Simply (formerly JoyTunes)

Empowering creativity through technology

Simply (formerly JoyTunes) is at the forefront of technology and creativity, with a suite of apps designed to make the pursuit of creative hobbies simple and fun for everyone. The company is a global market leader, with top grossing products including Simply Piano, Simply Guitar, Simply Sing, Simply Draw, Simply Tune, and Simply Play. Each app offers a fun, engaging approach that helps learners of all ages and backgrounds develop real-world skills in music, drawing, and more.

With a growing global audience, Simply serves millions of learners and players across 180 countries and partners with industry leaders like Disney, Amazon, and Universal to deliver high-quality experiences that inspire and engage.

Values-driven culture: Co-builders and Impact Velocity

Simply’s unique company culture mirrors its mission and is built around two main Principles: Co-Builders and Impact Velocity. Co-Builders reflects Simply’s belief that each team member is an essential partner in the company’s journey. Each team member therefore has high levels of ownership and accountability with varying degrees of context, balancing both hands-on and strategic work. Impact Velocity emphasizes the company’s commitment to smart decisions and rapid execution that generate meaningful outcomes, ensuring that every team effort directly supports its business objective.  

Simply operates in “startup-like” pods that have full ownership of their objective and how to reach it, enabling fast decision making with a shared sense of purpose across the company. This approach relies on each team member having great autonomy paired with substantial responsibility, ensuring that everyone contributes significantly to the product and vision of the company.

In line with its work culture, Simply’s has a team of true partners in every sense of the word—team players with significant experience, who get things done, make smart decisions, are accountable for their work, and have a deep drive to directly influence the company’s products and business objectives.  

Technology-driven pedagogy

At the core of Simply’s music products is MusicSense, a proprietary, deep-learning recognition engine that enables real-time detection of notes and rhythms. This innovative AI-based technology provides users with precise feedback, creating a responsive and personalized learning environment. With patent-protected technologies for adaptive teaching, notation generation, and interactive instrument learning, Simply provides a structured path for users to develop and master new creative skills at their own pace.

These products are developed with behavioral and psychological insights of learners and players, as well as a unique pedagogy developed by professional musicians, artists, product managers and designers. 

Global leaders in creative learning 

Simply (the JoyTunes) was founded in 2012 by Yuval Kaminka, who serves as the company’s CEO, together with his brother Yigal Kaminka, who serves as the company’s musician and head pedagogue, and Roey Itzkovsky, the company’s former CTO, who passed away in 2024.  

Based in Tel Aviv, Simply is a market leader with a strong presence in the U.S. and beyond. Supported by investors such as GV, Insight, Aleph, Qualcomm, and Qumra, the company continues to innovate in the consumer tech space, driven by a super talented team of over 180 developers, data scientists, designers, product managers, marketers, musicians, creatives and more.