TRX Cymbals has introduced a new campaign, BeatXBeat, aimed at capturing the real-life experiences of drummers as they move from private practice spaces to professional stages. The project puts a spotlight on the early steps, gradual growth, and day-to-day perseverance that shape a drummer’s career.
The campaign centers on a series of photo essays and video features that follow artists from TRX’s roster. The material, released across YouTube, Instagram, and other platforms, documents the personal and musical development of each featured drummer, highlighting effort over hype and progress over perfection.
TRX founder David Levine said the idea behind BeatXBeat came from watching how most musicians develop over time. “No one jumps straight from their bedroom to a major tour,” Levine explained. “It happens one beat at a time.”
The campaign’s initial rollout includes three video profiles, each directed by drummer and filmmaker Michael Levine. The films feature Brandon Godette, Ilse Santana, and Luke Caro, tracing their growth from early practice sessions to confident live performances. Each story is presented without dramatic editing or staged moments, opting instead for candid glimpses into rehearsals, writing sessions, and personal reflections.
Additional voices in the campaign add further depth. Drummer Jessica Goodwin recounts how a casual conversation with her hairstylist unexpectedly led to an audition, and later a touring role with the rock band New Year’s Day. In England, Jessica Dann shares how discovering drummer Bill Bruford opened her eyes to a more expressive, feel-driven approach to rhythm. Meanwhile, Paquito Aranda, originally from Mexico, describes his path from music school in Los Angeles to touring with artists he once looked up to as a teenager.
These stories, while different in detail, reflect a common message: success in music is rarely sudden. It builds slowly through repetition, self-belief, and moments that often seem small at the time.
BeatXBeat also invites drummers outside the TRX Cymbals roster to participate by sharing their own milestones using the campaign hashtag. The goal, according to the company, is to create a broader conversation around the realities of life as a working drummer.
New content will continue to be added throughout the year. TRX Cymbals says the focus will remain on the individual paths each drummer takes, rather than polished narratives. By showcasing the work behind the music, the company hopes to inspire both aspiring players and seasoned professionals alike.