Flexi's Simone Guerra: A life of Music

Simone Guerra grew up immersed in music, inspired by his father, Lorenzo, who taught him that running a record store is about passion, perseverance, and authenticity. Lorenzo remains an active part of Flexi, their family-run shop, where personal connections and loyalty from diggers are valued above all else.

Under Simone’s leadership, Flexi has become more than a store—it’s a cultural hub. To celebrate its 40th anniversary, Simone launched Musica Solida, a vinyl compilation series showcasing diverse electronic sounds. He also founded Flexi Cuts in 2016 to release music independently, collaborating with artists from around the world while maintaining a focus on the Italian sound.

Simone’s approach to music is rooted in versatility, blending genres and prioritising the right vibe over trends. His work, whether as a DJ, producer, or cultural advocate, reflects a commitment to quality and community. With Flexi thriving as both a store and a cultural platform, Simone continues to honour his family’s legacy while pushing music into the future. With so much happening for him right niw, we checked in with him to find out more… 

Growing up surrounded by music, what was it about your father’s work that first sparked your curiosity, and how did it shape your vision for Flexi?

Lorenzo, my father, who is still actively involved in the shop—offering 'ad hoc' consultations, searching for rare records, and managing the black music section—taught me that running a record store is all about daily passion, face-to-face hard work, and persevering through tough, discouraging times when you feel out of place. But above all, you have to keep it real.

No sponsored reel or social media campaign can replace the loyalty and trust of dedicated diggers who have been supporting you for years.

Flexi is celebrating its 40th anniversary this year — what does that milestone mean to you, and how are you planning to mark the occasion?

Flexi celebrated its 40th anniversary last year (we opened in May 1984), but we’re still wrapping up the final wave of celebrations.

We hosted five events, including an unforgettable street party in May 2024 and a final in-store session with LTJ Xperience in December.

We also created a special photo book featuring exclusive materials, hidden gems, and the best musical moments from the past four decades—from our opening to the present. It’s a truly valuable and significant piece, and we still have a few copies available on our Bandcamp page.

We launched a T-shirt and merch series in partnership with Supernulla Creative Studio.

We also released a new vinyl compilation called Musica Solida, celebrating the store. This compilation is set to become an ongoing series, welcoming a variety of artists to the label in the future.

Flexi has been through significant changes over the decades. Was there ever a moment you thought about stepping away from the store? What most the most challenging period for you? 

My father, Lorenzo, considered closing or selling the store a few times between 2001 and 2005, during the first major music crisis in Italy. Fortunately, he was never fully convinced to go through with it.

Another incredibly challenging period came in May 2023, when a flood destroyed part of the store. It was the worst-case scenario, but in an unexpected way, the moment of deepest despair became a blessing. We were moved by the overwhelming support, closeness, and help from our community. (We also talk about this in the book.

Vinyl sales have fluctuated a lot over the years. What’s been your strategy for keeping Flexi afloat while staying true to its roots?

As I mentioned, I believe we’ve endured because we’ve built a strong community and a loyal customer base that trusts us. There’s something irreplaceable about a physical store and having someone there to talk to you about music.

Spending half an hour helping a shopper find a rare record is time far better spent than creating a post on Instagram.

One of the biggest challenges in the industry today is the price of records, especially new vinyl. A new LP can cost €35–38, which is crazy. It makes it harder to encourage people, particularly young people, to explore and invest in new music.

I think part of the problem lies in the “bubble” surrounding vinyl—a trend that has turned something musical into more of a fashion statement or status symbol. Coloured records and limited editions clog pressing plants and create speculation that disadvantages small stores and independent labels.

This makes it harder than ever to discover quality music in the constant flood of releases. I hope that makes sense.

Flexi has become more than just a shop—it’s a cultural hub. How do you foster that sense of community today?

Yes, that’s why 12 Pollici Social Club was created—to channel and nurture the cultural and artistic energy from the community around Flexi into a cultural association.

Through this initiative, the 12 Pollici collective and I organise cultural events, collaborate extensively with the local network, and, most importantly, keep the underground spirit alive.

What motivated you to take Flexi from being a store to launching Flexi Cuts as a label?

In 2016, I wanted to produce music as independently as possible. With several demos ready, I decided to stop relying on inbox labels and created Flexi Cuts—a natural spin-off of the store.

The project initially aimed to promote local artists, but it soon expanded. We’ve since collaborated with artists from all over the world, from Japan to Australia, via Poland and back to Italy, while always maintaining a strong focus on the Italian sound.

Over the past nine years, the market for labels and vinyl has changed significantly. When I released Flexi 001, it was a different landscape.

Flexi 001 sold out almost immediately and was very well received by the scene. Back then, things were a lot simpler—there were fewer barriers, more spontaneity, fewer posers, and, most importantly, it was much more sustainable in terms of costs and returns.

Nowadays, if a release doesn’t do well, you often have to cover the losses just to fund the next one. It’s a real mess.

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The Musica Solida series sounds exciting. What’s the vision behind it? And can you tell us a bit more about that one? 

The 12 Pollici Social Club launched a video and streaming series on YouTube called Musica Solida, featuring DJs spinning vinyl in some beautiful locations across Italy. Inspired by this concept, I decided to name the Musica Solida compilation on Flexi Cuts after it—a vinyl release dedicated to the store’s 40th anniversary.

The first volume was released in summer 2024 and featured artists like DJ Rocca, Club Soda, The Mechanical Man, Lex & Locke, and Hiroyuki Kato. In just two weeks, you’ll find Musica Solida Volume 2, which includes a track by me as Relative, alongside Minimono (Fabio Della Torre and Ennio Colaci), DJ Rou, and Delphi (half of Tiger & Woods). And there’s plenty more to come—Volumes 3, 4, maybe even 5 or 6—who knows?

