Get Funding & Stay in Control

Get an Estimate
Pro Interviews

Disrupting Distribution with Gregory Hirschhorn

Disrupting Distribution with Gregory Hirschhorn
Too Lost Distribution

Too Lost Distribution's CEO and co-founder, Gregory Hirschhorn, recently spoke with Xposure Music's Sydney Hubbard for an in-depth interview discussing the unique approach his company takes to music distribution. He explained how their services aim to ensure both exposure and benefits for underrepresented artists and micro Digital Service Providers (DSPs) across various territories.

The music industry landscape is vast. With a myriad of distributors, artists, labels, and technology, it's easy for things to get lost in translation. This is where Gregory saw room for improvement. After starting a record label in high school and gaining industry experience at Sony, Gregory identified gaps in the system and set out to provide a unique solution.

"There is a lot of royalty collection that goes unnoticed, whether it's fraudulent behavior, just mis-accounting, it could be accidental, but there's a lot of royalties that kind of get swept under the rug. The goal with Too Lost is to make sure an artist's back catalog is properly represented."

Building a Music Distribution Platform

Gregory had big ideas to improve the music industry's products and services. However, he faced various challenges in the corporate world, hindering him from fully implementing his innovative solutions. As the COVID-19 pandemic began, he launched Too Lost from home, a software solution for independent artists and labels. It quickly gained a dedicated following, with around 10,000 users in just four months. As of now, the platform represents 250,000 artists and labels, managing a catalog of about 4.5 million recordings and delivering over 150,000 new releases every month.

The Birth of Too Lost

The name "Too Lost" represents three key concepts. Firstly, it reflects the issue of royalties disappearing in the music industry due to mis-accounting, fraudulent behavior, and lack of transparency. Secondly, it describes how artists often feel literally lost within the industry, with confusing systems and multiple distributors. Lastly, Gregory wanted to steer away from clichéd tech-company names, choosing something that sounded more like a band or record label name, hinting at the company's culture of loving music first and foremost.

Micro DSPs: A Game Changer for Artists

Gregory shed light on the concept of micro Digital Service Providers (DSPs), which is often confusing for artists. Micro DSPs are smaller streaming services or utilities that utilize artists' music but on a less grand scale than major platforms like Spotify or Apple. Although these platforms might not generate a significant part of an artist's income, they can provide benefits like market data and increased exposure. In a competitive music industry where thousands of tracks are released daily, any additional visibility can be beneficial.

Gregory emphasized the importance of giving artists and labels the choice of where they want to distribute their music, a principle at the core of Too Lost Distribution. Despite the traditionally conservative stance of major labels, who seek to protect the value of copyrights and control where music is available, Too Lost aims to empower their artists and labels by providing them the freedom to choose.

Gregory's vision and commitment to solving the industry's challenges have made Too Lost a significant player in the world of music distribution.

Connect with Gregory HIRSCHHORN on Xposure Music and follow Too Lost at @toolost

ABOUT THE GUEST

Gregory Hirschhorn
Music exec, VC investor, entrepreneur. Leads Too Lost, aiding indie artists/labels, boosting revenue. Invested in Thrasio, Liquid Death, Ghost Lifestyle. Diverse experience in labels, production, startups.

ABOUT THE AUTHOR

Sydney Hubbard
Ex-CAA artist development team member with management expertise. Contact me for advice on engaging booking agencies, hiring a manager, and establishing a personal brand.

You may also like some of these opportunities

Submit to seanxlove's Live Stream for Review
Submit for a chance to be reviewed by seanxlove live. On seanxlove's livestream you'll hear straight from Sean about your track, getting feedback and valuable answers to your questions on how to improve your music.
Submit to seanxlove's Live Stream for Review
Submit for Allieus's Live Music Review
Submit to Allieus for a live music review on TikTok and Kick and get feedback on your track.
Submit for Allieus's Live Music Review
Get Your Song Reviewed by SuperStar O
I'm Superstar O. Primarily a Music Producer & Into Music Related Business. I'm also a Big Gamer & anime Otaku. Get your Song Reviewed on my stream by submitting below.
Get Your Song Reviewed by SuperStar O
Submit to Xposure Music's Live Stream with Sakhia
Submit for live feedback on the Xposure Music live stream and get a chance to be featured on our instagram.
Submit to Xposure Music's Live Stream with Sakhia

Get on a 1-1 video Call with Music Industry Pros

Joey Arbagey Verified by Xposure

Former EVP, A&R Epic Records, oversees record-making process for artists including Whitney Houston and Camila Cabello
Worked with
Camila Cabello, Zara Larsson, Eddie Benjamin, AJ Mitchel
Book now
Joey Arbagey

Mateo Dorado Verified by Xposure

Senior Director of A&R, Atlantic Records
Worked with
Rod Wave, Comethazine, Yung Bans, diablo, Enphamus
Book now
Mateo Dorado

Spencer LeBoff Verified by Xposure

General Manager Publishing at beatBread
Worked with
Tate McRae, Saweetie, Justin Bieber, Saint Jhn
Book now
Spencer LeBoff

Alicia Mathews Verified by Xposure

Worked with
Hailey Whitters, Tyler Dial, Flatland Cavalry
Book now
Alicia Mathews

Britt Hicks Verified by Xposure

Worked with
REI AMI, Kota the Friend, ARDN, P!nk, Miley Cyrus, Martin Garrix
Book now
Britt Hicks

J.D. Tuminski Verified by Xposure

Marketing Exec with 14+ Years Experience - Def Jam, Columbia Records, HBO
Worked with
2 Chainz, Justin Bieber, Kanye West, Logic
Book now
J.D. Tuminski
See All Pros

RECENT ARTICLES

Xposure Blog Topics