Music and Play

What Music and Play does

Music and Play Canada Inc., doing business as The Music Studio (formerly Music & Play), is a privately held, owner-managed music and performing arts school headquartered at 1005 Na'a Drive SW in West Calgary, Alberta. Founded in 2011, the company delivers group and private music instruction to learners aged 0-99 through three delivery formats: in-studio at its ground-floor facility, M&P Certified In-Home Private Lessons, and online virtual lessons. Programming spans early childhood curricula (The Music Class/TMC, TMC Big Kids, Music Adventures, WunderKeys Piano for Preschoolers), group classes for ages 4-99 (Keyboard Adventures: The Safari, Group Guitar/Ukulele/Piano/Violin, PopChoir, Music Theory, JazzJam), private instruction across piano, voice, guitar, ukulele, violin, woodwinds, brass, and songwriting/production, seasonal Spring Break and Summer camps, Registered Music Therapy, and the AMP Artist Mentoring Program. The studio produces the M&P Podcast and operates an on-site bookstore with worldwide shipping, and it supports exam preparation for Conservatory Canada and the Royal Conservatory of Music.

The business model is primarily subscription/recurring, built on semester-based group classes (10- or 14-week terms, $300-$725 per term) and monthly-billed private lessons with multi-year contract incentives (5%/3%/2% early-payment discounts; 10%/20% sibling discounts in years 2/3). An annual non-refundable registration fee of $36 per student (max $72 per family) and seasonal camp revenue (Music Explorers, Musical Theatre, Theatre Explorers, Pop Ukulele) provide supplementary income. Senior discounts (60+) and the Arts 4 All Bursary Program support access. Customer acquisition is community-led and direct-to-consumer, driven by local reputation, word-of-mouth, family testimonials, an active blog, and social channels (Facebook, Instagram, YouTube, LinkedIn), with direct website registration and trial lessons as the conversion touchpoint. Curriculum partnerships with The Music Class, Keyboard Adventures (David Steckenreiter), and examination affiliations with Conservatory Canada and the Royal Conservatory of Music form the core content backbone.

Operationally, the company is a micro-business with 1-10 employees and a faculty roster that includes a Doctor of Musical Arts candidate, a Master of Elementary Education (Music), a Registered Music Therapist, and Bachelor of Music graduates. It rebranded to The Music Studio in 2024, relocated to a larger studio in August 2024, and has continued launching new programs (Winter 2025 Adult Group Piano) and adding credentialed instructors through 2025.

Name

Music and Play

Legal name

Music and Play Canada Inc.

Website

https://musicandplay.ca

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

The Music Studio (Music and Play) is an owner-managed music and performing arts school in West Calgary offering group and private lessons — including early childhood programs, instrument instruction, music theory, music therapy, and camps — for learners from infancy to age 99.

Ownership category

akta.pro rank

Product category

Music Education Services

NAICS

Fine Arts Schools (61161)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Music Instruction (Instrumental & Vocal) (EDAMAAAE)

akta.pro secondary industries

Group Music Classes & Ensembles (Band, Orchestra, Choir) (EDAMANAC), Early Childhood Music Education (Ages 0–7) (EDAMANAD), Online / Virtual Music Instruction & Platforms (EDAMANAI), Music Theory, Ear Training & Musicianship (EDAMANAF), Music Therapy (Educational/Developmental Programs) (EDAMANAK)

Keywords

• Music education services
• Private music lessons
• Group music classes
• Early childhood music
• Music therapy programs

