sure we all knew! Variety and VIBE = #EldridgeOwnsIt
You ever wonder why Drake said fu#k the Grammys but still showed up every year to Billboard Music Awards? Look at the banner in the back, d1ck Clark Prod and Billboard Music Awards? #EldridgeOwnsIt
You wonder how Drake got the A24 exec producer deal for Euphoria? A24? #EldridgeOwnsIt
Remember when Drake “rented” Dodger stadium? Todd Boehly owns the team and everyone had to know. Dodgers Stadium and Billboard? #EldridgeOwnsIt
Oh and who owns Luminate? (fka Nielsen, that reports music sales) OHHH and they merged the Rollin Stone charts and announced it at SXSW. So they own the charts *and* how the data is counted! #EldridgeOwnsAllOfIt
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https://luminatedata.com/about/
Who owns the Streamy Awards and why did Drake start hanging around content creators at the same time Boehly invested in Viral Nation? A social media management and brand partnership company based in Toronto? #EldridgeOwnsIt
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UMG, gamma, Eldridge its all one massive propaganda machine. Drake equipped with their enterprise of social media, labels, media and “award shows” this is all cooked. Not just Drake but this system can be used for any of their artist.
Gamma is already worth $400 million with this system in place and just got a $100 million investment from a shell company tied with the UAE in Feb. Look what drizzy got from the UAE a few weeks later…..
I might be missing a piece or two but this goes deep. I’ll keep going too.
i knew something wasnt right when i saw how they rolled him out. 50 cent even told yall his buzz was inorganic and industry was pushing him
“rabbit hole still deep I can go further, I promise” Kenny peeling the layers like an 
.
