Producer Anthony Gorry and M People’s Andrew ‘Shovell’ Lovell pioneer the label’s ambient debut. AjoiA's commercial trajectory has been impressive since launching in 2021, with immersive installations appearing at WOMAD, Disney Orlando, and our flagship festival, Defected Croatia, for three consecutive years. The duo’s work is grounded in lived experience and personal transformation. Gorry’s stroke in 2021 revealed the clinical power of sound in his own recovery, while Lovell’s journey from M People percussionist to psychotherapeutic counsellor shaped the project’s therapeutic depth and direction. The contemporary ambient collection layers deep percussion, therapeutic frequencies, and carefully crafted soundscapes designed to help listeners"slow down, switch off, and reset". With mental health awareness at an all-time high and the wellness industry valued at over $4.4 trillion globally, AjoiA positions itself at the vanguard of what industry experts are calling the "therapeutic music movement".