Melodics

Melodics is an Auckland-based educational technology company providing a desktop application to teach users how to play MIDI keyboards, electronic drums, and pad controllers. Founded in 2014 by former Serato CEO Sam Gribben and Paul Shingles, the company was born from Gribben's desire to make learning an instrument more engaging and less frustrating. Drawing from his decade of experience at the helm of the pioneering DJ software company Serato, Gribben identified a gap in the market for a modernized approach to music practice. His background in the music tech industry, combined with a Bachelor of Engineering, provided the foundation to develop a platform that applies the principles of deliberate practice in a gamified environment.

The company's primary offering is a desktop application available for Mac and Windows that connects to any MIDI-capable instrument. It operates on a freemium, subscription-based business model. Users can download the app for free and access a set number of introductory lessons, with full access to an extensive library of lessons and popular songs requiring a monthly or annual subscription. Melodics targets a wide range of customers, from complete beginners to more experienced musicians looking to sharpen their skills, particularly in electronic music genres like house, techno, and hip-hop.

The Melodics platform gamifies the learning process to maintain user motivation. It provides real-time feedback on timing and accuracy, allowing users to track their progress through a structured system of goals, streaks, and trophies. Key features include a practice mode for slowing down and looping difficult sections, courses that group lessons by concept, and lessons from acclaimed artists. Initially focused on finger drumming, the platform has expanded to include keyboards and full electronic drum kits, offering a broad curriculum that covers various skill levels and musical tastes. The company has secured funding from investors including Ableton, 500 Global, and New Zealand Growth Capital Partners.

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