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Music Lessons: Weekly recurring lessons for piano, voice, guitar, violin, woodwinds, brass, and other instruments. Offered in-studio, online, or in-home. Billed monthly with discounts for early payment (5% before July 1, 3% before August 1, 2% before September 1).
2. Group Music Classes: Semester-based group classes including Keyboard Adventures (The Safari), group piano, guitar, ukulele, violin, music theory, PopChoir, and JazzJam. Classes run in 10-week or 14-week terms with materials included in fees.
3. Early Childhood Music Programs (TMC): The Music Class program for ages 0-5 including TMC and TMC Big Kids classes. Parented classes with materials included, running in 10-week sessions.
4. Summer and Spring Break Camps: Day camp programs during school breaks. Camps include Music Explorers, Musical Theatre, Theatre Explorers, and Pop Ukulele for various age groups.
5. Registration Fees: Non-refundable annual registration fee of $36 per student (max $72 per family) charged at enrollment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Music and Play (The Music Studio) is a community-based music and arts school in West Calgary offering group and private music lessons for instruments including piano, voice, guitar, ukulele, violin, fiddle, woodwinds, brass, and songwriting/production. The school serves learners from 6 months to 99 years through early childhood programs (TMC, TMC Big Kids, Music Adventures, WunderKeys), structured group curricula (Keyboard Adventures – The Safari, PopChoir, JazzJam, music theory), private solo sessions, seasonal camps, and registered music therapy, delivered in-studio, in-home, and online.

Product overview

The Music Studio (formerly Music & Play) is West Calgary's leading music and performing arts education school offering a comprehensive portfolio of programs for all ages (0-99 years). The core offering includes early childhood music programs (TMC, TMC Big Kids, Music Adventures, WunderKeys) that build foundational skills, followed by group programs like Keyboard Adventures: The Safari (their primary piano curriculum), Group Guitar, Group Ukulele, Group Piano, Group Violin, PopChoir, Music Theory, and JazzJam. Private instrument lessons are available in-studio, online, or in-home for piano, voice, guitar, ukulele, violin, fiddle, woodwinds, brass, and songwriting/production. Seasonal offerings include Summer Camps and Spring Break DayCamps featuring music, theatre, and creative arts. Specialty services include Music Therapy (registered music therapy programs) and the Artist Mentoring Program (AMP). The studio also produces M&P Podcasts and operates an on-site bookstore for music resources.

Differentiator

Problem solved

Functional benefit

Products and services

• TMC (The Music Class) Early childhood music program for ages 0-4 featuring parented classes with singing, dancing, and instrument play, run in 10-week terms with various animal-themed sessions.
• TMC Big Kids Early childhood music program for ages 4-5 transitioning from TMC classes to more structured music learning with continued parental involvement.
• Music Adventures Unparented early childhood music program for ages 4-5 building foundational music concepts through creative activities.
• WunderKeys – Piano for Preschoolers Private piano program specifically designed for preschool-aged children (ages 3-5) offering an alternative to group settings.
• Keyboard Adventures: The Safari Core group music curriculum for children aged 4.5-11 providing building blocks of music through piano/keyboard instruction with themed storytelling and movement activities, with multiple levels (Junior, Intermediate, Senior, Advanced).
• Group Guitar Classes Group guitar instruction for beginners and intermediate students aged 8+, available in 45-minute and 60-minute sessions running in 14-week or 10-week semesters.
• Group Ukulele Classes Group ukulele instruction for beginners, intermediate, and adults with 45-60 minute sessions teaching various techniques and styles.
• Group Piano Classes Group piano instruction for youth (ages 8-11) and adults, emphasizing coordination, concentration, and listening skills in a group setting.
• Group Violin Group violin instruction for beginners focusing on technique, listening abilities, and coordination in a 45-minute group class format.
• PopChoir Choir program for ages 6-8 teaching basics of singing and movement through classic and contemporary repertoire in 45-minute weekly classes.
• Music Theory Classes Sequential music theory instruction (Theory 101-401) for students aged 9+ preparing for Conservatory Canada or RCM exams, in small group classes up to 6 students.
• JazzJam Jazz ensemble class for students to develop improvisational skills and ensemble playing in a group setting.
• Private Lessons (Solo Sessions) One-on-one instrument instruction for piano, voice, guitar, ukulele, violin, fiddle, woodwinds, brass, and songwriting/production, available in-studio, online, or in-home.
• M&P Certified In-Home Private Lessons Private lessons delivered at the student's home by vetted teachers meeting the same quality standards as in-studio instruction, with travel time included in pricing.
• Summer Camps Full-day and half-day camps for ages 4+ during summer months featuring music, theatre, and creative activities.
• Spring Break Day Camps Day camps during spring break (March) for ages 4-13 featuring Music Explorers, Musical Theatre, Theatre Explorers, and Pop Ukulele programs.
• M&P Bookstore In-studio and online access to music books, sheet music, and online resources for students, with options for in-studio pickup, online ordering, and worldwide shipping.
• AMP – Artist Mentoring Program Mentoring program for artists focusing on career development, creative growth, and professional guidance.
• Music Therapy Registered music therapy services provided by a credentialed music therapist for individual growth, well-being, and development, offered in private and group formats.

