Too Lost lands exclusive global deal with Dubai’s Afterpeak

Too Lost has signed Dubai-based Afterpeak to an exclusive, multi-year global distribution partnership covering its 25,000-plus release catalog and future pipeline. The deal also includes multi-seven-figure financing to support marketing, artist development, catalog growth and new music.

Why it matters: - The deal gives Afterpeak global distribution scale while preserving the company’s fast-moving, digitally native model. - The financing adds capital for marketing, catalog expansion, artist development and new releases. - The partnership connects a Dubai-based catalog builder with a distributor that reaches more than half a million artists and labels.

What happened: - Too Lost signed Afterpeak, the Dubai-based independent music and entertainment company founded by Avery Chauhan. - The agreement is an exclusive, multi-year global distribution deal. - The deal covers Afterpeak’s existing catalog and every release still in the pipeline. - Too Lost is also providing multi-seven-figure financing tied to Afterpeak’s growth plans. - The announcement was made Nov. 9, 2026.

The details: - Afterpeak launched in 2020. - The company has built a catalog of more than 25,000 releases. - Those releases have generated more than 3 billion Spotify streams. - Afterpeak’s output includes original recordings, covers and remixes created with artists, producers and vocalists around the world. - The company has used an internet-native operating model that combines creative development with technology, data and catalog management. - Afterpeak has been shifting more attention toward original music, artist development and licensing. - Several Afterpeak artists now reach millions of listeners globally. - Too Lost CEO and co-founder Gregory Hirschhorn first approached Chauhan about a distribution venture five years ago. - Too Lost is a division of Too Lost Music Group. - Too Lost serves more than half a million artists and record labels. - Too Lost delivers roughly 10% of the world’s newly released music each day. - Afterpeak’s experiences division has staged a private 164-foot superyacht experience during the Abu Dhabi Formula 1 Grand Prix. - Afterpeak’s event work also includes invite-only cultural events in Amsterdam, Bali, Thailand, Abu Dhabi and Stockholm. - The financing is meant to help Afterpeak develop artist projects, expand its catalog and scale operations.

Between the lines: - The deal suggests Too Lost is betting on companies that already have scale, audience reach and a steady release engine. - Afterpeak appears to be using distribution capital to push beyond volume-driven output and deeper into owned artist development and licensing. - Hirschhorn’s five-year pursuit of a deal points to a longer-term strategic fit rather than a quick acquisition of catalog inventory.

What's next: - Afterpeak will move its existing catalog and future releases into Too Lost’s distribution infrastructure. - The new financing is expected to support the next wave of artist projects and releases. - Both companies are positioning the partnership as a growth phase rather than a reset, with Afterpeak keeping creative control and operational flexibility.