You don’t have to be a creative to be creative during iso. Group M employees, Jude Martinez, Trend Durfee, Claudia Lee, Tiger Hu and Maria Baca Castex have formed a rock band. They’ve called it AC/DSP in homage to Aussie rock legends ACDC and a hat tip to programmatic jargon (DSP = Demand Side Platform).
The band has even produced and recorded a debut track (think a classic cover but with a visionary twist) recorded remotely by the singers, pianist and guitarists. Its musical influences range from Guns N Roses and Carlos Santana to Tchaikovsky via Roxette and Feya Wong. Its members come from countries as far-flung as Argentina and China. AC/DSP is as diverse as bands come. On top of that, the band’s members also come from GroupM’s programmatic business, Xaxis; addressable TV business, Finecast; and the product team. It’s the epitome of collaboration.
And it has a PR director, Rosie Baker, group communications director at Group M, and ex-editor of AdNews.
According to pianist and Xaxis executive, Claudia Lee, and Finecast client services manager and the band’s vocalist, Maria Baca Castex, the band was formed to keep them all sane. Trent Durfee, GroupM’s head of product, is the band’s “mastermind” but the band’s name is credited to Roger Dunn, general manager of GroupM Commerce, Roger Dunn – the band’s “muse”.
The band formed out of chat during one of GroupM’s all staff Virtual Town Halls and a little bit of friendly peer pressure from the team that Durfee couldn’t ignore.
“At first I made a joke in our Town Hall about trying to be a Rockstar but then everyone wanted to see a ‘virtual band’ so I had to commit to it. I just can’t let the fans down, Durfee commented.
“It’s proven to be a great way to bring people together in a different way, even those not in the band want to hear the song, have some fun with it and ultimately, however it turned out, it made people smile. Even if it just makes people smile and laugh that’s fine, least we are giving it a go and staying connected. If, however there’s anyone out there that wants to support with studio equipment and a record deal – get in touch!”
The band has provided Group M with entertainment – and humour. “We tried a Jam session over Microsoft Teams, and it worked out horribly,” Durfee admits. “There was just enough time lag and delay to make it impossible to play in sync, so it was just noise – but it might make a great blooper reel for when we’re famous.”
“It’s been a good way to try new things, but FYI jamming on Teams, in real-time, is so bad.” Lee added.
After that debacle, the band changed tack and recorded each part separately, mixed it in post-production and plan to “release” their debut track to their team at the start of May.
Meet the band:
- Jude Martinez | Xaxis Client Success Executive | Guitar
What’s your aspiration as a rock star?
This lets me express my creativity and it would be pretty cool to crowd surf.
Who are your musical influences?
Metallica, Red Hot Chilli peppers, Polyphia, Mateus Asato, Drake (fight me)
How is the band keeping you sane?
It’s definitely fun and keeping me sane! It’s great to just have a jam and experiment.
- Trent Durfee | GroupM Head of Product | Guitar
Who are your musical influences?
Guns and Roses (I even have a signed photo of Slash that sits by my bed), Carlos Santana, Paco De Lucia
What is your aspiration as a rock star?
If Guns & Roses are looking for an opening support act in Australia …..
How is this virtual band helping keep you sane during isolation?
During this time some days can be tough for us all. Music for me has always been the best way to unwind from work and for mental health – I think it really helps. This has 100% been fun. I feel I’ve learnt a lot too. I found a new hobby and practically had to study to be a Sound Engineer while trying to use the Studio (Abelton Live) software.
- Claudia Lee | Xaxis Executive | Piano
Why did you join the band?
To me it’s about creating memories with awesome people. Rather than remember 2020 as “the COVID-19 year”, I would rather remember 2020 as the year I virtually participated in forming a band and the making of a song.
Why is it important to do something like this that’s not work related
Staying at home constantly is hard, especially if you don’t have a lot of indoor hobbies. I wanted to show people that there are positives and you can find or build some long-term indoor hobbies that you can have fun with, kill some time, or de-stress from day-to-day work.
What’s your Rock Star Dream?
I’d love to play on a random outdoor piano and suddenly become YouTube famous.
Who are your musical influences?
Bach, Beethoven, Tchaikovsky, Liszt, Brahms
- Tiger Hu | GroupM Head of Product Delivery |Vocals
Why did you join the band?
I want to build great memories with great people during the covid19 period. Life is an experience. And it’s beautiful, even in lockdown.
Why is it important to do something that’s not work-related during isolation?
I’m really grateful to be part of it. There’s always room to be happy, even at the unpleasant moments in life, so this is something fun to be part of, with awesome people.
Who are your musical influences?
Feya Wong, Dou Wei, Roxette, George Michael, Michael Jackson
- Maria Baca Castex | Vocals | Client Services Manager FINECAST
Why did you join the band?
Well, truthfully, I got roped into this, but I’m happy to be part of it. It’s another way to connect, and it’s fun.
Why is it important to do something like this that’s not work-related during Isolation?
It’s so easy to fall into doing the same thing day-in, day-out, between the same four walls. It’s great to explore our creative side a bit, and keep our minds engaged with something new. We’re trying something different, and hopefully it entertains our colleagues.
Who are your musical influences?
I am all about a power ballad that my vocal chords will never be able to sing, so anything in that vein is what I like to screech in the shower.