The goal is to unite different styles of electronic music, ensuring they complement rather than clash, creating records that stand the test of time. The name Musica Solida reflects its mission—music that stays solid, timeless, and enduring, which is also the essence of Flexi Cuts.

Flexi Cuts has a reputation for showcasing both newcomers and established artists. How do you strike that balance when curating releases?

It’s very hard. As I mentioned earlier, running a small, independent, DIY label means you can fall, and getting back up can be incredibly challenging.

Over the years, I’ve seen many “newborn” labels launch a release or two, only to disappear because they couldn’t sustain themselves.

I’ve been fortunate to collaborate with and gain recognition from some notable names in the scene, but at the end of the day, the most important thing is selling the record. And to sell the record, the music has to be good. The most successful releases on Flexi are those that “sell themselves” with minimal push—simply because the music is of an objectively high standard.

In the end, the music is the message, and that’s what matters most. The challenge is finding the right balance—how much to invest in the release, the artist, and the promotion—while ensuring the sales and long-term returns make it all worthwhile.

How do you see Italian music influencing the global dance scene today?

Ah, another tough question. I don’t pay much attention to the “Italian scene” in the global dance scene because, to be honest, it can be a bit boring at times. However, I do believe we have some incredibly talented individuals here, many of whom are overshadowed by the mainstream. These artists often stop performing or producing music due to a lack of opportunities, local support, and the right environment.

The “hidden” talent among many Italian DJs and producers is, in a way, a reflection of the hypocrisy and failure to unite and build a cohesive scene. The Italian scene is there, it’s growing, but it’s fragmented into so many parts that it often gets lost and becomes irrelevant compared to other countries.

It’s also worth mentioning that Italy’s club culture is politically and legally behind, which makes it harder to foster a unified, thriving community.

As someone deeply involved in every aspect of music—from selling records to producing them—how do you stay inspired and keep your creative energy flowing?

It’s all about balance—mental and physical. Balancing family, friends, relaxation, sports, and hobbies is essential.

Over the past three years, my biggest creative flow came from working with my live band, Club Soda. It pushed me to step away from the traditional producer’s mindset and embrace a “less is more” approach to creating music live. We put a lot of effort into our work, and it was an incredible blessing for me.

In the last year and a half, the Club Soda collective has slowed down a bit, so I’ve returned to working in the studio on my own. With the experience I gained from the band, I feel really satisfied with what I’m creating now.

Another key source of inspiration comes from the store. Listening carefully and staying focused there always feeds my creativity.

Your influences range from Marvin Gaye to Giorgio Moroder to Daft Punk. How do such diverse styles manifest in your music?

I’m not a DJ confined to one genre of music. I believe there’s a time for a soul track, a Chicago house track, an Italo-disco track, a minimal techno track, and so on.

My roots are in black music, thanks to my father and the soul of Flexi. Over time, I’ve drifted from some of those roots, falling in love with house music when I learned to mix as a DJ.

I’m not a hardcore “seeker” or an incredible digger; instead, I focus on finding the right record for the right vibe—even if it’s something like Modjo’s Lady, a super classic, rather than an obscure, unattainable record.

You’ve spoken about the importance of quality over quantity at Flexi. How do you define “quality” when it comes to the music you release or sell? 

Flexi is a medium-sized shop (80 square metres), but we simply don’t have the space to stock all the vinyl in the world. So, we apply a kind of filter to the music we sell.

For example, we focus heavily on used vinyl and second-hand rarities—records that sound great, have been well cared for by their previous owner, and will bring joy to a new digger. When it comes to new music, we’re careful to buy only what we can realistically sell within a certain timeframe to avoid overloading the shelves.

It can be stressful because there’s an overwhelming amount of new music released every day, and curating a strong catalogue of quality releases is no easy task. Inevitably, you’ll miss something—and those missed records often end up feeding the Discogs sharks.

What role do you think vinyl plays in today’s digital-heavy music world, and why does it remain so vital to Flexi?

I believe vinyl remains a solid marketplace. Music lovers who buy vinyl—whether they’re DJs, collectors, musicians, or enthusiasts—tend to stay loyal to it for life.

The biggest issue today is the price of records, which has become unaffordable for many. That’s why it’s so important to focus on quality used records as well, offering a more accessible option for those passionate about vinyl.

Can you share a memorable moment from your time as a DJ that reflects what music means to you? 

I absolutely love warming up or playing the closing set.

One memorable moment was at a gig at a beach club nearby called Que-Vida. We were preparing for a Friday dance night when a sudden rainstorm hit. In the end, we decided to go ahead with the party and moved everything indoors under the club’s roof, hoping for at least a decent evening despite the weather.

What happened next was unbelievable—through a combination of factors, it turned into one of the most unforgettable nights in recent years, with incredible energy and an amazing crowd that brought the vibe to life!

Flexi has been a family business since the beginning. How do you think that foundation has shaped its legacy? 

Hmm, yes, I hope we’re on the right path, but nothing is certain, and our journey is no easier than anyone else’s.

Maybe we can reconnect in 50 years and see how it all turned out?

Looking back at Soul Searching and other works, how do you see your journey as ‘Relative’ evolving?

Yes, as I mentioned, I’m back in the studio and ready with lots of new music, demos, collaborations, and projects. However, over the years, I’ve learned that rushing is the enemy of focus and quality. Since I want to create something that lasts, I’m taking my time and waiting for the right moment.

Rest assured, I’m always part of the Flexi network, contributing through various collaborations and productions happening in the background.

Keep up with Flexi Cuts on Bandcamp

Buy/listen to Musica Solida Vinyl Sampler 2, ft. Minimono, Delphi, Relative and DJ Rou here