Getting Jig-punky With It

By Ad Published on .

New York-based band the Prodigals released its fourth album, Needs Must When the Devil Drives, earlier this month - a growing phenomenon in the New York underground scene and among Irish music aficionados all over the country, the band (see, described by the Village Voice as "NYC's jig-punk answer to the Pogues," blends Irish traditional music and high-energy rock. Its frontman and accordion player, Gregory Grene (above, center), also happens to be a music producer at FCB/New York, where in the last four years he's overseen commercials tunes for the likes of Kraft, Diet Coke and the IRS. Juggling his agency job with a hectic touring schedule seems like it would require superhuman stamina, but Grene is well-suited for the task. "Between the two, my plate is full enough for all of my hyperactivity," he notes. "I work pretty crazily, as everybody does at the agency, and when I'm away and gigging, I'm doing that with equal intensity." Given the plethora of licensing that's going on in advertising, isn't he the least bit tempted to get the Prodigals their next gig on the commercials stage? "In that one aspect, I really keep a firewall between the two things," he says. "It's funny, because it does come up, since I'm talking to labels all the time, but I don't try to push it." Moreover, from an ad perspective, "our music is largely unplaceable; it falls into a certain niche," he adds. "It might work if we were handling Guinness, but we're not."
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