Shoes didn't rock his world so Jonathan Fluevog, the eldest son of shoe designer John Fluevog, is focused on rocking Vancouver's music scene.

Fluevog's music studio Vogville Recording is presenting Vogville's Day and Night Festival, Feb. 19, with a dozen bands amped to get the springy floor throbbing at the Vancouver Alpen Club at Victoria Drive and East 33rd Avenue.

Fluevog's keen to present a range of acts at the all-ages daytime and adults-only evening shows. He's been told too many all-ages gigs in Vancouver focus solely on metal, whereas bands Autumn Portrait, By Starlight, City of Glass, Clockmakers, TV Heart Attack, Lakefield and Cosmic Debris cover a range of genres.

Ska band Los Furios, rootsy act The Matinee and rock band Run the Red Light make up part of the evening roster.

Fluevog said he wants to give hardworking local bands the opportunity to play to larger crowds. Instead of performing in front of 100 devoted fans at The Railway, Media or Shark clubs, he hopes the indie talents will see audiences of 500 by day and 500 by night.

Fluevog co-founded a small recording studio in a Vancouver basement in 1991 with the help of partners and a modest bank loan. A couple of years later, he relocated to Port Coquitlam and opened Vogville Recording as its sole owner. Last year, the B.C. Country Music Association named Vogville 2010 studio of the year.

"Everyone thinks daddy bought me a nice studio," Fluevog said.

But in reality, he says, he started with $30,000, modest gear and built his studio up over time in response to what musicians wanted.

The graduate of the Centre for Digital Imaging and Sound in Vancouver believes his formula is working. Fluevog says his studio was vacant only 10 days last year. Matthew Good recorded at Vogville for seven weeks and Fluevog has provided hundreds of artists and groups including K-OS and local rock band Jet Black Stare a place to record.

"There's a lot of country that's come out of the studio," Fluevog said. "In fact, there's like seven songs on Canadian country radio right now, across the country, that have been done at Vogville."

Fluevog started managing the band The Light Machines a couple of years ago. They'll spark up the night portion of the Vogville festival with their brand of indie pop and their album launch.

In addition to what he hopes will become an annual festival of bands that haven't all worked with Vogville Recording, Fluevog is about to launch a series called Vogville Presents that will bring three local bands to various venues around town. One of the three featured bands is to record one song at Vogville and be filmed behind the scenes, so that these glimpses can be shared with concertgoers.

Now that he's experienced recognition and success, the 37-year-old father of a five-year-old who has another kid on the way, says he's keen to share his fulfillment with others.

"A big personal goal for me this year was to really do things that impact people's lives in a positive way that's just bigger than just me," Fluevog said. "...Being more community oriented, you get a much better feeling."

To that end, the son of the famed shoe designer and of '60s supermodel Kecia Nyman asked Quest to set up a booth at Vogville's Day and Night Festival to spread awareness of the organization's work redistributing food, which would otherwise go to waste, to those who need it.

The all-ages show runs noon to 7:30 p.m. and the licensed show for adults from 7:30 p.m. to 1 a.m. Advance tickets ($10) are available at Zulu, Scratch, Neptoon and Red Cat records, or $12 at the door.

crossi@vancourier.com