Some musicians refuse to sell out, commercialize their music or allow those tunes to be used for TV or radio product-pushing. But that’s where the members of Montreal rock troop le Trouble began their careers. Maxime Veilleux was working at a Montreal ad company in 2012, penning jingles, his dreams of rock stardom dimming with every calculated, economically placed note. One day he took a break to cut loose, jam and improvise with his cherished guitar. Suddenly, as if magnetically drawn to the riff, in popped the head of Michael Mooney, an Australian transplant who arrived looking to make it big in Canada’s legendary music city, only to have his hopes dashed enough to force him into an advertising audition. Before he tried out for those judges, he caught wind of Veilleux’s shredding, and decided to pop into the studio he was working in to sing along. Mooney’s vocals impressed Veilleux, and the two became fast friends. “Something about that riff spoke to me, and I just sang,” Mooney says. “After work that day we immediately went out and, over a few beers, decided to form a band.” However, that dream was put on hold as the pair continued to pay their dues at the ad company.