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Too Lost

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Too Lost
IndustryMusic distribution, music technology
Founded2019
Founder
  • Gregory Hirschhorn
  • Bjarki Larusson
  • Alex Silverstein
HeadquartersNew York
Area served
Worldwide
RevenueUS $56.1 million (2024)
Number of employees
70 (2023)
Websitetoolost.com

Too Lost LLC doing business as Too Lost, is an American digital music distribution and music technology company founded in 2019 by Gregory Hirschhorn, Bjarki Larusson and Alex Silverstein, in New York.[1][2]

History

[edit]

Too Lost was established in 2019 by Gregory Hirschhorn, Bjarki Larusson and Alex Silverstein and publicly launched in 2020.[3] In 2021, the company became a member of the Merlin Network to obtain collective licensing terms from major digital music services.[4]

In 2022, Too Lost announced a US $5.3 million financing agreement led by Sound Royalties that provided Too Lost with growth capital while allowing the founders to retain 100% of their equity. At that time, it was reported more than 75,000 active artist and label accounts used Too Lost.[5]

In January 2023, Too Lost partnered with Pex to launch a tool for tracking music usage across web and social media.[6][7] The following month, Too Lost integrated its payment system with Nerve to support direct royalty payouts.[8] The company also entered partnerships with Hook,[9] Lissen,[10] Tipalti[11] and Manifest. In May, Too Lost joined an initiative with Merlin Network and SoundCloud related to fan-powered royalties.[12] In June, Too Lost adopted Know Your Customer (KYC) protocols[13] and joined the Music Fights Fraud Alliance (MFFA), an industry coalition addressing streaming fraud.[14]

In August 2023, Too Lost expanded its A&R and artist services divisions and reported having approximately 70 full-time employees. During the same month, the company introduced a copyright registration service.[15]

In October 2023, Billboard reported that Too Lost was managing Kanye West’s official YouTube channel and that a forthcoming album, Vultures, might be distributed independently through the platform.[16] The same year, Lil Mabu's single Mathematical Disrespect, distributed through Too Lost, entered the Billboard Hot 100 chart.[17] The following year, Too Lost partnered with T-Pain on the "Collab for the Crown" competition.[18] Too Lost launched a publishing administration service in partnership with BMG.[19]

Financials

[edit]

By the fourth quarter of 2024, Too Lost reported annualized gross revenue of US $56.1 million and indicated that over 300,000 artists and labels were using its distribution services.[20]

Associated artists

[edit]

Artists who have distributed music through Too Lost include:[21]

Recognition

[edit]

In 2024 Forbes named Too Lost founders Gregory Hirschhorn, Bjarki Larusson and Alex Silverstein to its "30 Under 30" list in the Music category.[22] In 2025, Billboard recognized Hirschhorn, including him in its annual "40 Under 40" list of music industry executives.[23][24]

References

[edit]
  1. ^ "Too Lost". Forbes. Retrieved 2025-05-28.
  2. ^ "Too Lost Music Distribution Review: An Honest Assessment". aristake.com. 2024-06-11. Retrieved 2025-05-28.
  3. ^ Leight, Elias (2025-02-10). "Why Top Artists Are Turning to Distribution Company Too Lost". Billboard. Retrieved 2025-05-28.
  4. ^ [email protected] (2023-05-04). "SoundCloud and Merlin Announce Global Licensing Deal to Bring Fan-Powered Royalties (FPR) to Merlin Members and Their Artists". Merlin. Retrieved 2025-05-28.
  5. ^ "Sound Royalties Supports Long-Term Relationship with Too Lost Through Capital Raises in Excess of $5M". www.recordoftheday.com. Retrieved 2025-05-28.
  6. ^ King, Ashley (2023-01-18). "Track Your Music's Journey on the Web With Too Lost Usage Discovery Tool". Digital Music News. Retrieved 2025-05-28.
  7. ^ Eggertsen, Chris. "The Deals: Pex Acquired by Vobile, Live Nation Expands in Japan With Hayashi International Purchase". Radio 88.8 - Demo. Retrieved 2025-05-28.
  8. ^ King, Ashley (2023-02-24). "Too Lost Becomes First Distributor to Offer Direct Payout to Nerve". Digital Music News. Retrieved 2025-05-28.
  9. ^ King, Ashley (2025-03-06). "Hook Expands Digital Distribution Network with Too Lost". Digital Music News. Retrieved 2025-05-28.
  10. ^ BlackFacts.com. "Lissen and Too Lost Announce Strategic Partnership to Launch Interactive Music Platform for Fan Engagement". Blackfacts.com. Retrieved 2025-05-28.
  11. ^ King, Ashley (2024-03-26). "Too Lost x Tipalti Gets Artists Paid Across the Globe". Digital Music News. Retrieved 2025-05-28.
  12. ^ Leight, Elias (2023-05-04). "SoundCloud, Merlin Strike Deal on Fan-Powered Royalties". Billboard. Retrieved 2025-05-28.
  13. ^ Resnikoff, Paul (2023-06-26). "Too Lost Is Stamping Out Streaming Fraud With Identity Verification". Digital Music News. Retrieved 2025-05-28.
  14. ^ "Michael Lewan named Executive Director of Music Fights Fraud Alliance; YouTube Music, ONErpm, Revelator, Too Lost and more join as members". Music Business Worldwide. 2025-02-26. Retrieved 2025-05-28.
  15. ^ "Too Lost Music Distribution Platform Review – Royalty Exchange". www.royaltyexchange.com. Retrieved 2025-05-28.
  16. ^ Stutz, Colin (2023-10-14). "Kanye West Is Shopping a New Album to Distributors". Billboard. Retrieved 2025-05-28.
  17. ^ Zellner, Xander (2023-05-16). "Hot 100 First-Timers: 'Mathematical Disrespect' Equals Chart Debut for Lil Mabu". Billboard. Retrieved 2025-05-28.
  18. ^ "Too Lost Teams with T-Pain for 'Collab for the Crown' Music Contest • WithGuitars". www.withguitars.com. Retrieved 2025-05-28.
  19. ^ King, Ashley (2024-03-05). "Too Lost Extends Publishing Administration Partnership with BMG". Digital Music News. Retrieved 2025-05-28.
  20. ^ Allen (2025-02-13). "Why Top Artists Are Turning to Distribution Company Too Lost". heritagearthouse.co.uk. Retrieved 2025-05-28.
  21. ^ Leight, Elias (2025-02-10). "Why Top Artists Are Turning to Distribution Company Too Lost". Billboard. Retrieved 2025-05-28.
  22. ^ "Forbes 30 Under 30 2025: Music". Forbes. Retrieved 2025-05-28.
  23. ^ Rys, Dan (2025-06-10). "Indie Power Players 2025 List Revealed". Billboard. Retrieved 2025-06-14.
  24. ^ Brown, Eric Renner (2025-05-15). "Music Industry 40 Under 40: Executives & Power Players 2025". Billboard. Retrieved 2025-05-28.
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