Too Lost Music Group to Enter Strategic Partnership with Xelon Entertainment
The partnership expands Too Lost’s presence across the APAC region, USA and the United Kingdom, strengthening its position as a globally leading independent music distribution platform
New York-headquartered music company Too Lost Music Group announced today that it has entered into a definitive partnership agreement with Xelon Entertainment, the long-standing independent music distribution company with operations across APAC and the United Kingdom. Subject to regulatory approvals, the parties currently expect the deal to close by the end of 2026.
Founded almost 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, and global labels 23rd Precinct, Unearthed African Recordings, Urbana Recordings and most recently Paul Oakenfold’s label Perfecto. Originally launching as a local artist services vehicle bringing some of Europe’s largest artists such as Tiësto, Armin van Buuren to Australian listeners, Xelon has developed a reputation as a revered digital music distribution company with an impeccable reputation for service and delivery. Over the years Xelon has handled releases for artists such as 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 over a million recordings for independent labels and artists around the world, with a heavy focus on electronic and dance music. Operating from Melbourne, New York and the United Kingdom, Xelon has built longstanding relationships across the global digital music ecosystem and is also 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 as well as driving Too Lost’s business development efforts across Australia, New Zealand, the broader APAC region and the United Kingdom and Europe.
“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.”
Upon finalising, the deal will significantly expand Too Lost’s footprint across APAC and further strengthen its position as an independent distribution partner for labels and artists in the region.
“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.”
The combination of Too Lost, Xelon and GYRO.Group will bring together technology, local market expertise, label services, distribution infrastructure and capital designed to help independent music businesses compete more effectively on a global basis.
The deal is being completed with the support of advisers including Mallesons for legal advice and BDO and Deloitte on tax and financial diligence, and remains subject to customary closing conditions and regulatory approvals.
About Xelon Entertainment
Founded almost 20 years ago by Ashley Gay, Xelon Entertainment is an independent music distribution and label services company. It serves record labels around the world from offices in Melbourne, New York and the United Kingdom. Xelon has distributed over a 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. xelondigital.com.
About Too Lost Music Group
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. You can learn more about Too Lost Music Group at TLMG.com.