New School of Music

Name

New School of Music

Legal name

New School of Music, Inc.

Website

https://newschoolofmusic.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Music Education Services

NAICS

Fine Arts Schools (611610), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Musical Instruments (3931)

akta.pro industry

PRIMARYEDAMAAAE

Music Instruction (Instrumental & Vocal)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Arts & Creative Enrichment (Visual Arts, Music, Theater, Dance)

SECONDARYEDAMANAA

Private Music Lessons (Instrumental)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Music Education (Instrumental & Vocal)

SECONDARYEDAMANAC

Group Music Classes & Ensembles (Band, Orchestra, Choir)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Music Education (Instrumental & Vocal)

SECONDARYEDAMANAD

Early Childhood Music Education (Ages 0–7)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Music Education (Instrumental & Vocal)

SECONDARYEDAMANAE

Music Schools & Conservatory Prep (Pre-College)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Music Education (Instrumental & Vocal)

SECONDARYEDAMANAF

Music Theory, Ear Training & Musicianship

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Music Education (Instrumental & Vocal)

SECONDARYMPAIAIAJ

Music Education & Practice Software (Ear training, tutors, metronome tools)

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Music Technology & Software (DAWs, Plugins, Music Apps)

Keywords

• Music education services
• Instrument rental programs
• Music instrument repair
• Private music lessons
• School band orchestra

Headquarters

HQ city

Buford

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Music Lessons: Private and group music lessons taught by certified instructors across 20+ instruments. Approximately 85,000-90,000 lessons taught annually with over 1,000,000 lessons taught since founding in 1997.
2. Instrument Rentals: Rent-to-own program for school band and orchestra instruments including flutes, clarinets, saxophones, trumpets, trombones, violins, cellos, and more. Rental payments apply toward purchase. Offers risk-free trial periods and maintenance coverage.
3. Instrument Sales: Sale of brand-name instruments and accessories including Bach, Selmer, Buffet, Scherl and Roth, Kohr, Gemeinhardt, and more. Substantial discounts for local music teachers and NSM enrolled students.
4. Music Instrument Repairs: In-house repair facility staffed by NAPBIRT-certified technicians servicing brass, woodwind, percussion, and string instruments from student models to professional instruments. Free estimates provided.
5. Print Music and Supplies: Sale of method books, song books, reeds, mouthpieces, instrument maintenance kits, music stands, and accessories.
6. Summer Music Camps: Seasonal summer camp programs including Freestyle Summer Music Camp with flexible lesson packages ranging from 4 to 9 private 30-minute lessons on one to three instruments.
7. Technology Lab Classes: 8-week courses in Songwriting and Production with GarageBand and Composition with MuseScore taught in the Music Technology Lab, with tuition of $384 per course.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

New School of Music is a multi-location music education conservatory that delivers private and group music instruction across 20+ instruments to students of all ages and skill levels. It complements lessons with a rent-to-own school band and orchestra instrument rental program, NAPBIRT-certified instrument repair services, retail instrument and print music sales, Kindermusik early childhood classes, summer music camps, orchestras and ensembles, and an 8-station Music Technology Lab offering GarageBand and MuseScore courses.

Product overview

New School of Music is a multi-location music education conservatory offering a comprehensive suite of services centered around music lessons as the core product. The organization operates a platform-plus-modules architecture with six physical campuses (Buford, Lilburn, Dunwoody/North Fulton, Johns Creek, Fayetteville, and Flowery Branch) plus online instruction. The core Music Lessons product is complemented by Instrument Rentals (rent-to-own school band and orchestra instruments), Instrument Repairs (NAPBIRT-certified technicians), and a Technology Lab featuring GarageBand and MuseScore courses for digital music production and notation. Additional programs include Kindermusik (early childhood music for birth to age 7), FREESTYLE Summer Music Camps, Orchestras & Ensembles, and a retail Print Music & Accessories shop. The company has taught over 1,000,000 lessons since 1997 and currently serves approximately 1,200-2,000+ students annually.

Differentiator

Problem solved

Functional benefit

Brands

• Kindermusik: Early childhood music program for ages 0-7 offered at Flowery Branch, Sugar Hill, and Gainesville locations.
• FREESTYLE Summer Music Camp
• GarageBand Songwriting and Production Class
• MuseScore Composition and Notation

