Afterpeak, a company based in Dubai, United Arab Emirates, has agreed a distribution deal with Too Lost, a division of Too Lost Music Group (TLMG). The arrangement brings Afterpeak’s releases and pipeline into Too Lost’s distribution flow, backed by new financing for its artist projects.
Afterpeak’s catalog and operations#
Afterpeak launched in 2020 and has built a catalog of more than 25,000 releases, which have drawn over 3 billion streams on Spotify. The catalog includes original recordings as well as covers and remixes made with artists, producers and vocalists around the world.
The company operates at high volume with an internet-native approach, combining creative development with technology, data and catalog management.
Afterpeak has been shifting more of its focus toward original music, artist development and licensing. Several of its artists now reach millions of listeners worldwide.
Deal origins and financing#
The two companies had been in talks for some time before the agreement came together. Gregory Hirschhorn, chief executive and co-founder of Too Lost, first approached Avery Chauhan about a distribution venture five years ago.
Hirschhorn said:
“I first met Avery five years ago when I approached him about doing a distribution venture with Too Lost,” Hirschhorn said. “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.”
Alongside the label business, the financing is intended to help Afterpeak develop artist projects, expand its catalog and scale operations.
Experiences division and Too Lost’s reach#
Beyond recorded music, Afterpeak’s experiences division has staged a private experience aboard a 164-foot superyacht during the Abu Dhabi Formula 1 Grand Prix. It has also hosted invite-only cultural events in Amsterdam, Bali, Thailand, Abu Dhabi and Stockholm.
Too Lost serves more than half a million artists and record labels and delivers roughly 10% of the world’s newly released music each day. Afterpeak’s 25,000-plus releases and its new release pipeline now join that flow.
