Tony Zuccaro performs at charity event in Florida
4 years ago
United States Flor, an indie pop band formed in Hood River, Oregon, has evolved from high school bandmates to a recognized act, touring with notable artists and producing multiple studio albums.
A partner for artists, actors and brands whose talents and creativity can move the world. They are a community of forward-thinking visionaries, dedicated to working with individuals who possess artistic talents and whose creativity can inspire global change.
Co-Founded by Matthew Reich, this company builds cultural ecosystems, live experiences and partnerships at the intersection of music, brands and impact, indicating a framework for musical talents to engage with brands.
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Rosa Asciolla, Head of Artist & Label Partnerships in North America for Spotify, leads a team that works directly with artists and managers, facilitating partnerships and support on the platform.
The band Flor, originally named Sunderland, began in Hood River, Oregon, when Zach Grace (lead vocals, guitar, keyboards), Dylan Bauld (bass guitar), and McKinley Kitts (guitar) attended the same high school. They later recruited Kyle Hill (drums) through Craigslist. This quartet then relocated to Los Angeles, rebranded as Flor, and collaborated with photographer and designer Jade Ehlers to develop their distinctive visual identity. Their musical journey officially commenced with the online release of their debut single, “heart,” in 2014, followed by the “Sounds” EP that October and the full-length “Sights & Sounds” in 2015.
A significant turning point came in the fall of 2015 when Flor toured with Halsey, gaining exposure and refining their stage presence. In 2016, they signed with Fueled by Ramen, which reissued their “Sounds” EP, further solidifying their industry presence. Their debut album, “come out. you’re hiding,” was released on May 19, 2017, with its lead single “guarded” dropping on the same day. This was followed by their second studio album, “ley lines,” on September 6, 2019, which explored themes of personal connection and purpose through its twelve tracks.
Continuing their career progression, Flor released the EP “reimagined” in early 2020, featuring new versions of their songs and a cover of Coldplay’s “yellow” with Misterwives. In 2022, they released their third studio album, “Future Shine,” which they describe as a return to their creative roots and a “soundtrack for transitional moments in life.” The band members have noted a focus on creating music that is both optimistic and reflective of their shared experiences and growth. McKinley Kitts announced his departure in February 2023, making Flor a trio, and Dylan Bauld departed in January 2025. They have since released new music independently, marking a new phase in their career.
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