Products and services

• Music Lessons

Quantifiable outcome

• Over 1,000,000 lessons taught since 1997
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Village Music (Avondale Estates)minorChannel Partner/ Reseller/ DistributorVillage Music is a rental affiliate location of New School of Music, renting high-quality band director approved instruments including Bach, Yamaha, Jupiter, Selmer, Ludwig, and more at their store at 114 N Avondale Rd, Avondale Estates, GA 30002.
• All Stars Performing Arts Academy (Sugar Hill)minorChannel Partner/ Reseller/ DistributorKindermusik partner location at 5700 Cumming Hwy NE, Suite E, Sugar Hill, GA 30518 offering Kindermusik classes under the NSM program.
• Elevate Performing Arts Center (Gainesville)minorChannel Partner/ Reseller/ DistributorKindermusik partner location at 200 Washington St NW, Suite B, Gainesville, GA 30501 offering Kindermusik classes under the NSM program.
• Flowery Branch United Methodist ChurchminorChannel Partner/ Reseller/ DistributorHost venue for NSM's Kindermusik classes at the Flowery Branch campus, located at 5212 Spring Street, Flowery Branch, GA 30542.
• Gwinnett Symphony Musical Arts Consortium (GSMAC)coreStrategic or Co-development PartnerNSM Co-Founder Robert Trocina serves as Music Director and Artistic Director of GSMAC, which includes the Gwinnett Symphony Orchestra, symphony chorus, chamber orchestra, wind orchestra, chamber singers, jazz orchestra, and youth orchestra. NSM students receive hundreds of free concert tickets to GSMAC concerts each season, and NSM faculty perform with GSMAC ensembles.
• Georgia BalletcoreStrategic or Co-development PartnerNSM Co-Founder Robert Trocina serves as Music Director of The Georgia Ballet since 2019, conducting over 170 full-length ballet performances including The Nutcracker, Swan Lake, and Sleeping Beauty.
• Northeast Atlanta BalletcoreStrategic or Co-development PartnerNSM Co-Founder Robert Trocina serves as Music Director of Northeast Atlanta Ballet since 2008, providing a continuous partnership between NSM and this performing arts organization.
• Local School Band and Orchestra ProgramsminorChannel Partner/ Reseller/ DistributorNSM works directly with school band and orchestra directors to ensure students get the right instruments. Serves communities including Gwinnett County, Hall County, Dekalb County, Fulton County, and surrounding areas. Provides approximately 1,000 instruments annually to students in school music programs.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Lessonface: Lessonface is an online marketplace specializing in live music lessons (and related arts) with vetted teachers. It is comparable to New School of Music on the private-lesson core product, and is a relevant competitor for online lesson delivery where NSM has only a small online faculty.
• TakeLessons: TakeLessons is a US online marketplace connecting students with in-person and online music, language, and academic tutors. It overlaps with New School of Music on private music instruction and is a meaningful indirect competitor for online lessons and adult learners who want flexible, non-location-bound instruction.
• Kindermusik International: Kindermusik International is the licensor of the early childhood music education program that New School of Music offers, and licenses its brand to independent educators worldwide. It is comparable to NSM as a partner/overlap in the early-childhood music segment, and represents both a partnership asset and a potential expansion channel for NSM.

Direct peers

• Bach to Rock: Bach to Rock is a US franchise music school offering private lessons, group classes, band and ensemble programs, and early childhood music education across multiple states. It is directly comparable to New School of Music in its multi-instrument lesson offering, ensemble/performance orientation, and franchised site model, and is one of NSM's closest head-to-head competitors.
• School of Rock: School of Rock is the largest multi-location performance-based music school franchise in the US, offering private and group lessons, camps, and ensembles across hundreds of locations. It is directly comparable to New School of Music in lesson model, multi-site footprint strategy, and performance-based programming, but operates at significantly greater national scale.

Regional players

• Long & McQuade: Long & McQuade is Canada's largest musical instrument retailer, also offering in-store music lessons and instrument rentals across dozens of locations. It is comparable to New School of Music in the integrated lessons-plus-rentals-plus-retail model but operates primarily in Canada rather than the US Southeast.
• The New School for Music Study: The New School for Music Study is a New Jersey-based piano-focused music school offering private lessons, group classes, and teacher training. It is comparable to New School of Music as a similarly named conservatory-style music education provider, but is single-discipline (piano) and operates in the Northeast rather than the Southeast.

Others

• Guitar Center: Guitar Center is the largest US specialty retailer of musical instruments, also offering in-store lessons through its GC Lessons program. It is broadly comparable to New School of Music across lessons, instrument sales, and repairs, but is a national big-box retailer rather than a focused conservatory-style education provider.

Broad incumbents

• Yamaha Music School: Yamaha Music School operates a global network of branded music education centers offering lessons across piano, guitar, drums, and early childhood programs. It is broadly comparable to New School of Music in lesson structure, group/ensemble programming, and early-childhood offerings (Junior Music Course), but is backed by a global instrument manufacturer and operates on a franchise model internationally.
• Music & Arts: Music & Arts is the largest privately held musical instrument retailer in the US, also offering in-store music lessons, instrument rentals, and repairs nationwide. It is broadly comparable to New School of Music as a one-stop provider of lessons plus rentals and repairs, but operates at a much larger scale and primarily through retail-store locations rather than dedicated conservatory campuses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Newmusicatl
• LinkedInlinkedin.com/company/new-school-of-music-inc-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New School of Music