Weizmann graduate Yuval Karminka found that 85% of non-musicians wish they had learned to play a musical instrument. He then founded JoyTunes that produces popular music learning apps that encourage the novice musician to advance in their practicing.
http://www.fastcompany.com/3028711/whos-next/piano-hero-how-joytunes-makes-young-musicians-actually-like-practicing
https://www.youtube.com/watch?v=Wn_b_bcX3tg
https://www.youtube.com/watch?v=JwJUFdEXPAc