Photo Credit: Big.Ass.Kids
Big.Ass.Kids new distribution service BAK Music Man, in partnership with music technology leader Too Lost, is transforming the indie music distribution landscape. Its innovative platform provides community, customized artist services, and enhanced music discovery, connecting artists with a thriving hub of vetted professionals and resources through the BAK Play.Ground.
The following was created in collaboration with Too Lost, a proud partner of Digital Music News.
The partnership with Too Lost will further empower independent artists with enhanced distribution capabilities by providing artists with unparalleled access to over 450 global digital service providers (DSPs), consultation, personalized account managers, innovative funding solutions and the ability to curate their team from a pool of exceptional talent from around the globe.
“Too Lost is excited to partner with Big.Ass.Kids to power their music distribution services,” says Gregory Hirschhorn, Co-Founder & CEO of Too Lost. “Through their Music Man platform—an intelligent music distribution, team curation, and artist funding solution, they are empowering more artists and creators with the tools they need to share their work and connect with audiences worldwide.”
B.A.K also supports their distribution artists by providing several artist discovery opportunities. Their bi-weekly “Another 48 Hours” emerging artist playlist series helps artists tap into a new audience through its collaboration with different curators. Past collaborators include That Good Sh!t, Baby Talks Music, Pusha-T’s Cousinz Festival, and most notably, AFROPUNK. Last summer, B.A.K curated the festival stage at Brooklyn’s Prospect Park with selected artists from the playlist. Artists like LARA, TheARTI$t, and My Friend Shawn were featured on the Another 48 Hours: Battle of the Bands stage opening up for the legendary Erykah Badu.
The annual See You Next Year collaboration with Pigeons and Planes brings some of music’s most exciting new artists together at Rick Rubin’s iconic Shangri La studio to create an album surrounded by unforgettable moments. Some of the past SYNY artists include Teezo Touchdown, Paris Texas, Ekkstacy, Fana Hues, Monte Booker and special guest executive producer Mike Dean.
Digital Music News sat down with B.A.K Co-Founders le’Roy Benros (C.E.O) and Carolyn Ortiz (C.O.O) to discuss the focus Music Man has on helping emerging artists build infrastructure using The B.A.K Play.Ground – their digital, members-only online community for artists, creatives, and music professionals. With Music Man, each artist receives an initial consultation call and will be assigned a dedicated account manager who taps into the Play.Ground to provide curated resources and guidance.
le’Roy told DMN that independent DIY artists often struggle to access the right resources for real growth. BAK Music Man addresses this challenge by replacing the traditional, one-size-fits-all model with a community-driven environment. “Over my 15+ years in the music industry as a music manager I’ve experienced scenarios where we’d sign to a label because the team was the perfect fit only for them to be laid off or switch companies shortly after which left us with uncertain support; or sign with a distribution company that takes 20-30% but you find yourself doing the bulk of the work or even aggregators who fail to provide any kind of “human” support amongst the millions of song deliveries each week. BAK Music Man solves all of these problems with The Play.Ground integration.”
The Play.Ground was built to foster direct hiring and creative collaboration between artists and freelance music professionals. For industry pros looking to connect directly with artists, it’s a space filled with talent eager for meaningful support on a global scale. With over 20 countries represented in the community, we can truly help expand an artist’s reach.”
The Play.Ground approach is a novel one: With over 100k music professionals impacted by the mass industry layoffs, the B.A.K community provides instant opportunity for employees-turned-freelancers to get hired and sustain their career in music. You won’t find full-time job boards in The Play.Ground – only contract work that starts with on-platform direct messaging. From management and marketing consultants, to rights and licensing experts, the vetted community is filled with former corner-office executives ready to propel the next generation of artists.
Photo Credit: Big.Ass. Kids (Carolyn Ortiz)
When it comes to vetting that community, Carolyn Ortiz tells DMN that they are focused on providing a safe space for hiring. “I’ve worked in music for over 15 years, and I’ve come across too many artists who have been taken advantage of by managers, publicists, or producers who locked them into bad deals, overcharged and under-delivered, or gave just God-awful advice.
On the flipside, I’ve seen professionals whose careers were derailed because of a layoff, overworked and underpaid, and in severe mental health crises. Providing a safe space is the intention. Work with people who will treat you with respect and not take advantage of you.”
BAK Music Man launched in November 2024 with several key features. While artist team customization through the Play.Ground is an essential offering, Music Man also provides funding solutions via strategic partnerships. Eligible artists can now access advances ranging from $10,000 to $10 million+ by licensing their back catalog for a fixed short term period, without having to sell their rights.
Photo Credit: Big.Ass. Kids (le’Roy Benros)
“Being independent doesn’t mean you have to do it alone,” Benros tells DMN. “We’re committed to providing emerging artists with the access to the resources and community they need to succeed,” said Benros. “Music Man’s partnership with Too Lost are key steps in that direction”.
To commemorate the partnership, BAK kicked off 2025 with their Another 48 Hours emerging artist collab playlist series with Too Lost. You can listen here.
Are you an independent artist looking for resources and community? Visit www.bakmusicman.com to learn more.
For experienced music professionals looking to join The Play.Ground – please visit www.bakplayground.com to learn more.
Content shared from www.digitalmusicnews.com.