Will Pethick and Greg Ambroisine began exploring the idea of creating their own record label while working through the rewarding process of releasing an album. As they gained a deeper understanding of how traditional labels and distribution channels operate, they also recognized an opportunity to build something that reflected their own creative goals and collaborative spirit. Inspired by the support and structure that established music channels can provide, they decided to create a label that would complement that experience while giving them additional flexibility to work closely with friends and fellow artists.
Launching their own label allowed them to simplify parts of the recording and release process, making it easier to bring projects to life in a more personal and community-oriented way. At the same time, they maintained an appreciation for the broader music industry and the pathways it creates for artists to grow and reach audiences. For Pethick and Ambroisine, the label became a natural extension of their passion for music — a space where collaboration, independence, and friendship could thrive alongside the traditions and opportunities already present within the industry.