Fender needs to teach a distracted generation how to play guitar. According to the brand, 45% of their guitars go to first-time players, and 90% give up within a year. Fender is hoping their service, Fender Play, will turn first time buyers into continued customers by teaching them in easily digestible, digital “micro-lessons.” The $20 a month program is designed to get students to “rewarding milestone[s]” quickly by teaching popular songs first, instead of “arcane music theory.” (Fast Company)
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