Too Lost signs Dubai-based Afterpeak, home to 25,000+ releases, to exclusive distribution deal with ‘multi-seven-figure’ financing

Too Lost has signed Afterpeak, the Dubai-based independent music and entertainment company, to an exclusive, multi-year global distribution deal.

As part of the agreement, Too Lost says it is also providing Afterpeak with “multi-seven-figure financing.”

Under the deal, announced on Monday (November 9), Too Lost will distribute Afterpeak‘s existing recorded music catalog, as well as its future releases, worldwide.

According to the announcement, the financing will support marketing, catalog growth, artist development, and the release of new music at Afterpeak.

Afterpeak was founded in 2020 by Avery Chauhan, its CEO.

The company says it has more than 25,000 releases and that its catalog has generated over 3 billion streams on Spotify.

That catalog includes original recordings, covers, and reworks, made with artists, producers, and vocalists worldwide, according to Afterpeak.

The announcement says Afterpeak has taken “a high-volume, internet-native approach to recorded music, combining creative development with technology, data and catalog management.”

Afterpeak has built “thousands of recordings of popular works with producers and studio musicians around the world,” according to the release, while “increasingly expanding its focus on original music, artist development and licensing.”

“I first met Avery five years ago when I approached him about doing a distribution venture with Too Lost,” said Gregory Hirschhorn, CEO and Co-Founder of Too Lost. “We finally got the deal to make sense, and we’re very excited to work with Avery and the entire Afterpeak team.

“They’ve built an incredibly successful, digitally native music business, and we believe there is a huge opportunity to help accelerate what they’ve already created.”

“They’ve built an incredibly successful, digitally native music business, and we believe there is a huge opportunity to help accelerate what they’ve already created.”

Gregory Hirschhorn, Too Lost

Avery Chauhan, Founder and CEO of Afterpeak, said: “Afterpeak has always been built to move quickly, think independently and create at scale. Too Lost understands that approach and gives us the best-in-class global infrastructure to support the next phase of our growth, without losing the flexibility and creative control that define how we work.

“We’re excited to build this next chapter together.”

Beyond recorded music, Afterpeak operates an experiences division.

The company says that division produced a private 164-foot superyacht experience during the Abu Dhabi Formula 1 Grand Prix in 2025.

“Afterpeak has always been built to move quickly, think independently and create at scale. Too Lost understands that approach and gives us the best-in-class global infrastructure to support the next phase of our growth, without losing the flexibility and creative control that define how we work.”

Avery Chauhan, Afterpeak

The division has also staged invite-only cultural events in markets including Amsterdam, Abu Dhabi, Bali, Stockholm, and Thailand.

The announcement makes no mention of AI, but Afterpeak‘s website states that the company “was an early adopter of AI.”

The site adds that Afterpeak‘s internal production workflows automate “repeatable creative output” and versioned release assets, while creative direction remains in human hands.

The Afterpeak agreement is the latest in a series of deals for Too Lost.

In October 2025, Too Lost made a seven-figure investment in independent label Rebellion Records.

In March this year, the New York-headquartered company secured a nine-figure investment round led by Charles Goldstuck‘s GoldState Music and private equity firm TA Associates.

At the time, Too Lost said it would use the capital to invest in artist advances, catalog acquisitions, and its technology platform.

In July, Too Lost acquired Brisbane-based GYRO.Group, its first acquisition following the investment.

On October 20, Too Lost Music Group agreed to acquire Xelon Entertainment, the Australian independent music distributor founded by Ashley Gay in 2007, in a deal expected to close by the end of 2026.

A week later, it appointed James “Jay” Rosenstock as Chief Financial Officer.

Rosenstock will work with the company’s executive team on capital allocation and acquisitions.

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

In a year-end letter shared with MBW, Hirschhorn said that the company had deployed more than USD $10 million in advances and marketing budgets to support independent artists in 2025.

Too Lost is a division of Too Lost Music Group (TLMG).

TLMG says it serves more than half a million artists and record labels across its portfolio, with more than 170 staff across ten offices globally.

The company also claims to deliver approximately 10% of the world’s newly released music each day.Music Business Worldwide