Too Lost appoints former Sony, Discovery, and WWE exec James Rosenstock as CFO

Too Lost Music Group has appointed James “Jay” Rosenstock as Chief Financial Officer.

Rosenstock has served as CFO at three technology companies and has held corporate development and international leadership roles at Sony, Discovery Communications, and WWE.

He will lead the global finance organization at New York-headquartered Too Lost and work with its executive team on capital allocation and acquisitions.

The hire comes as Too Lost expands its distribution, publishing, and catalog businesses worldwide, the company said.

“Jay has an extraordinary combination of financial discipline, operational experience and deep familiarity with the global media and music industries,” said Gregory Hirschhorn, Co-Founder and CEO of Too Lost. “We’ve reached a point in Too Lost’s growth where building world-class financial infrastructure is just as important as continuing to build world-class technology and services for our clients.

“Jay has helped some of the largest and most sophisticated media organizations in the world navigate growth, acquisitions and major strategic transformations, and we’re incredibly excited to have him help lead Too Lost through this next chapter.”

“Jay has helped some of the largest and most sophisticated media organizations in the world navigate growth, acquisitions and major strategic transformations, and we’re incredibly excited to have him help lead Too Lost through this next chapter.”

Gregory Hirschhorn, Too Lost Music Group

Rosenstock has more than 25 years of experience across the media and technology sectors, according to Too Lost.

His technology-sector CFO roles were at ezCater (as Co-CFO), Skillshare, and, most recently, KKR-backed PlayOn Sports.

PlayOn announced his appointment as CFO in January 2024.

At those companies, which were backed by venture capital and private equity investors, Rosenstock ran the finance function as each business scaled.

According to Too Lost, that work included building the financial planning, accounting, reporting, data analytics, and information security infrastructure required by institutional investors.

Rosenstock has prior experience in the music industry.

From 2002 to 2007, he was part of the corporate development and M&A group at Sony Corporation of America, where he worked on the 2004 merger of Sony Music and Bertelsmann Music Group (BMG).

He also helped grow Sony/ATV Music Publishing (now Sony Music Publishing) through catalog acquisitions.

At Discovery Communications, where he led corporate development, he helped oversee approximately USD $3 billion of international expansion investment, including the acquisition of Eurosport.

Rosenstock later served as President of VICELAND International and as Executive Vice President, International at WWE, where he ran the company’s international business.

“Too Lost has built a highly disruptive platform at the intersection of music, technology and financial services, pairing independent music distribution with flexible capital for artists and labels,” said Rosenstock. “The scale the team has achieved while remaining focused on serving independent artists and labels is impressive.

“Too Lost has built a highly disruptive platform at the intersection of music, technology and financial services, pairing independent music distribution with flexible capital for artists and labels.”

James Rosenstock, Too Lost Music Group

“I’m excited to work with Gregory, Alex [Silverstein] and the broader leadership team to build the financial and operational foundation that will help us serve even more independent artists and labels around the world.”

Rosenstock’s appointment follows a series of deals and hires at Too Lost this year.

In March, the company secured a nine-figure investment round led by Charles Goldstuck’s GoldState Music and private equity firm TA Associates.

Pinnacle Financial Partners provided a senior credit facility alongside the investment.

Sources suggested at the time that the deal valued Too Lost at up to three times its annual revenue.

Too Lost confirmed to MBW in January that it surpassed USD $100 million in annual revenue in 2025.

In May, Too Lost appointed Jay Moore as Chief Investment Officer.

Moore, who joined from Position Music, leads the company’s investment strategy.

In July, Too Lost acquired GYRO.Group, the Brisbane-based independent music distribution and artist services company.

That transaction was Too Lost’s first acquisition following the GoldState and TA investment.

GYRO.Group Co-Founder and CEO Andy Irvine took on the additional role of Head of APAC at Too Lost as part of the deal.

On October 20, Too Lost Music Group agreed to acquire Xelon Entertainment, the Australian independent music distributor founded by Ashley Gay in 2007.

The Xelon deal is expected to close by the end of 2026, subject to customary closing conditions and regulatory approvals.

Too Lost Music Group describes itself as “a global independent music company providing artists, record labels and music businesses with the infrastructure, technology, capital and international reach needed to build, scale, monetize and protect valuable music assets.”

The company says it serves more than half a million artists and record labels across its portfolio.

When MBW reported on the March investment round, Too Lost said it served more than 450,000 musicians, record labels, studios, investors, and platforms.

Too Lost Music Group claims to deliver approximately 10% of the world’s newly released music each day.

The company was founded in 2020 by Gregory Hirschhorn, Alex Silverstein, and Bjarki Lárusson.Music Business Worldwide