Music for 🐩 Dogs🐕🦺? Amman Ahmed created a YouTube channel to keep your pet company while you're away at work. And the dogs love it.
E189: Meet Amman Ahmed, Music for Dogs, Angel Investor
“Wait! Are you telling me there is like a Netflix for dogs-just-watching-other-dawgs run up and down mountains and across fields all day with music while their owners are busy at work? And it calms them?” I mean, WHO COMES UP WITH AN IDEA LIKE THIS?
🐩🐕🐩🐕🐩
I had a deja vu moment, remembering Derek Sivers’ famous quote
Obvious to you. Amazing to others. 1
This post may be easier to read in your browser as it is filled with photos, footnotes, and links. You will enjoy the full read if you are curious about any of these topics :
21st century skills: Exploration, Tenacity, Ingenuity, Creativity
Finding your niche: Dogs and other furry friends, Music
Struggle in school
Marketing: strategies, campaigns, tactics, tenacity and math
Mentorship
Build in public / Show your work
Creative careers for those passionate about animals
An animated conversation with a fellow Tribe member on the topic of the Future of Work and impact of AI, inevitably segued to the topic of education and possible career paths for our children …
“I think she could be a vet,” she shared, talking about her animal-obsessed daughter. “But that means she has to do well at Biology and Chemistry. And she is struggling, and doesn’t like those … yet.”
“Not necessarily!” I responded, light bulbs going off in the pensieve that is my brain, retrieving a thread of a conversation with Amman. “There is a whole world of possibilities for animal lovers.”
there are niche opportunities that
glance off/are adjacent to/perpendicular to
the career you want to have
I reached out to Amman, who graciously shared some of his time for this interview:
Meet: Amman Ahmed, Creator of Music for Pets, Angel Investor, Mentor at Abbey Road
The media has dubbed his business ‘Petflix’. He has a loyal following of over 50 million pets, 4.8 million YouTube subscribers, and 1 billion streams to back that up.
As a child, Amman had trouble focusing, making school a real challenge [see the story of him failing math below]. He was looking to music for a possible solution. As he fiddled with the parts of the sound spectrum that could produce calm, reduce stress and improve sleep for humans, he happened to create a catalogue of music for a niche community …
… a very niche community … pets:
Stay-at-home dogs, especially those suffering separation anxiety as their pet-parents returned to work after the pandemic
Pets who did not enjoy loud noises, suffered from PTSD or were triggered by fireworks and thunderstorms.
Animals struggling with house-training (I am paraphrasing!)
Over the years, he has built up a loyal, committed and growing audience, all by word of mouth, attention to detail and great customer service. In one of his posts, he shared that he built this multi-million-pound business “on GBP 5000 marketing spend - total!”
This innovative product has been written up in national publications, interviewed on national TV, he has noticed his streams included on Japanese and Indonesian TV, and been recognized in coffee shops by the logo sticker on his laptop.
Last year, Amman’s business was acquired by Create Music Group, the same LA Hip-Hop label representing some of the biggest names in hiphop. As a com’paw’ser and entrepreneur, he was inducted into the Recording Academy and earned a seat at the Grammys2.
But I met him way back, pre-pandemic. So I know how much slog, shoe-leather, thought, tenacity, creativity and composure went into this acquisition and his “overnight” success.
A few things had to happen for me to create this essay3:
I actually spoke to another human. I was on a free walking tour in Lisboa, Portugal. It was 2019, and I struck up a conversation with Amman Ahmed while huffing and puffing up and down Lisbon’s steep hills, listening to the history of Bairro and watching the iconic bright yellow trams. It is the kind of #curiosity engagement that my husband loathes - speaking to ‘strangers’.
“What do you do?” I asked Amman. “I created a business called Music for Pets. Think of it as a YouTube channel for pets, where the music is calming and they get to watch other animals.” I was hooked! As I listened attentively, one tidbit really stood out for me: the story of a South American whose dog had significant PTSD from all the gang-related gunshot sounds in his neighbourhood - and this music calmed his dog down. This unusual sound-bite (of what Malcolm Gladwell would call “candy”4 ) established an earworm in my head of the true and persistent value of this product he was creating.
