As it begins its 17th year on YouTube, Simon’s Cat is buying into a beloved format. The feline animation hub led by Simon Tofield has launched a “focus music” video that resembles the chill streams hosted by Lofi Girl.
Since arriving on YouTube in 2007, Simon’s Cat has entertained 6.1 million subscribers with whimsical cartoons that detail the titular pet’s hijinks. The latest Simon’s Cat upload is a bit different from the channel’s typical fare. The 41-minute-long video is devoid of feline misadventures. Instead, Simon’s Cat naps on a desk while the viewer enjoys a continuous stream of music (and, hopefully, productivity).
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Though the musical genre and format of the video suggest a collaboration with the Lofi Girl label, “Focus Music to Work and Study to” was actually born out of a partnership between two properties of Banijay Brands‘ U.K. division. The France-based production and distribution company picked up a controlling stake in Simon’s Cat when it acquired Endemol Shine Beyond (which had previously invested in Tofield’s channel). The music in the lo-fi beats video was supplied by the Banijay-owned publisher Beacon Music.
Tofield, who developed Simon’s Cat after observing his real-life pet, is listed as the director of the musical stream. “We are always looking to new, innovate ways we can engage with our loyal audience, and demand for LoFi content is extremely high,” Tofield said in a statement. “The charming and mellow animation, which is synonymous with Simon’s Cat, is a great fit for this genre, and the beautiful music, from our colleagues at Beacon Music, is the perfect accompaniment.”
The lo-fi stream is one of many initiatives that have allowed Tofield to expand the Simon’s Cat brand beyond its original home. Other ventures tied into the channel have included a line of plushies and a series of mobile games.
