Welcome to the Green Room.

We love rock music. But not watered-down, over-produced radio rock. We mean the good stuff. The authentic, raw and dangerous music that made parents everywhere fear its angst-inducing power.

Rock is up against the internet, globalization, cultural atomization and the evolution of the traditional music industry. The goal of our game is simple: bring back rock & roll and have fun doing it.

Here on stage the Marshall noise
Is piercing through your ears
It kicks your ass, kicks your face
Exploding feeling nears
Now’s the time to let it rip
To let it fuckin’ loose
We’re gathered here to maim and kill
‘Cause this is what we choose

Adrenaline starts to flow
You’re thrashing all around
Acting like a maniac

Here we go

The Crew.

We’ve been working together on Hipster Bait for over four years now. Most of the work has been done in our off time—with little or no budget. Like an indie band, we’ve pushed past obstacles and taken our creation to the streets, testing on unsuspecting strangers and growing along the way. It was a pretty big idea that over the years has become a motherfucking big idea. Thankfully, FACTOR Canada liked it and has given us some funding. Whew! Thanks, Canada!

Michael Tension Co-creator, Director

For ten long years, Michael Tension toured across Canada with his band, Jeffery Sez, who signed a record deal with Cordova Bay Records (2002).
His band toured the country and was featured on Much Music, as well as local news stations across Canada. Over the last decade, Michael has worked in the advertising industry as a Creative Director and designer for a number of agencies: The Black Press, Copeland Communications and One Net Marketing. If you've seen the hit show PORTLANDIA, you've already seen his work. His typography was used in the show, as well as downloaded over 3 million times on the Internet. Michael is a co-conceptor of Hipster Bait, and if you can't tell yet, the inspiration for the project. To date, Michael has managed to design the entire beta application, including 90 tape covers. He also hand-dubbed the first 350 tapes! Michael is dedicated, passionate and his creative talent and industry knowledge will be a great asset to the creative and management team.

Nicole Sorochan Co-creator, Producer

Nicole is a seasoned digital producer who has directed all of One Net Studios' transmedia projects to date, and she is a co-creator of the Hipster Bait concept. She also has experience creating content and directing technology development for commercial Fortune500 companies, including Google, Thomson Reuters and Intuit. Nicole is apt at business development and gave the winning pitch at Merging Media 2013. She is no stranger to raising funds for film and digital projects, managing to help obtain grants and funds from organizations that include The Knight News Foundation, The Fledging Fund, Tribecca Fund, Sundance Institute, BC Ventures, Mitacs, Kickstarter, Indiegogo, Alberta Council for the Arts and the Canada Media Fund.

Dylan Touhey Partner

Dylan is the co-founder of One Net Marketing. In 2007, he left his post as Account Director at ValueClick Inc, one of the world's largest integrated online marketing companies, to create One Net Marketing. Prior to founding One Net Marketing, Dylan executed multi-million dollar digital customer acquisition campaigns for clients such as RealNetworks, CBS, Expedia, Verizon and Adobe/Macromedia. He is an expert in digital strategy, SaaS product development, conversion optimization and cross-channel media buying.

Charles Neigum Senior Software Engineer

Charles has forgotten more code than your average developer ever bothered to learn. A seriously talented coder with 15 years of experience in web and mobile application development. Charles is an expert in HTML5 and CSS web development and has extensive experience building custom sites, applications and APIs. Charles works hard and fast at both the front and back end, utilizing Javascript, PHP, C# and all types of databases. He has also been known to have some serious acting chops and moonlights in the occasional video production.

Demitra Best Artists & Repertoire

When Demitra isn’t using the word axe, without paying Gene Simmons any royalties for the use, she’s discovering the best new artists rock has to offer. We never hired Demitra, really. She simply contacted us and told us she was joining our team. She’s a Capilano Arts and Entertainment graduate, an experienced music industry professional and an accomplished producer of live events. If Demitra’s in touch with you, you’re likely a fit for Hipster Bait.

The Board.

Hipster Bait has a team of music industry veterans, transmedia creators and tech experts who serve on our Board of Advisors. They work with our internal team to keep our project as baitable as possible and fun. Plus, they get all access passes to Hipster Bait events. And likely drinks.

Bruce Pavitt A&R Advisor

Founder of Sub Pop records, Bruce signed Nirvana and catapulted the Seattle music scene onto the global stage. A certified legend in the industry, he is recognized in music history books, documentaries and museum exhibits. He continues to be frequently sought out for his comments on the history and future of music. Author of Experiencing Nirvana and Sub Pop USA (Bazillion Points).

Alfie Williams Marketing and Industry Advisor

Alfie Williams is a seasoned music executive and has worked for top music companies all over North America. His roles included General Manager of Cordova Bay Records, over fifteen years in the promotion department at Universal Music Canada's Vancouver office and the Marketing & Promotion Manager for Penta Records, Parallel One Records and A&M/Island/ Motown Canada. Alfie is currently the Vice President of Promotion (Western Canada) for Frontside Promotions, Canada's most successful music promotion firm.

Steve Peters Experience & Game Design Advisor

An Emmy®-winning experience designer, Steve Peters has worked on some of the biggest and most innovative interactive experiences that exist. Currently at Google's Niantic Labs, he's also co-founder of No Mimes Media and hosts the StoryForward Podcast, a show about the future of entertainment. Projects he's worked on have won an Emmy®, Cannes Lions Grand Prix Awards, SXSW Web Awards, and Webby Awards. Previously, Steve was VP of Experience Design at Fourth Wall Studios, where he worked on projects like the interactive web series, Dirty Work, and 6 Minutes to Midnight (for the feature film Watchmen).

The Backline.

Any good musician knows how lost they’d be without their crew. You know, the ones who unload, set up, they tear down, reload…they drink your beer and they aren’t even sorry. But you love them for it because your success depends on their hard work. Here are the people behind Hipster Bait.