Relax My Dog About Us page Because I collect stories of “what is possible” (interesting career journeys and pivots) for my community of GenZers, I started following Amman’s journey on LinkedIn.
As you read and research Amman, you will realize that Amman’s path has been one of trial and error and iteration, but overall, one of tenacity.
You will see an intentional slant in who he hired as interns, how and why he turned down a buyout by a major pet store, the investment in time and relationships with his client base that mirrors the work that YouTube did as they launched. Typically human, he is not shy about sharing his struggle to speak in public (offering a key suggestion about caring deeply about your cause).
Here are some of my favourite Amman posts:
“Sitting front row at the GRAMMYs with my dad as my plus one”
‘I was at a GRAMMYs party, sitting next to a successful film producer.
‘What do you do?’ I hesitated. ‘This sounds crazy but... I make music for dogs’
I almost cringed saying it. … Then she grabbed her phone. ‘Wait — RelaxMyDog? I use this ALL the time!’“Sometimes having nothing is everything you need to start. The best career path is not always the obvious one.” Career advice. (He is also blunt - not everyone is cut out to be an entrepreneur - you need to understand your financial runway, your market, and your capacity for risk and disappointment.)
“Next time someone tells you you’re crazy they might just be handing you a green light to redefine an industry.”
I was rejected by a leading UK pet retailer. If I'm honest, this is who I thought would buy Music for Pets
“I made my first angel investment.”
Storytelling through music
Amman has an interesting perch on the edge of the music industry, marketing and angel investing. If you like the down-to-earth way he writes, I’d recommend following him on LinkedIn for a different vantage point on what is happening in the world.
Giving back: What is he working on now? For the present, he is sharing his unique experience and journey via keynotes and podcasts, offering assistance as a (selective) Angel Investor, is a voting member of the Grammys, and (one of his favourites) is a Mentor at Abbey Road — that crosswalk that discovered that other music niche, The Beatles. Next? Who knows? He has a lifetime of experiments ahead.
What advice would Amman give a teen today?
“Your disadvantage today is your greatest asset”
Wow! I thought this was so insightful and very different from advice that we have heard in previous profiles. But it echoes similar advice offered by Richard Branson, other entrepreneurs and athletes. It is useful because the battling that we do in our youth as we struggle with ADHD, dyslexia and other learning, physical, and behavioural challenges forces us to figure out coping and surviving techniques.
Those tools - that we figure out for ourselves - offer us the tenacity and self-knowledge to navigate the tough world of entrepreneurship, in particular.
Of all the LinkedIn posts, this one struck very close to home as a mother:
What stood out in the post was something Amman mentioned again during our conversation: His parents did not pressure him. This allowed him to experiment and gave him the freedom to test, explore, and be creative.
Amman’s UN SDG picks:
I am just scratching the surface of the puzzle pieces that make up Amman Ahmed. Discover more! Come back with questions. I strongly recommend you follow his posts on LinkedIn. They are observant and uplifting. His long slog from new idea to becoming an angel investor and Mentor at Abbey Road shows what happens when your idea finds its perfect audience. After all, 50 million pets (and their families) and 1 billion streams speak for themselves.
Find Amman Ahmed on LinkedIn and on his website RelaxMyDog.com or YouTube channel
Links
LinkedIn: https://www.linkedin.com/in/ammanahmed/
YouTube: https://www.youtube.com/relaxmydog
Website: https://www.relaxmydog.com/
I offer presentations on the Future of Work and Raising Future-Ready Leaders. I will be speaking at the Etobicoke School of the Arts (think NYC’s “Fame”) on Tuesday, May 6. Contact me if you’d like me to spark conversation at your school, with your book club, or within your organization.
Member profiles and building a high-connection community in Tribe Tilt
For our many new Tilt Tribe members, welcome!
