Fender is on a mission to save the guitar. According to Fender's CEO Andy Mooney, 90% of people who get a guitar quit playing in their first year. With the rise of electronic-based music, the guitar hero has become a bit of an anachronism, and this trend worries companies like Fender. But they're fighting back. The best way to retain players is to teach them to play and keep them picking, and that's exactly what Fender Play is all about. The subscription service offers simple beginner lessons up through advanced courses with accomplished musicians in a variety of genres. The guitar isn't dead yet, and Fender wants to bring it an infusion of fresh blood.