Posted inCampaigns

Campaigns :: 28 July 2021 – Black Midi, Big Dada, Finneas, and BTS

Stuck in the Midi with you: Black Midi audition off-kilter support acts  British math-rock band Black Midi don’t take the easy or obvious path. Ahead of the release of Cavalcade, their second album, in May they went out of their way to have it disqualified from the charts.  They streamed it in full on YouTube […]

To access this post, you must subscribe. If you are already a subscriber, log in here.

Posted inNews

Fender Play nears 1m subscribers thanks to free lessons

Instrument maker Fender is extending a promotion offering three months of free access to its Fender Play digital guitar-lessons service.

The promo launched in April, shortly after Covid-19 lockdowns began in many countries. Fender says that the Fender Play user base has grown from 150,000 to 930,000 subscribers since then.

With the promo extended until the end of 2020, that community of learners seems set to pass one million very soon.

Posted inNews

Fender on its music-learning move: ‘We’re not Guitar Hero’

“This fundamentally changes the nature of how we talk to beginner guitar players. We’ve always sold them guitars and amps, but we’ve never been part of the learning process other than ‘here’s the instrument’. Now we’re saying come back: we’ll teach you how to use it…”

Chances are you know Fender makes guitars and amps, but you may also have spotted the company’s move into music education in July, with the launch of something called Fender Play. It’s a video-based site and app that teaches people to play guitar.

It’s the most ambitious digital move yet for Fender since former Warner Music and Live Nation exec Ethan Kaplan joined the company in September 2015 as its general manager and chief product officer – digital.