Digital distributor Too Lost has made a “seven-figure” investment in Rebellion Records, an independent label founded in 2023.
According to the press release issued on Thursday (October 9), the deal combines “significant capital investment” with Too Lost’s technology to “accelerate Rebellion’s rapid artist development model”.
MBW understands that Too Lost’s seven-figure investment is expected to increase in the coming years as part of a long-term partnership with Rebellion.
Rebellion Records is described as a “viral marketing-driven independent label”. It was co-founded by artist and CEO Michael Turner (PLVTINUM) and COO Daniel Nall.
According to Rebellion, since launching just two years ago, it has generated over 5 billion streams and “nearly eight figures” in revenue by placing user-generated social engagement and TikTok virality at the center of its strategy”.
The company reports achieving 20 billion views across platforms in its first year.
For New York headquartered Too Lost, which was recognized on the 2025 Inc. 5000 list of fastest-growing private companies in America, the partnership follows a year (2024) in which the company reports to have paid out over $50 million in royalties and distributed more than 2 million new songs, which it claims, “represent[s] 5% of all global releases”.
The company’s CEO and Co-Founder Gregory Hirschhorn noted in a New Year letter earlier this year that Too Lost achieved over 130% revenue growth in 2024 and is on track to surpass $100 million in annual revenue in 2025.
Thursday’s announcement noted that Rebellion’s breakout success includes Chris Grey, who grew from 100,000 to over 6 million monthly Spotify listeners and earned a JUNO Award nomination within his first year at the label, as well as VANA, whose single Beg, topped [SiriusXM‘s] Octane Radio and surpassed 30 million streams.
According to Thursday’s announcement, “together, Rebellion and Too Lost aim to create a powerful new framework for independent artist success”.
Rebellion has also previously entered into a joint venture with 10K Projects and inked a publishing deal with Warner Chappell Music.
“Michael and the Rebellion team have an incredible vision to build artists up by focusing heavily on user-generated social engagement.”
Gregory Hirschhorn, Too Lost
Gregory Hirschhorn, CEO of Too Lost, said: “Michael and the Rebellion team have an incredible vision to build artists up by focusing heavily on user-generated social engagement.
“The team has extraordinary taste and a fantastic track record. Too Lost’s investment and our larger partnership will help Rebellion reach new heights.”
“Too Lost brings best-in-class distribution technology, financial firepower, and a shared appetite to break molds to this partnership.”
Michael Turner, Rebellion Records
Michael Turner, Co-Founder and CEO of Rebellion Records, added: “Too Lost brings best-in-class distribution technology, financial firepower, and a shared appetite to break molds to this partnership.
“With our teams aligned, we’ll leverage our viral engine at scale, sign zeitgeist artists, and move faster than the industry can copy.”
Music Business Worldwide