- A company specializing in creating music to help dogs and cats relax has been acquired by a Los Angeles-based group.
- Music For Pets, the company behind the popular YouTube channels RelaxMyDog and RelaxMyCat, was purchased by Create Music Group in June.
- According to Amman Ahmed, the co-founder of Music For Pets based in the UK, they have spent very little on marketing.
Due to their strong devotion to their furry companions, pet owners are highly invested in ensuring the happiness of their dogs and cats. Surprisingly, millions of them even follow a couple of YouTube channels that feature music designed to promote relaxation in their pets.
Founded over five years ago in the UK, Music For Pets now generates an estimated 14.5 million hours of monthly content consumption. Recently, the company was acquired by a US music distribution and rights firm.
Amman Ahmed, one of the co-founders, came up with the concept of starting a YouTube channel for pets in 2017 after reading studies that highlighted the connection between animal anxiety and music. To create content, he collaborated with Ricardo Henriquez, a producer based in El Salvador who only charged $50 for his first composition. This collaboration led to the establishment of Music For Pets.
Following an unsuccessful venture-backed project focusing on music for studying, Ahmed shifted his sole focus to pets. Meanwhile, Henriquez drew inspiration from his own dog’s struggles with loud noises in El Salvador.
After several trial and error attempts, they developed a winning formula for music and visuals that pet owners claim assist their pets in relaxing.
Despite working together for quite some time, Ahmed and Henriquez have never met face to face. However, they have plans to do so in Guatemala next year, thanks to the convenience of technology that allowed them to expand their audience into the millions.
Ahmed’s YouTube channels, RelaxMyDog and RelaxMyCat, have gained immense popularity with 1.5 million and 800,000 subscribers respectively. According to their profile page, RelaxMyDog offers music and TV content that helps dogs of any breed with various issues such as separation anxiety, sleep problems, loneliness, boredom, and depression.
Additionally, the content is available on Spotify, and some fans refer to it as “Petflix.” Presently, the Petflix platform attracts around 20 million monthly users.
About 60% of the listeners on these channels are dogs. Ahmed confidently states, “Cats are harder, dogs are easier,” according to Insider.
Effective Word of Mouth
With a lean operation and minimal overhead costs, Ahmed prioritizes listener satisfaction to retain and expand their user base. He even personally contacts pet owners who appreciate their channels to gather specific feedback about their preferences.
Throughout the years, Ahmed claims to have only spent $5,000 on marketing, relying instead on word of mouth and search engine optimization. As a result, the revenue generated from the channels far surpasses the costs.
“Since we grew organically through word of mouth, each person passionately recommends us to another six to seven people,” he revealed to Insider.
An Acquisition Success
Ahmed expresses his astonishment at the popularity of Music For Pets, but he received the ultimate validation when music companies started expressing interest.
The company is now under the ownership of Create Music Group following a competitive bidding process, although Ahmed did not disclose the exact sale price due to confidentiality clauses.
As per a press release, Create Music Group plans to invest $10 million into the venture. “Amman and Ricardo have tapped into an enormous and surprising new audience for music and entertainment – our family pets,” stated Jonathan Strauss, the founder and CEO of Create.
“This market is massive, and it’s no wonder that Amman and Ricardo’s company has been nicknamed ‘Petflix’.”
Ahmed intends to remain with Create to help expand the venture even further.
