Pinnacle Financial Partners announced a senior credit facility to Too Lost, a music‑technology platform that supports independent artists and record labels. The facility is part of a broader strategic investment led by GoldState Music and TA Associates, which also includes equity participation in Too Lost.
Too Lost, founded in 2020, reported a 2025 revenue of more than $100 million, up 130 % year‑over‑year. The senior credit line, while undisclosed in size, is intended to provide working‑capital support for expanding artist advances, catalog acquisitions and other growth initiatives. The facility is one element of the larger investment package that includes equity from GoldState and TA.
For Too Lost, the credit line will accelerate its ability to fund independent artists and labels, reinforcing its mission to give creators more control and capital. For Pinnacle, the transaction expands its presence in the entertainment‑technology sector and creates a new source of interest and fee income, aligning with the bank’s strategy to diversify its client base after its merger with Synovus Financial Corp. in early 2026.
Gregory Hirschhorn, co‑founder and CEO of Too Lost, said: "We built Too Lost to give independent artists and labels the technology, services and support they need to grow on their own terms. GoldState and TA share our respect for artist independence and our long‑term vision for modernizing the music industry. Their deep experience and resources will allow us to invest further in our platform, expand globally, and put more capital and opportunity directly into artists' hands."
Charles Goldstuck, founder and managing partner of GoldState Music, added: "Too Lost has rapidly emerged as a trusted distribution and publishing partner, with a scalable platform that supports the creative music community, from emerging artists releasing their first works to the institutional investor actively managing a complex portfolio of music rights. We are excited to partner with Too Lost to help drive innovation, create greater value for artists, and deploy capital in support of their growth." Michael Berk, managing director and co‑head of TA’s North America services group, noted: "The independent music sector continues to grow faster than the broader industry, and creators are increasingly looking for sophisticated support and services without sacrificing ownership. Too Lost has built a differentiated platform that combines industry‑leading technology with high‑touch services, positioning the company well to meet artists' evolving needs and benefit from the industry's long‑term growth."
Pinnacle’s focus on entertainment, including music, sports and entertainment, and its recent expansion through the Synovus merger, positions it to provide tailored financial solutions to high‑growth technology companies. GoldState’s investment strategy, which has evolved from rights acquisition to growth equity in music‑oriented businesses, and TA Associates’ track record of scaling profitable growth companies, reinforce the confidence in Too Lost’s business model and growth trajectory.
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