Too Lost Announces Strategic Partnership with GYRO.Group

Too Lost and GYRO.Group have announced a strategic partnership.

The partnership marks Too Lost's first acquisition following the company's recent strategic investment led by GoldState Music and TA Associates. 

The GYRO.Group partnership strengthen's Too Lost's international footprint across Australia, New Zealand, and the broader Asia-Pacific region. 

According to a press release, Too Lost and GYRO.Group “intend to make substantial long-term investments into the independent music ecosystem throughout the APAC region.” 

The transaction also expands GYRO.Group's ability to "invest in independent artist and DistroDirect partner advances, catalogue acquisitions, and continued development of its technology and services platform."

Founded in 2018, GYRO.Group is a leading independent distribution, marketing, and artist services platform built for Australian and New Zealand artists. Headquartered in Brisbane with operations in Australia, the US, Canada, Brazil, and the Philippines, the group combines local knowledge with international scale to deliver services in distribution, marketing, publishing, sync, and label infrastructure. 

Too Lost is a global music technology and rights management company serving hundreds of thousands of artists, labels, and creators worldwide. 

GYRO.Group co-founders Viv Mellish and Alex Wilson, as well as executive team members Matthew Rogers and Adrian Burke, will continue to operate the group's day-to-day business and drive growth for GYRO.Group and Too Lost's broader APAC strategy. 

GYRO.Group CEO Andy Irvine will continue leading the group and will also assume the additional role of Head of APAC at Too Lost, “overseeing regional growth initiatives and strategic expansion efforts.”

“From our earliest conversations, it was clear that Too Lost shared our vision around empowering independent artists and labels through technology, transparency, and service," Irvine says.

"For our artists and partners, G.Y.R.O. remains the same Australian-made and artist-first company they know, now with additional resources, technology, and global reach behind it to supercharge more artist careers.

"We launched G.Y.R.O. to help export Australian and New Zealand artists and support independent musicians globally — that mission does not change. Joining forces allows us to keep building on what we started while expanding the opportunities available to our artists, partners, and team.”

“We have long admired GYRO.Group and their commitment to delivering best-in-class technology and service as an artist-first company,” shares Gregory Hirschhorn, CEO and Co-Founder of Too Lost.

“Australia has one of the most exciting independent music communities in the world, and we intend to invest heavily behind G.Y.R.O. to continue to support artists, labels, managers and music businesses in the APAC region.”