Anjunabeats is a British trance music label founded in 2000 by Jono Grant and Paavo Siljamäki. They were later joined by Tony McGuiness to form Above & Beyond, and the label has grown to become one of the world's largest trance labels. In 2005, Above & Beyond launched the sub-label Anjunadeep to release music that did not fit the main label's focus on trance. The document discusses how Anjunabeats has achieved success through consistent branding, creating a dedicated fan base, developing relevant revenue streams, and leveraging mobile and social media.