Melbourne-founded Xelon Entertainment has become the latest independent music distribution and label services company to announce a strategic partnership with global music technology and rights management company Too Lost.
Founded almost two decades ago by Ashley Gay, Xelon boasts offices in not just its native Melbourne, but New York and the UK, having distributed more than a million recordings for indie labels and artists – especially in its specialty genre of electronic and dance.
Labels such as Sweat It Out, Central Station Records, Balance Music, and more have served as clients, while releases from huge names such as RÜFÜS DU SOL, Tiësto, Hans Zimmer, Dom Dolla, Pitbull, and stacks more have been handled by the company.
Too Lost, meanwhile, was co-founded by CEO Gregory Hirschhorn, Bjarki Larusson, and Alex Silverstein, and launched publicly in 2020. Rapid growth soon resulted in more than 300,000 artists and labels distributing via their services as of late 2025.
Now, the newly-announced partnership between the two companies (which is expected to close by the end of the year subject to customary closing conditions and regulatory approvals) will see Gay continuing as President of Xelon, while also joining the leadership team at Too Lost.
His expanded role will see him continuing to foster growth for the artists and labels under Xelon's care, while also helping drive the business development efforts of Too Lost across Australia, New Zealand, the broader APAC region and the United Kingdom and Europe.
"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.”
“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 Too Lost's 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.”
As Hirschhorn alluded to, this news follows on from July's acquisition of music distribution and artist services company GYRO.Group.
The combination of three companies aims to bring together their collective resources as part of a strengthened effort to help independent music businesses compete more effectively on a global scale.
