Too Lost Music Group Partners With Xelon Entertainment
Too Lost Music Group has entered into a definitive partnership agreement with independent music distributor Xelon Entertainment, in a move set to strengthen its presence locally.
Too Lost Music Group has entered into a definitive partnership agreement with independent music distributor Xelon Entertainment, in a move set to strengthen its presence across Australia, New Zealand and the broader APAC region.
The New York-headquartered company expects the deal to close by the end of 2026, subject to regulatory approvals.
Founded almost 20 years ago by Ashley Gay, Xelon distributes for independent labels including Sweat It Out, Central Station Records and Balance Music in Australia, alongside international labels such as 23rd Precinct, Unearthed African Recordings, Urbana Recordings and, most recently, Paul Oakenfold’s Perfecto.
The company began as an artist services business introducing European artists such as Tiësto and Armin van Buuren to Australian audiences. It has since expanded its operations across Melbourne, New York and the United Kingdom, distributing more than one million recordings with a particular focus on electronic and dance music.
Its catalogue includes releases from 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 and Yolanda Be Cool, among others.
Xelon is also a preferred label distributor for Apple Music, Beatport and Spotify.
Under the agreement, Gay will remain President of Xelon and join Too Lost’s leadership team. He will also oversee Too Lost’s business development across Australia, New Zealand, the broader APAC region, the United Kingdom and Europe.
Reporting from inside the Australian music business since '94.
“I’m incredibly proud of what the Xelon team has built over the past two decades,” Gay said. “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.”
Once finalised, the partnership will bring Xelon into Too Lost's wider network alongside GYRO.Group, combining distribution infrastructure, technology, label services, capital and local market expertise.
Gregory Hirschhorn, CEO and Co-Founder of Too Lost, said the agreement represents a significant step in the company's international expansion. “Xelon has spent almost two decades building trust with some of the most important independent labels and artists in Australia, New Zealand and beyond.
“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.”
Mallesons is providing legal advice on the transaction, while BDO and Deloitte are advising on tax and financial diligence. The agreement remains subject to customary closing conditions.
