Larry Jackson is focused on uplifting Black culture through his major label competitor.

The former Apple Music executive’s music startup, Gamma — funded by Eldridge Industries — is on a mission to put $1 billion in funding “to work” in favor of Black culture, according to Billboard. However, the road to gaining that access was far from easy for the founder.

“The hardest thing I’ve ever had to do in my career is raise money,” Jackson said, according to the outlet. “Especially for an idea that is pre-asset, where the [intellectual property] is my brain.”

Nonetheless, Jackson persevered and has gotten the ball rolling with Gamma. As previously reported by AfroTech, the multi-platform’s “capabilities revolve around three pillars — content creation, content distribution, and development of the artist-centered business enterprise.” In addition, it “operates in distinct but connected business segments: recorded music, visual content, media, creative agency, and direct-to-consumer products.”

So far, Gamma has joined forces with the likes of Snoop Dogg’s Death Row Records, Usher, Rick Ross, Russ, and Sexxy Red. Billboard also notes that the company acquired music technology company Vydia, which Jackson described as  “the fastest-growing distribution service in the business.”

In the near future, Gamma is set to expand into podcasting including shows from Rick Ross and The Shade Room Founder Angelica Nwandu, as well as a collaboration with Warner Bros. and WaterTower Records for the soundtrack of “The Color Purple.

With all of Gamma’s projects lined up, disrupting the entertainment and music industry is Jackson’s intent.

“What LJ is doing is a new way of thinking about things,” Travis Scott told the outlet. “I love that he is opening up ways for an artist to come in and really elevate, and it’s more than just music.”

Recording Academy CEO Harvey Mason Jr. added, “Creatives, we’re weird people, but he knows how to get the best out of us — that’s one of his superpowers. But then he can also do deals, structure agreements, really see trends and what is going to be next. He was built for this.”