Too Lost Music Group has reached a deal with Xelon Entertainment, expanding its presence in Australia, New Zealand and the wider Asia-Pacific region. Xelon founder Ashley Gay will remain president and join Too Lost’s leadership team.
Gay will also oversee business development across Australia, New Zealand, Asia-Pacific (APAC), the United Kingdom and Europe.
Xelon’s distribution business
Founded by Gay almost 20 years ago, Xelon initially provided local artist services, bringing music from European acts including Tiësto and Armin van Buuren to Australian audiences. It has since distributed more than one million recordings for independent labels and artists worldwide, with a particular focus on electronic and dance music.
Its label clients include:
- Australian labels Sweat It Out, Central Station Records and Balance Music.
- International imprints 23rd Precinct, Unearthed African Recordings and Urbana Recordings.
- Paul Oakenfold’s Perfecto, its most recent addition.
Xelon has handled releases by Hans Zimmer, RÜFÜS DU SOL, Dom Dolla, Pitbull, Carl Cox and Purple Disco Machine. It operates from Melbourne, New York and the United Kingdom, and holds preferred distributor status with Apple Music, Beatport and Spotify.
Leadership and regional expansion
“I’m incredibly proud of what the Xelon team has built over the past two decades,” said Gay. “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.”
Gregory Hirschhorn, chief executive officer and co-founder of Too Lost, said Xelon would enter the group while retaining the characteristics behind its business.
“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 Hirschhorn. “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,” Hirschhorn said.
Group resources and deal advisers
The combination of Too Lost, Xelon and GYRO.Group is intended to bring together technology, local market knowledge, label services, distribution infrastructure and capital to support independent music businesses internationally.
Too Lost Music Group has more than 170 professionals across ten offices worldwide. Its stated aim is to support independent businesses seeking growth while retaining their rights and creative independence.
Mallesons is advising on legal matters for the deal, while BDO and Deloitte are conducting tax and financial due diligence.