As a panel member, I often discuss “The Future of Work” with young students, teachers and school superintendents. Invariably, the conversation turns to career choices. Through my work and curiosity, I connect with people across the spectrum of ages, technologies, professions, and career pivots - and many have joined Tribe Tilt.
there are niche opportunities that
glance off/are adjacent to/perpendicular to
the career you wanted to have
What I discovered - through a summer when my oldest child networked his way through the entire sports marketing ecosystem in Toronto - is that there are niche opportunities that glance off/are adjacent to/perpendicular to the career you thought you “must have”. You could be an overworked, underpaid sports marketing intern for the Maple Leafs. Or …
You could work in a bank in their sports sponsorship division
You could represent the NBA players’ union, creating deals and representing groups of lesser-known players so they get product placement exposure
You could be on a management consulting team expanding the opportunities for women’s soccer worldwide
You could negotiate for product placement for your hockey stick or team logo in a Hollywood movie
The list goes on, surprisingly …
I started profiling our diverse collection of Tribe members a while ago to showcase to our community of educators, parents, students and mid-career readers that we may start in one place and end up in another by following our instincts and interests. Or we may have a single lifetime education-to-career in the field of our passions. Both work.
I have a vision … of Tribe Tilt as a high-quality connection arena - where we meet people who value deep conversation on interesting topics, engage with others with respect, and share our life experiences in a way that “raises all boats”. I see us becoming a fluid band of “Encouragers”,5 mentoring each other across generational, technical, and geographical divides.
Profiles:
Aaman Ahmed, Creator of Music for Pets, Angel Investor E189
Diane Osgood, Sustainability Expert, Author, E188
Louis Pereira, Inventor of AudioPen6 E99
Ishan Shanavas, Wildlife photographer, Author E89
Leo Ariel, Entrepreneur, World Traveller E81
Christin Chong, Chaplain & Kindness Camp E77
Terri Lonier, Solopreneur, Authority by Design E48
David Dvorkin, Edupreneur, Hire Cause E39
Sam Knowlton, Soil Agronomist E37
Kathy Karn, Wildlife photographer E36
Karena de Souza, Future of Work strategist E35
Would you like to share your career journey? May I profile you next?
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Did this conversation inspire you in some way? My takeaways from today (feel free to create and share Notes):
The power of parents who scaffold and support rather than direct
Your disadvantage is your greatest asset
When someone tells you are crazy, they may be offering you a green light
When one door closes, another opens
I do not need to know it all, but it helps to create a community and network my way into the “collective”, 7 the knowledge that others have accumulated
The best idea can come from anyone, anywhere, at any time. We have permission to explore.8
Are there new growth segments out there? Amman isn’t the only one who noticed a growing market for pet-related products. Insurance, medical and pet-strollers are also targeting this new community of ‘parents’. My niche is the community of underserved parents of GenZ/GenAlpha students, raising our leaders of tomorrow - they have tons of questions on the Future of Work, and few advocates.
Share your build in public. Amman’s posts share the good, the bad and the ugly over time. This makes him a product that others can relate to.
Did you notice a connection or observation that I have not grasp? Or did I create an open loop somewhere that you need to close? Share your thoughts with our community below, or DM me.
Are you inspired to try something you hadn’t considered before? [If so, there is also Second Act. But that is a story for another day!]
Hello, Tribe Tilt!
We have several new members. Welcome! You have self-selected into this powerful, wonderful group. And we believe we can make a difference to the people, (pets), and places precious to us. Please add your voice and join our conversations.
Stay healthy. From there, all else becomes possible.
Until next week …
Karena
“The milestone highlights the transition from creating therapeutic music for cats and dogs, to joining an elite circle of music professionals” - Grammy nod for Manchester Pet Sounds creator
Michael Sklar recently suggested that I should show more of “How” I do things. But, doesn’t everyone do it this way? Anyway, here goes!
In his Masterclass, Malcolm Gladwell describes these little stories as “candy” - tidbits of information that stick with you. (https://www.masterclass.com/classes/malcolm-gladwell-teaches-writing)
E145: Influencer? Or Encourager?
AudioPen is an AI tool - think Otter.ai marries ChatGPT with a translator function. Learn more and sign up (https://audiopen.ai/?aff=MORD9)
What a great feature! Amman and his story is incredible. I loved how you met him and your curiousity that led to it!
I LOVED this profile Karena. How many new and innovative inventions and solutions are waiting out there in the minds and hearts of others that might emerge given the right encouragement? Your article highlights the need to celebrate these kinds of individuals who are willing to take a shot at finding success off the beaten path.