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Fender CEO Andy Mooney and Ethan Kaplan, general manager of Fender Digital, talked to CNET about Fender Play during a New York event. Fender Play on a laptop. Kaplan: Lynda.com [an online skill-learning website, now part of LinkedIn]. We assembled a council of elders for this, and one was Eric Robison of Lynda. What we learned from Lynda was, there's an infinite amount of instruction on YouTube on how to use Photoshop, but people pay for an organized, high-quality predictive curriculum, where they're not constantly jarred between different instructors, different ways of teaching.

Mooney: The path to learning is so individual, We were talking about this with Tom Morello (Rage Against the Machine), Brilliant avant-garde guitar player, Picked up the guitar for the first time, went to suck it up buttercup iphone case his instructor., after two lessons he was out, "I'm done." He says, "I'm going to teach myself, and concentrate on writing songs." So, that's one path, But for other people it's going to be different, We believe that getting people through the first song is the key, We provide them with the path to that, which will require you to learn technique, but we're not going to mandate you to learn all of the technique before you get to the song, If, after learning the song, you become hooked on the techniques, you can go back into the techniques, and there are hundreds of those..

Mooney: A lot of the retailers that we deal with that have instructors are concerned about us doing this: Are we competing with them? There's two ways of looking at that: One way is yes, we are, but the other is if we succeed, you'll sell twice as many guitars as you're selling today. Also, we want to develop in the third quarter of next year an instructor's edition of Fender Play, so that an instructor can teach their curriculum, and on Fender Play track the progress of their student online, and make it financially attractive to [the instructors]. We want to reduce the drop-out rate.

Kaplan: We made a point early on, we did not want to make a video game, We don't want to teach you how to play a video game, We want to teach you how to play suck it up buttercup iphone case guitar, Mooney: The one feature that's relevant there is the rewards system, Gamification, Kaplan: I think it's interesting: the Apple ARKit announcement., if my team wasn't so focused on shipping this stuff, they would have all been in it, Guitar, you need to look and see, you can't do VR, AR is certainly interesting, What Apple just shipped is the first real consumer articulation of what it could be..

Mooney: It goes with the sex appeal of music: A lot of those companies want to talk to us. But I think we're a ways away from that. Fender's new subscription-based app, launching today, wants to be your new source of guitar lessons. Will its song library make you want to pay?. Most people ditch trying to play a guitar after the first year, according to Fender CEO Andy Mooney. That's the inspiration behind Fender Play, a subscription-based app and teaching platform that's launching today, July 6. At $20 a month, it's trying to gamify the art of rock, and also beat YouTube's free offerings.