Too Lost Names Former Sony and WWE Executive Jay Rosenstock as CFO
Too Lost Music Group has appointed James "Jay" Rosenstock as its Chief Financial Officer, the executive who oversees a company's money, budgets and financial reporting. Music Business Worldwide reported the appointment on 27 October 2026. Rosenstock will lead the global finance organisation at the New York-headquartered company.
Too Lost describes itself as a music and technology company that offers a range of digital services to independent artists, labels and other rights holders, the people and businesses that own recordings and songs. Its About page lists Rosenstock as Chief Financial Officer.
His career has moved between media companies and technology firms. According to the report, he has more than 25 years of experience across both sectors. He began as an investment banker covering technology, media and telecoms companies, and later worked as a vice president at Credit Suisse from 2000 to 2002.
From 2002 to 2007 he worked in corporate development at Sony Corporation of America. Corporate development teams look for acquisitions, partnerships and other large deals. At Sony he worked on the 2004 merger of Sony Music and Bertelsmann Music Group (BMG), the music arm of the German media group.
He then moved to Discovery Communications, where he led corporate development. The report says he helped oversee about US$3 billion of international expansion investment, including the purchase of the sports broadcaster Eurosport. He later served as president of VICELAND International and as executive vice president, international at WWE, the wrestling entertainment company.
His most recent roles were in technology finance. He served as Co-CFO at the food-delivery platform ezCater, as CFO at the online learning marketplace Skillshare, and most recently as CFO at PlayOn Sports, a company backed by the investment firm KKR. PlayOn announced his appointment in January 2024, saying he would help drive growth and innovation in the K-12 market, the school system from kindergarten through Grade 12 in the United States.
What the move means for Too Lost's day-to-day operations has not been detailed in the announcement. For a company built around independent artists and labels, though, the finance chief sits at the centre of how money is tracked, reported and paid out. The new CFO now takes that job on a global scale.
