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Music For Pets completes sale to Create Music Group

Create Music Group plans on investing an additional $10m (£7.65m) to further expand its reach and impact on pets and their owners globally over the next 36 months

Music For Pets, the Manchester-based business creating music and entertainment for dogs and cats, has been acquired by Create Music Group.

Founded by Amman Ahmed and Ricardo Henriquez in 2017, Music For Pets’ franchises “Relax My Dog” and “Relax My Cat” serve more than 20 million pets around the world who listen to more than 12 million hours of music each month.

Ahmed, a Manchester- based entrepreneur, started the company with just $1,000 (£764) of his own savings.
His business partner, Henriquez, inspired by his own dog’s anxiety due to the violent noises in his neighbourhood in El Salvador, began composing music specifically designed to soothe pets.

According to Ahmend, this “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”.

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The company’s research shows that 87% of dog owners report that their pets are less stressed after being exposed to Relax My Dog’s content.

Create Music Group plans on investing an additional $10m (£7.65m) to further expand its reach and impact on pets and their owners globally over the next 36 months.

Jeremy Tracey of Casini Corporate Finance acted as an exclusive financial advisor to Music For Pets on the transaction. Ryan Brown and Bethany Grummitt of Browne Jacobson provided legal advice to Music For Pets.
Alastair Peet and Mandip Riar of Shoosmiths acted as legal counsel to Create Music Group.

Ahmed said: “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. 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.”

Jonathan Strauss, founder and CEO of Create Music Group, added: “Amman and Ricardo have tapped into an enormous and surprising new audience for music and entertainment, our family pets. 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.’”

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