The partnership expands Too Lost’s presence across APAC, the US, and the United Kingdom, strengthening its position as a global independent music distribution platform.

We're excited to announce that Too Lost Music Group has entered into a definitive partnership agreement with Xelon Entertainment, a long-standing independent music distribution company with operations across APAC and the United Kingdom. Subject to regulatory approvals and customary closing conditions, the deal is currently expected to close by the end of 2026.

The partnership marks another step in Too Lost's global expansion, strengthening our presence across APAC while making a long-term commitment to investing in the independent music ecosystem. Like Too Lost, Xelon has built its business around serving independent artists and labels, combining local expertise with the distribution infrastructure and global relationships needed to reach audiences worldwide.

Founded nearly 20 years ago by Ashley Gay, Xelon has grown into one of the most established independent label distributors in the region, working with leading record labels including Australia's Sweat It Out, Central Station Records, and Balance Music, as well as international labels such as 23rd Precinct, Unearthed African Recordings, Urbana Recordings, and Paul Oakenfold's Perfecto.

Originally launching as a local artist services vehicle bringing some of Europe's largest artists, including Tiësto and Armin van Buuren, to Australian listeners, Xelon has developed a reputation as a respected digital music distribution company known for its service and delivery.

Over the years, Xelon has handled releases for artists including Hans Zimmer, RÜFÜS DU SOL, Dom Dolla, Pitbull, Carl Cox, Purple Disco Machine, Starley, Hardwell, Scooter, 2 Unlimited, DJ Sammy, Dannii Minogue, Luude, HUGEL, Odd Mob, Yothu Yindi, Yolanda Be Cool, and many more.

Xelon has distributed more than one million recordings for independent labels and artists around the world, with a particular focus on electronic and dance music. Operating across Melbourne, New York, and the United Kingdom, Xelon has built longstanding relationships across the global digital music ecosystem and is recognized as a preferred label distributor by major platforms including Apple Music, Beatport, and Spotify.

As part of the partnership, Ashley Gay will continue to lead the business as President of Xelon and join Too Lost's leadership team. In his expanded role, Ashley will continue to drive growth for Xelon artists and labels while helping drive Too Lost's business development efforts across Australia, New Zealand, the broader APAC region, the United Kingdom, and Europe.

“Xelon has spent almost two decades building trust with some of the most important independent labels and artists in Australia, New Zealand and beyond,” said Gregory Hirschhorn, CEO and Co-Founder of Too Lost. “Ashley has built an incredible business with a deeply respected brand, and we’re excited about the opportunity to bring Xelon into the Too Lost Music Group ecosystem while preserving what has made the company so successful. Together with GYRO.Group, these partnerships meaningfully expand our presence in the region and give independent labels and artists across APAC and beyond a stronger global alternative to the major-label system.”

Ashley Gay, Founder of Xelon Entertainment, added:

“I’m incredibly proud of what the Xelon team has built over the past two decades,” said Ashley Gay, Founder of Xelon Entertainment. “Joining Too Lost gives us the opportunity to accelerate that work and expand the Xelon footprint globally with greater technology, resources and global infrastructure while continuing to serve our clients with the same local expertise and independence that have defined us from the beginning.”

Together, Too Lost, Xelon, and GYRO.Group will bring together technology, local market expertise, label services, distribution infrastructure, and capital to help independent music businesses compete more effectively on a global scale.

The deal remains subject to customary closing conditions and regulatory approvals, with completion currently expected by the end of 2026.

About Too Lost

Too Lost Music Group (TLMG) is a global independent music company providing artists, record labels, and music businesses with technology, infrastructure, capital, and international reach across distribution, publishing, rights management, catalog investment, marketing, and artist and label services.

Across its portfolio, TLMG serves more than half a million artists and record labels, manages millions of recordings and compositions worldwide, and delivers approximately 10% of the world’s newly released music each day. With more than 170 professionals across ten global offices, TLMG helps independent creators and music companies scale while retaining control of their rights, ownership, and creative independence.

Learn more at TLMG.com

About Xelon Entertainment

Founded nearly 20 years ago by Ashley Gay, Xelon Entertainment is an independent music distribution and label services company serving record labels around the world from offices in Melbourne, New York, and the United Kingdom. Xelon has distributed more than one million recordings for independent labels and artists, with particular expertise in electronic and dance music. Its label clients have included Sweat It Out, Central Station Records, Balance Music, Kickin' Music, Bigpop Studios, Bush Records, Xtravaganza, Perfecto, and Wheatley Records. Over the years, Xelon has handled releases for artists including Hans Zimmer, Tiësto, RÜFÜS DU SOL, Dom Dolla, Pitbull, Armin van Buuren, Carl Cox, Paul Oakenfold, Purple Disco Machine, Starley, Hardwell, Scooter, 2 Unlimited, DJ Sammy, Dannii Minogue, Yothu Yindi, Yolanda Be Cool, and many more.

Learn more at xelondigital.com