Photo Credit: Too Lost (CEO Gregory Hirschhorn)
Too Lost CEO Gregory Hirschhorn recently published a letter reflecting on the company’s impressive 2025 achievements and outlines the distributor’s ambitious plans for 2026.
This article was created in collaboration with DMN partner Too Lost.
The independent music distribution platform celebrated major milestones, including substantial royalty payouts and revenue growth—all while maintaining full profitability without external investors. Hirschhorn’s letter serves as a report card on Too Lost’s operations, delivering clear updates on upcoming features and tools as Too Lost continues to grow its business in 2026.
Hirschhorn highlights robust double-digit revenue growth throughout 2025, alongside earnings before interest, taxes, depreciation, and amortization (EBITDA) that more than doubled year-over-year. He credits the achievement to a dedicated team and a thriving community of artists and labels who help fuel the platform’s growing momentum. This self-sustaining model with no outside investors required positions Too Lost as a table player in an industry often plagued by funding volatility.
Hirschhorn also highlights Too Lost’s accomplishments in 2025, including the addition of several new team members and the opening of their new office in downtown Reykjavík—expanding Too Lost’s global footprint and ability to support creators across the globe.
Throughout 2025, Too Lost also invested millions of dollars into new ventures, acquired millions of dollars’ worth of catalogs, and deployed more than $10 million in advances and marketing budgets to support independent artist growth. Some of those investments and partnerships included firms AntiFragile Equity Partners and Xposure Music, and record labels like Rebellion Records.
Too Lost also signed The All-American Rejects—whose viral house party tour became one of the most memorable moments of the year. 2025 also marked the year Too Lost launched its new sync division, which has secured several large placements across films, commercials, video games, and more.
Through its joint venture with OnTheRadar, Too Lost launched in the UK and Brazil to release nearly 200 original freestyles to streaming services for artists in those regions. UK-based Heatwave Records saw multiple viral charting hits in 2025 based on this effort. Today, Too Lost supports creators in more than 180 countries across the globe.
Other accomplishments this year include the launch of Too Lost mobile apps on iOS and Android. The distributor also introduced AI Mastering and Apple Digital Master delivery. It also rolled out its enterprise and white label suite—with more than 60 white label organizations already onboarded in just a month after launch.
Too Lost also innovated by introducing Manifest as a payment partner, with features like bulk royalty split creation, enhanced delivery logs, and internal release notes designed to improve the user experience.
In 2025, Too Lost expanded its analytics information by launching real-time stream rate data by month, store, service, and territory. They also introduced daily Usage Discovery matches, Spotify Discovery Mode metrics and trends, TikTok Music and Resso analytics, VEVO analytics, YouTube MCN sales reporting, and dozens of new platform specific analytics integrations—they include Audiomack, Micloud, Jaxsta, Trebel, Soundtrack Your Brand, iTunes, Alibaba, Pinterest, WhatsApp, QQ Music, KKBOX, Jiosaavn, WeSing, Douyin, and many more.
Too Lost also expanded its DSP ecosystem, onboarding new partnerships with platforms like Melon, TikTok Commercial Library, Hook, Lissen, Eleven Labs, Singa, Taobao, Nina Protocol, Turntable, Rythm, Soda Music, Nuuday, Coda Music, and others. Too Lost says it is integrated with over 480 stores around the world.
The distributor released over 2.3 million new tracks across nearly one million new releases. Too Lost labels and artists sent more than four million Fan Blasts. Millions of matches were made on unlicensed content using the Usage Discovery Tool and thousands of catalogs were migrated into Too Lost from incumbent distribution solutions. In 2025 alone, Too Lost welcomed over 100,000 new artists and labels.
All of that effort paid off too, as Too Lost and its Founders were recognized on the 2025 Forbes 30 under 30 list, the 2025 Inc. 5000 list, and named to Billboard’s 40 Under 40.
“We continued to move fast without losing focus, to build ambitious products while staying grounded in service, and to scale without losing sight of why Too Lost exists in the first place,” CEO Gregory Hirschhorn says. “The independent music industry continues to grow. Since the beginning, we did all of this 100% independent. No outside investors. No handouts. Just hard work, passion and love for the artists we get to work with everyday.”
Anyone interested in trying Too Lost for free can redeem to code ‘TL2026‘ when creating an account to receive three months of free distribution.
