“I’ve been a musician’s dad,” Florez said. “I’ve sponsored concerts, hauled equipment, followed bands on the road. I’ve lived that life.”
Mike Florez was a natural artist, known for his ability to pick up almost any instrument and play it with ease. He studied briefly at Boston’s Berklee College of Music before spending years producing CDs, touring the country, and building a loyal following. Eventually, he settled into the St. Augustine music scene.
Music was also something Carl and Mike built together. Father and son co-founded Ignition, a local music magazine dedicated to spotlighting regional artists and live performances, with Carl contributing a regular column. Their shared passion for music remained central throughout Mike’s life.
So when Flagler College approached Florez about supporting a program that would give students real-world experience in the music industry, he didn’t hesitate.
“It was a way to honor my son,” Florez said. “And to help other young artists learn things Mike had to figure out the hard way.”
That commitment became the founding gift behind First City Records, Flagler College’s first-ever student-run record label.
The idea originated with Professor Yvan Kelly, Chair of the Department of Accounting, Economics, and Finance. Kelly co-taught an entertainment industry course with colleague and former Hollywood producer Alan Marcil. After a sabbatical focused on expanding the music curriculum, Kelly began imagining something more immersive.
“I wanted to do more than just talk about what a label does,” Kelly said. “I wanted students to create and manage an actual label.”
Kelly envisioned a living laboratory where students from all majors would handle every aspect of a real record label: developing the brand, scouting artists, managing finances, promoting releases, and distributing music on major platforms like Spotify and Apple Music. He drafted a proposal and secured administrative support, but one essential piece was missing: funding.
Susan Connor, Director of Development and Foundation Relations, connected the project with Florez, knowing his deep ties to music and desire to support students. Within weeks, First City Records had its founding donor. Through the Michael P. Florez Endowed Fund for a Student Record in the School of Business, Florez provided $3,600 in immediate-use funding and committed to a $50,000 pledge to ensure the program’s longevity.
From the beginning, Kelly wanted students to feel true ownership of the label. That philosophy shaped every step of its launch.
In March 2025, the College hosted a campus-wide naming contest. After multiple rounds of student voting, First City Records emerged as the label’s name. Students then worked alongside the Office of Marketing and Communications to develop the logo, branding materials, and social media strategy.
By fall 2025, MUS 340 – The Student Record Label launched as a one-credit, two-semester course open to all majors. Students assumed professional roles across A&R, production, business operations, and marketing, with weekly meetings structured to mirror real-world workflows.
They hosted open mic nights, organized auditions at the Gamache Theater, and selected five artists to record original music.
With Florez’s funding, students booked professional studio time at Eclipse Studios, scheduled recording and mixing sessions, and partnered with a distributor to release music on major streaming platforms. The year will culminate in a live showcase at a local venue, with hopes that at least one artist will perform at FlaglerFest.
“This course is the real deal,” said Label President and signed musician Ben Baine. “Mr. Florez’s support has created a way to give artists exposure they might not otherwise have received.”
Florez wants the label to grow and sees it as a chance for Flagler students to gain experience in a creative economy that has increasingly shifted online.
“Everything in music has gone virtual. It’s a growth area,” Florez said. “If students can graduate with hands-on experience, like marketing roles and actual credits on recorded songs, they’ll have a real edge.”
In St. Augustine, where a vibrant community of musicians, retired performers, and professional touring crews all call home, opportunities abound.
Florez’s gift ensures students will have the skills, and confidence, to seize them, all while keeping Mike’s legacy alive in every note.
