Too Lost is proud to announce a seven-figure investment in Rebellion Records, an independent record label founded in 2023 by artist and CEO Michael Turner (PLVTNVM) and COO Daniel Nall.

This partnership combines Too Lost’s industry-leading distribution technology with a significant capital investment to accelerate Rebellion’s rapid artist development model. The investment marks the beginning of a long-term collaboration designed to empower the next generation of independent talent and expand opportunities for creative growth.

Founded just two years ago, Rebellion Records has quickly emerged as a viral marketing–driven label, generating over 5 billion streams and nearly eight figures in revenue by placing user-generated engagement and TikTok virality at the center of its strategy. The label also reports achieving 20 billion views across platforms within its first year.

Rebellion’s breakout successes include Chris Grey, who grew from 100,000 to over 6 million monthly Spotify listeners and earned a JUNO Award nomination within his first year at the label, and VANA, whose single Beg topped SiriusXM’s Octane Radio and surpassed 30 million streams. The label has also entered into a joint venture with 10K Projects and a publishing deal with Warner Chappell Music.

For Too Lost, this partnership builds on a record year of growth and innovation. In 2024, Too Lost distributed more than 2 million new songs — representing 5% of all global releases — and paid out over $50 million in royalties to artists and labels. The company achieved 130% revenue growth in 2024 and is on track to surpass $100 million in annual revenue in 2025.

“Michael and the Rebellion team have an incredible vision to build artists up by focusing heavily on user-generated social engagement,” said Gregory Hirschhorn, CEO and Co-Founder of Too Lost. “The team has extraordinary taste and a fantastic track record. Too Lost’s investment and our larger partnership will help Rebellion reach new heights.”

“Too Lost brings best-in-class distribution technology, financial firepower, and a shared appetite to break molds to this partnership,” said Michael Turner, Co-Founder and CEO of Rebellion Records. “With our teams aligned, we’ll leverage our viral engine at scale, sign zeitgeist artists, and move faster than the industry can copy.”

Together, Too Lost and Rebellion aim to create a powerful new framework for independent artist success — merging Rebellion’s viral marketing expertise with Too Lost’s technology, infrastructure, and global reach.