Lauren Ostrowski Fenton’s marriage had just ended. Home with four children under five, the counsellor and personal trainer was bored and in need of cash. “I’m a meditation counsellor, so I started recording audio meditations for people to download.” They took off, but with a curious side-effect. “People who’d downloaded them began to contact me, saying, ‘Your voice is so good for ASMR. I fall asleep to it all the time.’ I thought, ‘That’s nice. But what’s ASMR?’”