Steve Puchalski was used to being the centre of attention. As an actor, you'd recognize him from his appearances in commercials and TV shows. However, Steve needed to get away from it, as far away from it as possible. You can't just leave acting; it's like the mafia, you need to disappear. Puchalski packed his personal effects, his acoustic guitar and headed to Berlin where he joined the elusive and mythical cult of the Roadie. He hauled gear from Stockholm to Warsaw, setting up and tearing down in 400 year-old castles and open-air festivals. Hard Sell was more or less written by the time Puchalski touched down in Victoria after nearly a year of being a road-worn stranger overseas. He bought an old Chevy S10 and trekked across Canada, coming back to his hometown of Toronto and assembled the band: Adam White, Gavin Maguire, Jim Bowskill and Ian McKeown. You can't get two roles more opposite than actor and roadie, but it was these two career paths Puchalski chose that eventually birthed the singer songwriter that he is today. In the end, the hard sell was the plan, or lack thereof. No one expected the journey to turn out like this, and Puchalski wouldn't have had it any other way.