Too Lost has appointed James Rosenstock, formerly of Sony Entertainment, as chief financial officer. He will lead the company’s global finance organization as it expands its distribution, publishing and catalog businesses worldwide.
Rosenstock will work closely with the executive team on capital allocation and acquisitions.
Rosenstock’s Background
Rosenstock brings more than 25 years of experience across media and technology, with a long record in music. As Head of Corporate Development at Sony Entertainment, he helped expand Sony Music through its combination with BMG. He also helped grow Sony/ATV Music Publishing through a series of catalog acquisitions.
He has since served as CFO of three consumer technology companies:
- ezCater
- Skillshare
- PlayOn Sports, which is backed by KKR
In each role, he guided venture and private equity-backed finance organizations through periods of rapid growth. That included building the financial planning, accounting, reporting data analytics and information security infrastructure needed to support institutional investors.
Comments From Too Lost
Too Lost Co-Founder and CEO Gregory Hirschhorn said:
“Jay has an extraordinary combination of financial discipline, operational experience, and deep familiarity with the global media and music industries. We’ve reached a point in Too Lost’s growth where building world-class financial infrastructure is just as important as continuing to build world-class technology and services for our clients. Jay has helped some of the largest and most sophisticated media organizations in the world navigate growth, acquisitions, and major strategic transformations, and we’re incredibly excited to help him lead Too Lost through this next chapter.”
Rosenstock cited Too Lost’s independent focus as a draw:
“Too Lost has built a highly disruptive platform at the intersection of music, technology, and financial services, pairing independent music distribution with flexible capital for artists and labels. The scale the team has achieved while remaining focused on serving independent artists and labels is impressive. I’m excited to work with Gregory, Alex, and the broader leadership team to build the financial and operational foundation that will help us serve even more independent artists and labels around the world.”
Distributor Transparency Push
Too Lost is positioning itself as a global pioneer in distributor transparency. As AI-generated music floods the market and AI-enabled streaming fraud targets DSPs (digital service providers), distributors increasingly act as gatekeepers, and the company’s transparency initiative is built around that responsibility.
