Too Lost to Acquire Australian Distributor Xelon in Second Deal of 2026
New York-based Too Lost Music Group has agreed to acquire Australian independent distributor Xelon Entertainment, the company announced on Tuesday, October 20. The two sides have signed a definitive partnership agreement for the deal, Music Business Worldwide reported.
The acquisition is not yet final. It remains subject to customary closing conditions and regulatory approvals, with the parties expecting it to close by the end of 2026.
It is Too Lost’s second Australian deal in quick succession. The company acquired Brisbane-based GYRO.Group three months earlier, an independent music distribution and artist services company.
Xelon is a familiar name in dance music. Founded in 2007 by Ashley Gay, the distributor delivers tracks to streaming services and online stores for independent labels and artists, and handles the royalties that come back. It operates from Melbourne, New York and the UK.
The numbers tell the scale. Xelon says it has distributed more than one million recordings, focused largely on electronic and dance music. It is recognised as a preferred label distributor by Apple Music, Beatport and Spotify, a status that can affect how quickly releases go live and how labels access support.
Its client list includes Sweat It Out, Central Station Records, Balance Music, 23rd Precinct, Unearthed African Recordings, Urbana Recordings and Paul Oakenfold’s Perfecto. Xelon started out bringing music from European acts including Tiësto and Armin van Buuren to Australian listeners, and has since handled releases for Hans Zimmer, RUFUS DU SOL, Dom Dolla, Pitbull, Carl Cox and Purple Disco Machine.
Gay will stay on under the new ownership. He will continue to lead Xelon as president and will join Too Lost’s leadership team, where he will drive business development across Australia, New Zealand, the wider Asia-Pacific region, the UK and Europe.
Xelon has been expanding ahead of the deal. It opened an office in London in September and appointed Giancarlo Cordasco as US partnerships manager.
Too Lost is led by chief executive and co-founder Gregory Hirschhorn. The company added 100,000 new artists and labels in 2025 and has projected nine-figure annual revenue for 2026. Its purchase of GYRO.Group was its first acquisition after a strategic investment led by GoldState Music and TA Associates.
What makes this stand out is the pace. Two Australian distributors in under four months gives Too Lost a much larger footprint with independent labels, particularly in dance and electronic music, and a base for further growth across Asia-Pacific and Europe.
