A collaboration between Too Lost and GYRO.Group—a Brisbane-headquartered company recognized as Australia’s leading independent music distribution and artist services firm—has been unveiled.
NEW YORK CITY, NY, UNITED STATES, July 15, 2026 /EINPresswire.com/ — Too Lost has revealed a partnership with GYRO.Group, a Brisbane-based organization widely viewed as Australia’s largest independent music distribution and artist services provider. This move is Too Lost’s first acquisition after its recent strategic investment, which was led by GoldState Music and TA Associates. It also underscores Too Lost’s purposeful entry into the Asia-Pacific (APAC) region, bringing immediate scale and infrastructure.
Through this partnership, GYRO.Group is being fully integrated into Too Lost’s global structure, greatly broadening its operational presence in Australia, New Zealand, and the wider APAC market. Both companies have indicated their commitment to making sustained, long-term investments in the independent music ecosystem throughout the region—an area drawing increasing global interest because of its expanding artist community and export capabilities.
Established nearly ten years ago, GYRO.Group has developed a comprehensive independent music infrastructure that presently supports tens of thousands of artists worldwide. The organization manages close to one million recordings with international service. Within Australia’s independent music sector, GYRO.Group holds a dominant position, serving as a key regional player in distribution and artist development.
GYRO.Group’s portfolio includes several specialized business units, each of which will now enhance Too Lost’s expanded offerings. G.Y.R.O. – Get Your Record Out functions as a premier independent distribution, marketing, and artist services platform across Australia and New Zealand.
Meanwhile, DistroDirect provides a worldwide white-label distribution and infrastructure solution, supporting over 500 labels, managers, studios, and music businesses across 40 markets. GROUP SPEED operates as a boutique marketing division concentrating on growth strategy and audience development, while Soothe Sounds offers label services, distribution, and recorded music support focused on original neo-classical and instrumental artists globally.
Too Lost intends to retain and promote GYRO’s leadership team within the combined organization. Andy Irvine, Co-Founder and CEO of GYRO.Group, will continue leading the organization while also serving as Head of APAC at Too Lost, overseeing regional growth initiatives and strategic expansion. Vivienne Mellish, Chief Marketing Officer at GYRO.Group, will broaden her responsibilities to help manage global communications and marketing projects for Too Lost.
GYRO.Group Co-Founder Alex Wilson will join Too Lost’s broader leadership structure, contributing to international operations and client strategy. Executive team members Matthew Rogers and Adrian Burke will continue managing the daily operations of DistroDirect and GROUP SPEED, driving growth for both GYRO.Group and Too Lost’s overall APAC strategy.
“GYRO has built something incredibly special in Australia,” shares Too Lost CEO Gregory Hirschhorn. “Andy, Vivienne, Alex, and the broader team created one of the strongest independent music companies in the region with exceptional technology, meaningful artist relationships, and a reputation that speaks for itself. Bringing GYRO into Too Lost immediately strengthens our international footprint and establishes a major foundation for our growth across APAC.”
“This transaction is about much more than scale,” continues Hirschhorn. “Australia has one of the most exciting independent music communities in the world, and we intend to invest heavily in the market over the long term.”
From GYRO.Group’s standpoint, this partnership offers a chance to build on its existing foundation with greater resources and an expanded global footprint. “From our earliest conversations, it was clear that Too Lost shared our vision around empowering independent artists and labels through technology, transparency, and service,” shares GYRO Group CEO Andy Irvine. “Joining forces allows us to continue building on what we started while significantly expanding the resources and opportunities available to our artists, partners, and team.”
The strategic investment also aligns with the broader strategy tied to Too Lost’s recent partnership with TA Associates and GoldState Music. That initiative was designed to accelerate growth through catalog investments, strategic mergers and acquisitions (M&A), and enhanced financing capabilities for artists and labels. Bringing GYRO.Group into the fold serves as an early execution of that strategy, blending regional expertise with global infrastructure.
With this partnership, Too Lost enhances its position as a global music technology and rights management company serving hundreds of thousands of artists, labels, and creators. It also represents Too Lost’s first entry into the Australian music market—one of the most active and evolving independent music markets worldwide. Australia now stands as a central pillar in Too Lost’s international expansion strategy.
Brandon Williams
Too Lost
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