Draft:Too Lost
The subject is contrary to the purpose of Wikipedia. Rejected by S0091 18 days ago. Last edited by S0091 18 days ago. |  |
| Declined by Bravelake 5 months ago. |  |
Comment: This draft still does not establish that the company merits an article. For a Wikipedia article about a company or organization to be published, the company or organization must be notable. A company or organization is notable if you can provide multiple reliable, independent sources and if each of those sources has significant coverage—in-depth discussion—of the company or organization. The only independent, reliable source with significant coverage of the company are the two Billboard pieces. Since Billboard is a single source, you will need to find coverage of the company in more publications. Please note that trade publications cannot be used to establish notability. I also recommend that you and your boss read WP:BOSS. voorts (talk/contributions) 21:12, 8 September 2026 (UTC)
 | This article may incorporate text from a large language model, which is prohibited in Wikipedia articles. (July 2026) |
| Type | Private |
|---|---|
| Industry | Music distribution, Music technology |
| Founded | 2020 |
| Founder |
|
| Headquarters | , U.S. |
| Key people | |
| Website | toolost |
Too Lost is a New York-based American music distribution and technology company that provides independent artists and labels with tools to distribute, monetize, and manage music.
History
[edit]Too Lost was co-founded by Gregory Hirschhorn, Bjarki Larusson, and Alex Silverstein in 2020, with its public launch that same year.[3] [4] [1] As a teenager, Hirschhorn started a record label which he sold to Sony.[3] He used $25,000 from that venture to begin building Too Lost during the early months of the COVID-19 pandemic.[3] A mutual friend introduced Hirschhorn to Silverstein, then employed at +1 Records, who signed on as a co-founder.[3] Larusson, previously a freelance data scientist, took on the role of chief technical officer.[3] Rather than licensing outside payment infrastructure, the founders built their own processing system in-house.[3]
Too Lost began as an invite-only distributor, but quickly pivoted to provided on-demand services. Industry analysts have favourably compared Too Lost's services to more established on-demand music distribution services like Tunecore and Distrokid - particularly pointing to the the range of platforms globally that clients were able to upload their music to - but it has been noted that user support for lower tier users can be slow due to the sheer volume of releases processed daily. In early 2024, the company’s founders were named to the Forbes 30 Under 30 list.[3] The company reported that its annualized gross income for 2024, based on its fourth-quarter earnings was $56.1 million, with adjusted EBITDA of $6.5 million.[3]
In early 2025, Too Lost reported that its roster of artists included Ye, YG, Chief Keef, and Lil Tjay.[3][4]
Too Lost had operated without outside investment for most of its history, according to Hirschhorn, and has been praised for offering an alternative in the sector in which many formerly independent distributors have been acquired by the major record labels Sony and UMG. However in March 2026, Goldstate Music and the private equity firm TA Associates each acquired a stake in the company.[4][5][6] At that point, Too Lost said it served roughly 450,000 independent label and artist clients, mostly based in the United States, and employed approximately 100 people.[4]
Partnerships
[edit]At the end of 2022, Too Lost began offering publishing administration through a partnership with BMG, giving distribution clients a way to collect songwriting royalties without using a separate service.[3] In July 2026, Too Lost expanded internationally by acquiring GYRO.Group, an independent Australian music distribution and artist-services company.[1][7][8]
See also
[edit]References
[edit]- 1 2 3 Jenke, Tyler (July 15, 2026). "GYRO.Group Announces Acquisition By Global Music Tech And Rights Management Company Too Lost". The Music. Retrieved August 14, 2026.
- 1 2 3 "About Too Lost". Too Lost. Retrieved August 14, 2026.
- 1 2 3 4 5 6 7 8 9 10 Leight, Elias (February 10, 2025). "Why Top Artists Are Turning to Distribution Company Too Lost". Billboard. Retrieved August 14, 2026.
- 1 2 3 4 Dilts Marshall, Elizabeth (March 16, 2026). "Indie Distribution Company Too Lost Raises Investment From TA Associates, Goldstate". Billboard. Retrieved August 14, 2026.
- ↑ Dredge, Stuart (March 17, 2026). "Too Lost bags investment with acquisitions and advances in mind". Music Ally. Retrieved September 14, 2026.
- ↑ Ingham, Tim (March 16, 2026). "Too Lost strikes nine-figure investment round, led by GoldState and TA Associates". Music Business Worldwide. Retrieved September 14, 2026.
- ↑ Dredge, Stuart (July 16, 2026). "Acquisitions Watch: BandLab Technologies snaps up Aoide and Too Lost buys Gyro·Group". Music Ally. Retrieved September 14, 2026.
- ↑ "Too Lost acquires Gyro Group to accelerate global expansion". www.musicweek.com. Retrieved September 14, 2026.
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