Farley Flex, a household name on the Canadian music scene, has been actively developing the urban market since the mid-80s. He began as a concert promoter and artist manager, managing Canada's most successful solo rap artist, Maestro.
"Farley is our Mountain of Soul, with a heart of gold," said Canadian Idol Executive Producer John Brunton. "He approaches everything he does with enormous integrity...and of course he injects our panel with 'crazy flavour'."
As the original music director for Toronto's FLOW 93.5, Flex was very instrumental in submitting the CRTC applications that resulted in the first urban radio license in Canadian history. Since its launch in February of 2001, FLOW has built a strong and loyal audience. The popularity of FLOW has prompted other mainstream stations to adopt a more urban hip-hop sound. Since then, five other urban licenses have been awarded by the CRTC. Flex was instrumental in the successful CRTC application for Standard Broadcasting's urban radio station Vibe in Calgary and the CHUM/Milestone
(FLOW) urban radio station in Edmonton.
Flex has spent his entire career discovering, promoting and developing new Canadian talent such as Canadian Idol runner-up Gary Beals -- who was recently nominated for a 2005 Juno Award -- as well as artists Toya Alexis and Belinda Brady, who are releasing debut albums this spring. In addition, Flex has been a recipient of the Bob Marley Community Role Model Award for his commitment to community development - especially as it pertains to youth. He also serves as a member on the board of VideoFACT, which is charged with funding the production of music videos for independent Canadian artists.
VideoFACT has funded over 2,700 projects by giving out more than $25 million to date. Some of Canada's most successful musical acts have benefited from this invaluable service including, Celine Dion, k.d. lang, Kardinal Offishall, The Matthew Good Band, Jully Black, Swollen Members, Blue Rodeo, The Rascalz, Glenn Lewis, Sloan, Treble Charger, Sum 41, Hawksley Workman, Maestro, Bruce Cockburn, Great Big Sea and Sarah McLachlan, to name just a few.
Flex has also spent time on the FACTOR board (Foundation to Assist Canadian Talent on Record), helping Canadian artists with financial assistance in the recording of music. Flex was also involved at the board level of the Canadian Independent Record Producers Association (CIRPA), which is the trade organization representing the independent sector of the Canadian music and sound recording industry.
Former Vice-President of Business Development for FLOW 93.5 FM and Canadian Talent Development Chair, Flex is also a principal founder of Plasma Corporation, a music and media company based in Toronto, Ontario. With Plasma, Flex currently has in development various projects for television and film.