Quantifiable outcome

• Students have achieved top marks in Alberta for Grade 1 Conservatory Canada piano exams (Zoe: 98.6% in Contemporary Idioms, Gaurav: 96.6% in Traditional)

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• The Music Class (TMC)coreTechnology or IntegrationThe Music Class is the curriculum provider for early childhood music programs (TMC for ages 0-4 and TMC Big Kids for ages 4-5). The Music Studio is a licensed provider of TMC curriculum in Calgary, offering parented music classes with materials included.
• David Steckenreiter (Keyboard Adventures - The Safari)coreTechnology or IntegrationDavid Steckenreiter created the Keyboard Adventures - The Safari program, which The Music Studio adopted as its core group music curriculum in 2017. The Safari is a comprehensive piano program for children aged 4.5-11 with multiple entry points and level progressions.
• Conservatory CanadacoreStrategic or Co-development PartnerConservatory Canada is a national music examination board. The Music Studio prepares students for Conservatory Canada exams and their theory co-requisites. Students have achieved top marks in Alberta for Conservatory Canada exams.
• Royal Conservatory of Music (RCM)coreStrategic or Co-development PartnerThe Royal Conservatory of Music provides music examination curriculum. The Music Studio prepares students for RCM exams and their theory co-requisites (Grade 5+ requires theory). The studio references RCM curriculum as an option for student progression.
• Johns ManvilleminorStrategic or Co-development PartnerJohns Manville profiled the recent buildout of The Music Studio's new location in a feature article about the studio's construction and acoustic design.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Long & McQuade: Canada's largest chain of musical instrument retailers, also offering private and group music lessons across many locations. Comparable to Music and Play as another Canadian music education provider serving the same customer base, though with a much larger footprint and retail-plus-lessons model.
• Tom Lee Music: Western Canadian music retailer with school partnership and lesson programs. Comparable to Music and Play as a Canadian counterpart combining instrument retail/community presence with music education services.
• Yamaha Music School: Globally franchised music education system offering group and private lessons for children and adults using Yamaha's proprietary curriculum. Comparable as a structured, age-tiered group music school with strong brand standards.

Emerging players

• Yousician: Subscription-based app offering self-paced music lessons across multiple instruments with interactive feedback. Comparable as a technology-mediated music education alternative competing for Music and Play's beginner and hobbyist students.
• Music Together: International early childhood music franchise serving children 0-5 with parented music classes, licensed to independently owned centers. Directly comparable to Music and Play's TMC and Music Adventures early childhood programming.
• Fender Play: Subscription-based online video lesson platform focused on guitar and bass. Comparable as a private-lesson substitute serving part of Music and Play's instrument catalog via online delivery.

Regional players

• Schmitt Music: US Upper Midwest music retailer and lesson provider offering private and group music instruction. Comparable as a retailer-plus-lessons community music school, though operating in a different geography.

Direct peers

• Allegro Music Schools: Canadian chain of music schools offering private and group lessons across multiple instruments for students of all ages. Most direct comparable to Music and Play on age range, lesson format, and Canadian community-school positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UChyfI6jrG7hEaE5xyRUFQUQ
• Facebookfacebook.com/MusicandPlayCanada
• LinkedInca.linkedin.com/company/music-and-play
• Instagraminstagram.com/musicandplayyyc
• Xx.com/musicandplay

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Music and Play