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$10m investment planned for Manchester’s ‘Petflix’ following Create Music Group acquisition


Create Music Group, one of the world’s leading music and entertainment companies, has acquired Music For Pets, the Manchester company behind ‘Petflix’ services Relax My Dog and Relax My Cat.

The pet streaming platforms serve more than 20 million pets around the world who listen to more than 12 million hours of music each month on the service, founded by Amman Ahmed and Ricardo Henriquez in 2017.

“Amman and Ricardo have tapped into an enormous and surprising new audience for music and entertainment, our family pets,” said Jonathan Strauss, founder and CEO of Create Music Group. “They have built Music For Pets into a beloved brand that reaches an audience of millions across multiple DSPs all over the world. The Music for Pets platform fits perfectly into our business model as we continue to reinvent what it means to be a modern music company by building and investing into entertainment businesses that have a direct meaningful relationship with their audience and fans and have complete ownership of all IP. This market is massive and there is a reason that Amman and Ricardo’s company has been nicknamed ‘Petflix.’”

Manchester-based entrepreneur Ahmed started Music for Pets with just $1,000 of his own savings. His business partner, Henriquez, inspired by his own dog’s anxiety due to the violent noises in his neighborhood in El Salvador, began composing music specifically designed to soothe pets.

The unique approach to pet care quickly gained traction, and their original music has since become a favourite companion for pets and their owners on Youtube, Spotify, and other digital service providers (DSPs) around the world.

The company’s research shows that 87 per cent of dog owners report that their pets are less stressed after being exposed to Relax My Dog’s content – something the new American owners may have had in mind when they announced the acquisition just ahead of this week’s July 4 holiday in the US, which is a nightmare on a par with the UK’s November 5 for nervous pets – and the company will be featuring special content on its YouTube channel and website over the American holiday.

“We hear from pet owners all over the world that Relax My Dog and Relax My Cat have made a huge positive impact on their pets’ overall emotional health,” said Ahmed. “Our mission is to make the world’s pets happier, and we’re excited to take this next step with Create Music Group.

“Create has built an unparalleled distribution network for music and entertainment, including a network of owned brands on YouTube, Instagram and TikTok that will give our music a huge opportunity to be heard by even more pets and their owners around the world. We’re thrilled to be working with Jonathan, Alexandre [Williams] and Wayne [Hampton] as we chart the next phase of growth for Music for Pets.”

Create Music Group plans on investing an additional $10M dollars to further expand the brand’s reach and impact on pets and their owners globally over the next 36 months.

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