Draft:Too Lost

Too Lost
TypePrivate
Industry
  • Music distribution
  • Music technology
Founded2019; 7 years ago (2019)
Founder
Headquarters
New York City and Los Angeles
,
United States
Area served
Worldwide
Key people
Gregory Hirschhorn (CEO)
Revenue
  • Increase $56.1 million (2024)
[1][2]
Number of employees
70
ParentTA Associates
Websitetoolost.com

Too Lost is an American digital music distribution and music technology company launched in 2020 by Gregory Hirschhorn, Bjarki Larusson, and Alex Silverstein, in New York, NY. Too Lost delivers, monetizes, and protects music on behalf of independent artists and record labels on stores and services such as Spotify, Apple Music, Amazon, TikTok, Pandora and YouTube.

The company serves several hundred thousand clients globally and positions itself as a software-as-a-service (SaaS) provider for independent rights holders, emphasizing catalog management, royalty financing and direct access to streaming data.[3]

History and background

Too Lost was launched in early 2020 by Gregory Hirschhorn, Alex Silverstein and Bjarki Larusson. In 2021, Too Lost joined MERLIN to secure deal terms from music stores and services.[4]

In 2022, Too Lost announced a debt funding round of $5.3M USD led by the music financing firm Sound Royalties.[5]

Too Lost partnered with beatBread in August 2022 to provide Too Lost users with flexible royalty advance funding options.[6]

In February 2023, Too Lost announced an expansion to Los Angeles and opened an office in the Taft Building in Hollywood.[7][8] Later in that month, Too Lost also announced a partnership with payment provider Nerve.[9]

In May 2023, Too Lost finalized a deal with SoundCloud on Fan-Powered Royalties.[4] Later that month, rapper Lil Mabu debuted on the Billboard Hot 100 with "Mathematical Disrespect," which was released via Too Lost.[10]

In 2024, Too Lost launched a publishing administration service in partnership with BMG.[11][12]

In December 2024, Too Lost's founders were included in the 2025 Forbes 30 Under 30 list.[13][14]

In 2025, Too Lost was added to the Inc. 5000 list of fastest-growing private companies.[15][16] In September 2025, Too Lost partnered with EVEN to provide Too Lost artists with D2C opportunities. It was announced that Too Lost distributes over seven million tracks for approximately 400,000 artists and labels worldwide[17]

In 2025, Too Lost announced investments into catalog acquisition firm AntiFragile Equity Partners[18][19] and independent record label Rebellion Records.[20][21]

In October 2025, The All-American Rejects announced their album after a decade, which will be released in February 2026 under a global distribution agreement with Too Lost.[22]

In March 2026, Too Lost finalized an investment round led by TA Associates, Goldstate Music and Pinnacle Financial Partners.[23] Goldstate Music and TA Associates both acquired significant stakes in Too Lost, while Pinnacle Financial Partners provided a credit facility to power artist advances, catalog acquisitions and growth initiatives. [24]

See also

References

  1. ^ Leight, Elias (February 10, 2025). "Why Top Artists Are Turning to Distribution Company Too Lost". Billboard. Retrieved December 11, 2025.
  2. ^ Shaw, Lucas (November 24, 2024). "The Next Wave of Music Industry Consolidation Is Here". Bloomberg. Retrieved December 15, 2025.
  3. ^ Stassen, Murray (October 17, 2025). "Too Lost has entered the chat..." Music Business Worldwide. Retrieved December 11, 2025.
  4. ^ a b Leight, Elias (May 4, 2023). "SoundCloud, Merlin Strike Deal on Fan-Powered Royalties". Billboard. Retrieved December 10, 2025.
  5. ^ Marston, Kevin (July 27, 2022). "Sound Royalties Supports Long-Term Relationship with Too Lost Through Capital Raises in Excess of $5M". Record of the Day. Retrieved December 10, 2025.
  6. ^ "After raising $34m, beatBread strikes 11 new distributor partnerships across North America, Europe and Africa". Music Business Worldwide. August 9, 2022. Retrieved December 10, 2025.
  7. ^ Smith, Dylan (August 24, 2023). "Latest Music Industry Hires: Blackx, Too Lost, Katz, Artlist, More". Digital Music News. Retrieved November 17, 2025.
  8. ^ King, Ashley (September 18, 2024). "Too Lost New Director of HR & Associate Director of A&R Named". Digital Music News. Retrieved December 11, 2025.
  9. ^ King, Ashley (February 24, 2023). "Too Lost Becomes First Distributor to Offer Direct Payout to Nerve". Digital Music News. Retrieved December 10, 2025.
  10. ^ Zellner, Xander (May 16, 2023). "Hot 100 First-Timers: 'Mathematical Disrespect' Equals Chart Debut for Lil Mabu". Billboard. Retrieved December 10, 2025.
  11. ^ King, Ashley (March 5, 2024). "Too Lost Extends Publishing Administration Partnership with BMG". Digital Music News. Retrieved December 10, 2025.
  12. ^ Resnikoff, Paul (July 31, 2024). "Too Lost: Distribution Is More Than Moving Music From A-to-B". Digital Music News. Retrieved December 11, 2025.
  13. ^ "Forbes 30 Under 30 2025: Music". Forbes. Retrieved December 11, 2025.
  14. ^ "Too Lost - Too Lost". Forbes. Retrieved December 11, 2025.
  15. ^ "Inc. 5000 2025". INC.
  16. ^ King, Ashley (August 29, 2025). "Too Lost Ranks #90 on 2025 Inc. 5000, Secures Top Honors". Digital Music News. Retrieved November 24, 2025.
  17. ^ Stassen, Murray (September 24, 2025). "EVEN partners with Too Lost to bring direct-to-fan sales to 400,000 artists and labels". Music Business Worldwide. Retrieved December 11, 2025.
  18. ^ Dalugdug, Mandy (October 15, 2025). "Too Lost makes 'seven-figure' investment in catalog acquisition startup AntiFragile Equity Partners". Music Business Worldwide. Retrieved December 11, 2025.
  19. ^ Dredge, Stuart (October 15, 2025). "Too Lost makes 'seven-figure' investment in AntiFragile Equity Partners". Music Ally. Retrieved December 11, 2025.
  20. ^ Eggertsen, Chris (October 24, 2025). "The Deals: Tony Bennett Estate Pacts With AI Platform; Pat Metheny Rides the Primary Wave". Billboard. Retrieved December 11, 2025.
  21. ^ Stassen, Murray (October 9, 2025). "Too Lost makes seven-figure investment into independent label Rebellion Records". Music Business Worldwide. Retrieved December 11, 2025.
  22. ^ King, Ashley (October 21, 2025). "The All-American Rejects Go Indie—Global Distro with Too Lost". Digital Music News.
  23. ^ Marshall, Elizabeth Dilts (March 16, 2026). "Indie Distribution Company Too Lost Raises Investment From TA Associates, Goldstate". Billboard. Retrieved April 1, 2026.
  24. ^ Ingham, Tim (March 16, 2026). "Too Lost strikes nine-figure investment round, led by GoldState and TA Associates". Music Business Worldwide. Retrieved April 1, 2026.
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