In its short career, rock outfit Florez has found plenty of industry cheerleaders. The still-unsigned band has linked with BMG Songs North America for a co-publishing agreement. And despite having onlIn its short career, rock outfit Florez has found plenty of industry cheerleaders.
The still-unsigned band has linked with BMG Songs North America for a co-publishing agreement.
And despite having only a self-released effort to its name, veteran producer Ed Cash signed on for the photogenic five-piece's first proper full-length, last year's "In Flight." Cash is perhaps best-known for his work in the Christian market, having produced efforts for the likes of Caedmon's Call, Kathy Mattea and Bebo Norman.
Yet despite the Cash association, as well as a street team called the Army of Angels, the faith-inflected band isn't planning to target the Christian world. "I don't think that we have a specific fan base that is Christian," manager Scott White says. "We haven't played at churches consistently or anything."
That being said, the band certainly isn't going to turn down any help. "It's been great to see so many people who are invested in what we're doing," guitarist Dana Brewster says. "We live together, we're doing it full-time, and it's cool to see it start to come together."
Along with Brewster, bassist Erik Huffman, multi-instrumentalist Dusty Emerick, drummer Josh Robinson and band namesake Alex Florez (guitar, vocals), the act claims to have already written more than 1,000 songs. If "In Flight" is any indication, Florez isn't afraid to draw from a variety of genres, including sugary-pop, Latin-rock and hip-hop.
Even without any label support, White says the band has moved nearly 6,000 copies of "In Flight." Sales have come from the band's own Web site and such online retailers as AwareStore.com. While Nielsen SoundScan numbers peg the sales total for "In Flight" much lower, at about 1,000 copies, a representative for AwareStore says the Web site has sold more than 2,000 copies of the album, and White says the band has sold "easily" more than 3,500 on the road.
The band has been performing in front of a fair number of eyes. Florez has shared stages with the likes of Gavin DeGraw, Better Than Ezra and Will Hoge. Next year the band hopes to target colleges and in January will be a part of the Rock Boat VII cruise. The latter will leave Jan. 11 from Fort Lauderdale, Fla., and also features Aslyn, Better Than Ezra, Carbon Leaf and Ingram Hill, among others.
The band has drawn interest from labels and met with Atlantic last year. White says talks dissolved when the band's A&R champion left the label. Looking back, he feels the timing wouldn't have been right.
"We realized then that we had all these different sounds and textures going on and that it would be harder to market," White says. "This past year has been spent working on our best qualities and strengths—namely going the pop-rock route."
Brewster says the band isn't compromising in the hopes of finding broader appeal. Instead, he says, a more rocking Florez is what everyone in the band is most comfortable with.
"With our next move, we're going to keep it that way," he says of the act's more stripped-down sound. "No rapping, no Latin or Spanish. We can always move on and do something else later."