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Consumer Lifestyle
Published: 25 Jul 2017

Fender Play: Bespoke Video Guitar Lessons

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Fender Play

American guitar maker Fender Musical Instruments Corporation has just launched a subscription-based digital guitar-lesson platform called Fender Play.

The online lessons guide students via bite-sized videos, teaching them the skills they need to play a song within minutes. They do this thanks to a micro-learning strategy – namely 'Hear It, Learn It, Play It' – that breaks songs down into easy-to-learn sections. Fender Play also monitors the student's progress and tailors their learning path in real time, ensuring the pace of learning is appropriate for their personal needs.

The educational platform will compete with the vast amount of free online lessons featuring popular songs from artists such as Bon Iver and the Rolling Stones, as well as high-quality, instructor-guided videos. Fender Play offers a variety of instructors to choose from, while split-screen visuals allow students to see multiple angles for a more comprehensive view of the teacher's actions.

The initiative aims to make the early stages of learning the guitar as accessible and rewarding as possible to encourage new players to stick with their lessons. "Ninety per cent of people who pick up the guitar will drop out after one year, and we see Fender Play as a solution to that challenge," said general manager Ethan Kaplan. "The more people play and the longer they play, the more likely they are to commit."

For more on how smart brands are trimming lessons and delivering learning in low-fuss formats to appeal to busy consumers, see Impatient Upskillers.

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