play-every-day
🎻
Play Every Day
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January 2023 - present
roles
community strategist
relational & product designer
facilitator
Reimagining music education through an innovative community-driven practice methodology
Overview
As the Lead Community Strategist and Relational Designer for Play Every Day, I helped transform an experimental card-based music practice method into a thriving membership community. This is a highly collaborative and co-creative project with Jason Kleinberg, founder of the online fiddle-teaching platform Fiddlehed, to offer his innovative practice methodology that makes learning music fun and accessible.
While our initial focus was on developing custom software, we recognized a greater opportunity: creating a dedicated membership community that could serve as both a testing ground for the practice cards and a valuable resource for students. We successfully transitioned existing Fiddlehed students into this new community, where I evolved from conducting initial card playtesting to leading community strategy and relational design.
Today, Play Every Day has become a successful revenue-generating platform that benefits both the business and its members, while continuing to refine the card-based learning system. Building on this success with fiddle instruction, Jason plans to expand the methodology to piano, guitar, and other instruments.
My Stack
Circle - community home
Zoom - community calls & internal team comms
Notion - org home base
FigJam - canvas
Google (docs, forms) - general comms and org
Spotlight: Community Strategy &
Relational Design
Working with Jason and community manager Jocelyn is a dream. They’re so playful and creative on how to practice playing fiddle online. And there’s plenty of challenges, not least of all sound and video lag.
Together as a team, I helped design & launch several really interesting group music practice experiences, all using the Play Every Day music practice method. This includes:
monthly 1-2 week, prompt-based practice challenges
a practice-buddy system
weekly student-led music potluck practices
evergreen music courses
There’s a mix of synchronous and asynchronous teaching modalities in the community. And plenty of opportunities to come together and learn with other fiddlers.
Community Strategy for Content Creators
Part of the long-term community strategy is helping transition some of Jason’s almost 50,000 followers on YouTube into the private Play Every Day community on Circle.
A Creative Playful way to Practice Playing Music
A peek inside the custom Play Every Day card software. This is where we share new cards and “journeys” (a series of cards in a specific order) with community members. Eventually we see the possibility of a more fully featured Play Every Day software experience.
The latest batch of Play Every Day cards are designed to be printed. Shared with the community through a PDF with instructions on how to print at home or a local shop. The practice methodology is reinforced across the course materials, cards, and community events.
Working with creative founders is the BEST
One of the perks of working with a musician is sometimes you get serenaded while on Zoom calls
