Too Lost, a global music technology and rights management company, has acquired GYRO.Group, Australia’s largest independent music distribution and artist services company, in its first acquisition following a recent strategic investment led by GoldState Music and TA Associates. Financial terms were not disclosed. The transaction marks Too Lost’s first move into the Asia-Pacific region.
Founded in 2018 and headquartered in Brisbane, GYRO.Group operates a portfolio of four interconnected brands. G.Y.R.O. is an independent distribution, marketing, and artist services platform built for artists across Australia and New Zealand. DistroDirect is a global white-label distribution and infrastructure platform supporting more than 500 labels, managers, studios, and music businesses across more than 40 markets. GROUP SPEED is a boutique marketing company focused on global artist growth strategy and audience development. Soothe Sounds is an invite-only distribution service dedicated to original neo-classical and contemporary instrumental music. The combined group supports tens of thousands of artists and nearly one million recordings worldwide, with operations in Australia, the United States, Canada, Brazil, and the Philippines.
GYRO.Group’s co-founders Viv Mellish and Alex Wilson, alongside executive team members Matthew Rogers and Adrian Burke, will continue leading the business day-to-day. Andy Irvine, GYRO.Group’s CEO and co-founder, will retain that role while also joining Too Lost as Head of APAC, overseeing regional growth initiatives and strategic expansion across the Asia-Pacific market.
Too Lost provides independent artists, labels, and creators with distribution, rights administration, analytics, payments, financing, and software infrastructure. The acquisition extends that platform into APAC and adds GYRO.Group’s white-label infrastructure business — particularly DistroDirect — as a new distribution layer serving music businesses globally.
KEY QUOTES:
“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 supporting artists, labels, managers, and music businesses throughout the APAC region.”
Gregory Hirschhorn, Chief Executive Officer and Co-Founder, Too Lost
“From our earliest conversations, it was clear that Too Lost shared our vision around empowering independent artists and labels through technology, transparency, and service. For our artists and partners, G.Y.R.O. remains the same Australian-made, artist-first company they know, now backed by additional resources, technology, and global reach to help accelerate more artist careers. We launched G.Y.R.O. to help export Australian and New Zealand artists while supporting independent musicians around the world. That mission remains unchanged. Joining forces with Too Lost allows us to continue building on that foundation while expanding the opportunities available to our artists, partners, and team.”
Andy Irvine, Chief Executive Officer and Co-Founder, GYRO.Group and Head of APAC, Too Lost
