Too Lost Signs Dubai's Afterpeak to Worldwide Distribution Deal
Too Lost has signed Dubai-based Afterpeak to an exclusive, multi-year deal to distribute its music worldwide. The agreement was announced on 9 November, and Music Business Worldwide reported the details on 11 November.
Distribution means a company handles the delivery of recordings to streaming services, shops and download stores. It also collects the money those services pay out. Under this deal, Too Lost will distribute Afterpeak's existing catalogue and every future release, in every territory.
Too Lost is also putting money into Afterpeak. The financing is described as multi-seven-figure, which means it runs into the millions, although no precise sum has been given. Afterpeak will use it for marketing, growing its catalogue, developing artists and releasing new music.
Afterpeak was founded in 2020 by Avery Chauhan, who serves as its founder and chief executive. Too Lost is led by Gregory Hirschhorn, its chief executive and co-founder. Neither company has said how the two businesses will share revenue.
The size of Afterpeak's back catalogue is one of the headline figures. The company says it has more than 25,000 releases. Those include original recordings, cover versions and reworked versions of existing songs. A cover is a new performance of someone else's song, and a rework is a newly produced take on an existing track.
Afterpeak also says its catalogue has generated more than 3 billion streams on Spotify. A stream is one play on a streaming service, and the number is a running total across the whole catalogue rather than a single hit.
Afterpeak is not only a record business. Its experiences division produced a private superyacht event during the 2025 Abu Dhabi Formula 1 Grand Prix, using a 164-foot vessel. Experiences work of this kind, which pairs music with travel, hospitality and live events, is a growing part of many music companies' income.
For Too Lost, the deal adds a Dubai-based catalogue to its worldwide reach. For Afterpeak, the outside money and global distribution are meant to help its music travel beyond the region, and its artists and staff will be the ones who feel the change first. A release only reaches a listener when the paperwork, the delivery and the marketing all work together, and this agreement is about exactly that chain.
The deal is multi-year, so its effects will play out over a long period. Both companies have yet to publish a schedule of new releases under the agreement.
