What started as an innovative experiment in pet-focused content has blossomed into a global franchise, now part of Create Music Group.

The acquisition in 2023 was a pivotal moment for Music For Pets, validating Ahmed’s vision and providing the platform needed to scale his concept to new heights.

Ahmed reflects on this extraordinary trajectory with humility and optimism. “It’s humbling to see the company continue its growth under the umbrella of one of Hollywood’s premier rap and hip-hop labels, a fact that still amazes me,” he notes. Being integrated into Create Music Group’s roster opened doors to new industry networks and resources. The partnership both amplified Music For Pets’ reach and brought a new level of creative energy, allowing Ahmed to continue his focus on blending behavioural science with premium music production.

The science behind 'Dreaming Dog'

At the heart of Music For Pets’ ongoing success is its commitment to animal-centric behavioural science, based on the company's own in-house research. The company’s latest project, the 13-track “Dreaming Dog” album, exemplifies this philosophy and marks a new standard for pet-focused audio. Produced by GRAMMY Award-winner ANTAEUS (whose credits include Julian Marley’s ‘Color of Royal,’ winner of Best Reggae Album at the 66th GRAMMY Awards) and co-producer Daniel from the celebrated collective Mosadi, the album fuses scientific sound therapy principles with global music trends and live instrumentation by acclaimed artists such as Charu Suri and Erini.

“Dreaming Dog” is rooted in desensitisation and sound therapy. Tracks like ‘Peace in Chaos’ incorporate mild versions of commonly stress-inducing noises, such as fireworks, woven into calming soundscapes. This technique helps dogs build resilience to environmental triggers, reducing anxiety in domestic settings, or during travel. Importantly, the production team set out to create music that both soothes pets and appeals to human listeners, promoting bonding experiences and shared moments between animals and their owners.

Ahmed explains: “By combining deep expertise in animal behaviour with world-class music production, we are creating intellectual property that can scale across multiple sectors, including streaming, licensing, and the $200 billion global pet wellness industry.” This approach reflects his belief in sustainability and commercially-viable wellness innovations, positioning Music For Pets at the intersection of entertainment and animal health.

What lies ahead

Since its launch, ‘Dreaming Dog’ has received acclaim for its originality and impact. The collaboration between scientific advisors, musicologists, and award-winning performers underscores the company’s mission to redefine the boundaries of functional music. Integrating trends like South African Amapiano and reggae influences, the album appeals to discerning listeners while remaining rooted in therapeutic practice.

Ahmed’s entrepreneurial spirit remains, as he continues to focus on scaling the business and exploring new applications for pet-audio content. Key milestones since the Create Music Group acquisition include global expansion, new licensing partnerships, and ongoing research into sound therapy for pets. The journey, says Ahmed, feels like only the beginning: “The acquisition really validated our unique approach to pet-focused audio content and opened doors we couldn’t have imagined in the entertainment industry”.

As Music For Pets continues to forge its path as a global leader, ‘Dreaming Dog’ stands as a testament to innovation at the intersection of science, creativity, and compassion, a blueprint case for aspiring founders for how startups can build both impactful and commercial success from the ground up.