We Play

What We Play does

We Play is a privately held Moscow-based music practice and rehearsal space operator founded in 2020. It operates a single physical venue on the Bersenevskaya naberezhnaya, on the Krasny Oktyabr (Red October) island in central Moscow, ten minutes' walk from Kropotkinskaya metro station. The facility comprises 12 distinct soundproof rooms and halls ranging in size from 4 m² to 50 m², each equipped with a curated mix of premium acoustic and digital instruments (Petrof, Yamaha GC1, Estonia grand, Nord Stage 3, Roland), professional microphones and mixing consoles, and themed interior design.

The company's core offering is hourly rental of these rooms to individual musicians, vocalists, music teachers, and small ensembles. Pricing is usage-based and uniform across weekdays and weekends, ranging from 250 rubles/hour for the smallest practice room to 6,000 rubles/hour for concert bookings in the 50-seat WE PLAY CONCERT hall. The business has extended into adjacent revenue streams including recording and filming sessions, event hosting, and a recurring calendar of workshops, masterclasses, and small concerts (classical and jazz harmony, piano technique, vocal improvisation, and experimental multi-room performances).

We Play generates revenue exclusively through physical-space utilization — there is no software, SaaS, or digital product component. Go-to-market is direct-to-consumer via a self-serve online booking widget (appevent.ru) on weplaymusic.ru, supplemented by phone reservations for events and walk-in traffic. The customer base is highly fragmented across individual musicians and small music-teaching businesses. No funding rounds, institutional investors, or external ownership are disclosed.

Name

We Play

Legal name

We Play (legal entity name not explicitly stated on website)

Website

https://weplaymusic.ru

Company type

Private

Founded year

2020

Operating status

Operating

Short description

We Play is a privately held Moscow music practice space operator (founded 2020) renting 12 soundproof rooms hourly to musicians, vocalists, teachers, and small ensembles, with curated premium instruments, recording capability, and a 50-seat concert hall on the Red October island.

Ownership category

akta.pro rank

Product category

Music Practice Space Rental

NAICS

Sound Recording Studios (51224), Sound Recording Studios (512240)

akta.pro primary industry

Rehearsal & Pre-Production Studios (Rehearsal Rooms, Backline) (MPAIAHAK)

akta.pro secondary industries

Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF), Instrument Rental & Backline Services (MPAIAJAI)

Keywords

• Music practice rooms
• Rehearsal space rental
• Piano room rental
• Vocal practice space
• Concert venue rental

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales

Revenue model

1. Room Rental (Hourly): We Play generates revenue by renting out soundproof music practice rooms and classes by the hour. Customers pay per booking based on room type, duration, and group size. The pricing is consistent between weekdays and weekends. Additional revenue streams include concert venue rental, recording sessions, and event hosting.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

We Play rents 12 soundproof music practice rooms by the hour at a single central Moscow venue on Krasny Oktyabr island. Rooms range from 4 m² solo spaces with a Petrof piano to a 50 m² concert hall (We Play Concert) with a Yamaha GC1 grand piano and 40 seats, and are equipped with professional acoustic instruments, microphones, mixers, and acoustic systems. The venue also generates revenue from recording sessions, filming, workshops, masterclasses, and small concerts.

Product overview

We Play is a music practice and rehearsal space located in Moscow near the Krasny Oktyabr district. The company offers 12 distinct music rooms and halls for rent by the hour, ranging from compact 4 m² practice rooms to a 50 m² concert hall. Each room is equipped with different combinations of acoustic pianos (Petrof, Yamaha, Estonia, J.F.Pfeifer), digital pianos (Nord Stage 3, Roland), microphones, mixers, and acoustic systems. The spaces cater to individual musicians, duos, small ensembles, and larger groups for practice, rehearsal, recording, and live performances. The venue also hosts events including workshops, master classes, concerts, and educational programs.

Differentiator

Problem solved

Functional benefit

Products and services

• MINI

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• East West Studios: Premium Los Angeles recording studio with adjacent rehearsal capabilities. Comparable as an incumbent premium-music-space operator, though its core offering is high-end recording rather than hourly practice rentals.
• Metropolis Studios: Iconic London recording and rehearsal complex. Broader incumbent with overlapping capability in professional music production space, but operates at a much larger and more recording-focused scale than We Play's practice-room model.
• Conservatory Practice Room Networks (e.g., Moscow Conservatory external rental programs): Music schools and conservatories offering instrument-equipped practice rooms to external students and professionals. Substitutes We Play's offering with institutional backing and lower price points for serious music students.

Direct peers

• Pirate Studios: Global chain of self-service, hourly-booked music rehearsal and DJ practice rooms. Closest direct comparable to We Play — same hourly usage-based rental model, online booking, and targeting of individual musicians and small groups with soundproofed rooms.
• The Practice Rooms: UK-based rehearsal studio operator renting hourly practice rooms to musicians. Highly comparable to We Play in business model, target customer (musicians and teachers), and pay-as-you-go booking structure.
• SoundCity Studios: Multi-room rehearsal and recording studio with hourly booking for bands and musicians. Directly comparable to We Play in offering tiered hourly room rentals with professional equipment.
• Rehearsal.com: Online platform aggregating hourly rehearsal and recording studio bookings across multiple cities. Comparable to We Play in serving musicians seeking hourly room rental through self-serve online booking.

Regional players

• Stomping Ground (boutique cultural/music venues, Moscow): Cultural spaces in Moscow that host music events, masterclasses, and intimate concerts. Comparable to We Play's event and workshop programming function within the same Moscow market.
• 16 Tons: Moscow music venue hosting live concerts, rehearsals, and music events. Comparable to We Play's concert hall and event-hosting function within the Moscow market, though focused primarily on ticketed live performances rather than hourly practice rental.
• Boutique Rehearsal Studios (independent operators, e.g., Sound Studios Moscow): Independent and small-chain music rehearsal room operators in Moscow and other Russian cities. Directly competes with We Play for the same teacher and amateur musician base in the same geography.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/weplaymusicrooms

Revenue estimate

Valuation estimate

Number of profiles

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 We Play