Hear And Play

How Jermaine Griggs Turned $70 Into a Multimillion-Dollar Music Empire

February 22nd, 2025

Founded By

Jermaine Griggs

Monthly Revenue

$292K

Starting Costs

$70

Founders

Employees

5 (est.)

Profitable

Yes

Year Started

2000

Founded By
Jermaine Griggs: Monthly Revenue
$292K: Starting Costs
$70

Founders
1: Employees
5 (est.): Profitable
Yes

Year Started
2000

Who is Jermaine Griggs?

Jermaine Griggs, the founder of Hear And Play, grew up in Long Beach, California, and is a self-taught musician who began playing piano by ear at eight years old; he later attended the University of California, Irvine, graduating with a degree in Law and Criminology, before focusing full-time on his passion for teaching music through the Hear And Play platform.

What problem does Hear And Play solve?

Hear And Play solves the problem of traditional sheet music learning by offering musicians the ability to play by ear, which is crucial for those who find sheet music and formal training intimidating or inaccessible. Through intuitive online lessons and tutorials, it empowers musicians to unlock their musical potential, making it a popular choice for those wanting to experience the joy of music without the constraints of reading notes.

How did Jermaine come up with the idea for Hear And Play?

Jermaine Griggs grew up with a deep connection to music, thanks in part to his grandmother's influence and his experiences in church, where he learned to improvise and play by ear. His ability to quickly pick up songs without formal training set him apart and sparked an idea. Parents began asking him to teach their children, and he soon identified a pattern in music learning that could be standardized for others.

Instead of repeatedly teaching the same concepts, Jermaine decided to document them into lesson plans and booklets. He realized he could reach more people if he created a system that allowed students to learn independently. Encouraged by the rise of the internet, he invested his savings of $70 to buy the domain HearandPlay.com in 2000. This was a leap of faith, but Jermaine's early exposure to sales and marketing helped him craft an offering that resonated with aspiring musicians.

Challenges included limited resources and the risk of venturing into the relatively uncharted territory of online music education. To validate and refine his ideas, Jermaine relied on feedback from his early students and observed how they interacted with his materials. This iterative process helped him to enhance his teaching methods, ultimately leading to the successful growth of Hear And Play Music.

How did Jermaine Griggs build the initial version of Hear And Play?

Jermaine Griggs developed the initial product for Hear And Play by leveraging his existing passion for music and natural ability to play piano by ear. At 15, he began teaching local students and identified a consistent demand that led him to create a series of five workbooks focusing on the core concepts of playing by ear: notes, scales, chords, progressions, and songs. This initial collection of educational material evolved into his primary product offering. He launched HearAndPlay.com in August 2000 with just $70, which he used to register the domain name.

Jermaine built the website using rudimentary HTML skills, inspired by what was known as Web 1.0 aesthetics. Although the initial site's design was basic, he focused on content that spoke directly to aspiring musicians' needs. Constructing the site and product was a challenging task since he relied on himself to learn HTML, manage server configurations, and master online marketing—all of which were new to him at that time. However, his entrepreneurial spirit and commitment to teaching musicians helped him rapidly adapt and grow.

What were the initial startup costs for Hear And Play?

Domain Registration: Jermaine Griggs spent $70 to register the domain name HearAndPlay.com in August 2000.

What was the growth strategy for Hear And Play and how did they scale?

Email Marketing/Newsletters

Hear And Play successfully leveraged email marketing as a key growth channel. They cultivated a substantial email list of over 300,000 musicians. By consistently sending out newsletters, they kept their audience engaged and informed about new courses and offers.

Why it worked: Email marketing allowed them to maintain a direct line of communication with their subscribers, fostering a loyal customer base. Regular newsletters provided value through educational content, reinforcing the brand's expertise and encouraging repeat purchases of new materials and courses.

Community Engagement

Jermaine Griggs, founder of Hear And Play, actively engaged with online communities and music forums, especially in the early days of the business. By becoming a moderator and actively participating in piano and music forums, he gained visibility and built credibility.

Why it worked: This approach helped Hear And Play reach its target audience effectively. Community members appreciated the expertise shared freely by Jermaine, which naturally led them to explore paid offerings on the Hear And Play website. Engaging directly with these communities increased brand awareness and trust.

SEO and Organic Search

Hear And Play also benefited from organic search traffic. By targeting specific keywords related to online music lessons and piano tutorials, they attracted users searching for ways to learn music by ear.

Why it worked: By focusing on SEO, they effectively captured search traffic from aspiring musicians looking for thematic training and tutorials, resulting in steady organic growth. They were early movers in this niche, capitalizing on the unmet need for ear training resources.

Content Creation

The development of detailed, value-driven content, including comprehensive guides and tutorials, proved fundamental. Hear And Play's products, initially as workbooks, evolved into a comprehensive suite of resources like DVDs and training programs, enriching their offerings.

Why it worked: The depth and practicality of the content positioned Hear And Play as an authority in music education. Customers looking for substantial, quality instruction found value in their meticulous approach, which encouraged both new and returning users.

What's the pricing strategy for Hear And Play?

Hear And Play offers specialized online piano lessons with a tiered pricing strategy including a $19/month CD subscription, and access to their Gospel and Jazz Training Centers for $30-$40/month, providing a structured yet flexible learning path for aspiring musicians.

What were the biggest lessons learned from building Hear And Play?

Embrace Your Unique Path: Jermaine Griggs turned a love for music and teaching into a thriving business by embracing his unique method of teaching music by ear, proving you don't need formal credentials to succeed.
Start With Imperfection: The early version of Hear and Play wasn't visually stunning, but it got the job done. Just getting started, even imperfectly, can lead to long-term success.
Adaptability is Key: As the market changed and challenges arose, Jermaine pivoted his focus to include a recurring revenue model, which safeguarded his business in tough times.
Leverage Available Resources: From using affordable tools to employing guerrilla marketing tactics, Jermaine leveraged what was available to him to grow his business organically.
Persistence Over Perfection: Consistently testing, learning, and iterating on his processes allowed Jermaine to refine his offerings and maintain growth without needing a perfect start.

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