It started out as a joke about using the extra time in lockdown to become a rock star.
The five-member rock band, AC/DSP, formed after a challenge during one of media agency GroupM’s virtual town hall staff meetings.
The band name is a nod to Australian rock royalty AC/DC and to programmatic jargon. DSP stands for Demand Side Platform. The name is credited to Roger Dunn, GroupM's GM commerce.
The band has remotely recorded a debut track with singers, pianist and guitarists playing at separate locations. It’s due for release this month.
Members of the band come from GroupM’s programmatic business Xaxis, addressable TV’s Finecast and the product team.
They prove that collaboration works, that staying connected during lockdown is essential and that finding a way to unwind is good for mental health.
The band members say the process of creating something worthwhile outside of the daily work schedule has helped them stay sane during isolation.
Trent Durfee, head of product at GroupM, who plays guitar: “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.”
It’s proven to be a great way of bringing 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,” says Durfee.
“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.”
But how to create music with a band when everyone can’t get together physically? 
Microsoft Teams, widely used in the advertising and media industry as a way for groups to connect, didn’t work out.
“There was just enough time lag and delay to make it impossible to play in sync and so it was just noise,” says Durfee. “But it might make a great blooper reel for when we’re famous!”
They had to record each part and mix them in post-production.
The band’s musical influences are said to range from Guns N Roses and Carlos Santana to Tchaikovsky via Roxette and Feya Wong.
The members of AC/DSP:
- Jude Martinez | Xaxis client success executive | Guitar
- Trent Durfee | GroupM head of product | Guitar
- Claudia Lee | Xaxis executive | Piano
- Tiger Hu | GroupM head of product delivery | Vocals
- Maria Baca Castex | Vocals | client services manager I FINECAST
Lee: “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 participated in forming a band and the making of a song.”
Martinez: “It’s really great to not only work with colleagues on amazing work projects but to create things outside of our usual day to day makes it even better. It’s important right now to do things that aren’t work related so that you can look forward to other things. We’re just keen to share our talents and show we are more than just media people.
Durfee: “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. Now more than ever it’s important to have a work/life balance, but I also think if you share your passions with your work colleagues you talk about more than the work and it’s likely to help you create better stuff.”
Castex: “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! We’re trying something different, and hopefully it entertains our colleagues. 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.”
Hu: “I want to build great memories with great people during the covid19 period. Life is an experience. And it’s beautiful, even in lockdown. I’m really grateful to be part of this. 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.”
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