Australian independent music distribution and artist services company GYRO.Group have announced the launch of their new strategic partnership with global music technology and rights management company Too Lost.
The first acquisition by the New York City-based company following a strategic investment led by GoldState Music and TA Associates back in March, the new partnership aims to strengthen their footprint across Australia, New Zealand, and the wider Asia-Pacific region.
Ideally, the nascent partnership aims to result in the US organisation making “substantial long-term investments into the independent music ecosystem” withino the APAC region.
Like GYRO.Group, Too Lost focuses exclusively on supporting independent artists and creators, with their partnership also expanding GYRO.Group’s ability to invest in advances for independent artist and DistroDirect partners, catalogue acquisitions, and further development of their technology and services platform.
"I'm so proud of what we've built over the last eight years,” says GYRO.Group CMO and Co-Founder Viv Mellish. “We've helped tens of thousands of Aussie and Kiwi artists get their music out into the world, and the talent we've worked with along the way has been incredible.
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“Billions of streams, Platinum and Gold records, number ones, ARIA Awards, Grammy nominations, Hottest 100 entries. And DistroDirect now supports over 500 labels and B2B partners in more than 40 markets, which we never imagined when we started.
“But honestly, the thing I'm proudest of is that we started it all from Brisbane,” she adds. “We've spent eight years educating artists about distribution, supporting them in their own timezone, and proving you can build a sustainable independent music business right here.
“None of that changes. What changes is the scale of what we can offer. With Too Lost behind us, we can supercharge the next chapter for our artists and partners. More resources, better technology, proper global reach, and it's still the same Australian team that's backed them from day one."
As Mellish notes, GYRO.Group was formed in Brisbane back in 2018, intent on “making things simple for independent musicians.” Founded by Mellish and CEO Andy Irvine, the pair’s efforts have seen GYRO.Group become Australia’s most influential independent music-tech and distribution company, working with myriad artists, including Dom Dolla, Jessica Mauboy, Keli Holiday, Ruby Fields, Boy & Bear, and many others.
“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 explains. “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.”
Meanwhile, Too Lost (which was co-founded by CEO Greg Hirschhorn, Bjarki Larusson, and Alex Silverstein) launched publicly in 2020, with rapid growth soon resulting in more than 300,000 artists and labels distributing via their services as of late 2025.
“We have long admired GYRO.Group and their commitment to delivering best-in-class technology and service as an artist-first company,” Hirschhorn says. “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.”
Mellish and co-founder Alex Wilson will continue to operate the day-to-day business of GYRO.Group alongside the executive team of Matthew Rogers and Adrian Burke, while also driving growth for both company’s broader APAC strategy. Irvine, meanwhile, will continue in his role as CEO of GYRO.Group, additionally assuming the role of Head of APAC at Too Lost.
