Fliptrix, the mastermind behind High Focus Records, emerged in the late 2000s quickly gaining recognition for his intricate wordplay and conscious lyricism. Since then, he’s released a whopping ten solo albums, as well as his work as one fourth of acclaimed hip-hop group The Four Owls with fellow rappers Verb T, Leaf Dog and BVA.

High Focus was born in 2010 after the collapse of Low Life Records left Fliptrix’s debut album without a home. On the advice of Jehst, Fliptrix started his own label, and what began as a DIY solution quickly snowballed, releasing work by Jam Baxter and Leaf Dog. At the time, the British scene had been overshadowed by grime, whilst High Focus championed the boom-bap sound of classic hip-hop, taking influence from UK legends like Task Force & Skinnyman. With authenticity and loyal fans from day one, Fliptrix describes the label as a collective where the musicians control their writing, beats, videos, and artwork, while the label helps with marketing and distribution - artists running the label for artists.

Over 15 years, High Focus Records has grown from a scrappy startup to what many consider the UK’s leading hip-hop label, becoming a home for a generation of British rappers and producers. Dirty Dike, Verb T, Jam Baxter, Leaf Dog, Edward Scissortongue, Dabbla, and a teenage Ocean Wisdom all released critically acclaimed records that resonated with fans hungry for raw, witty rap, managing to expand the palette of UK hip-hop while maintaining an extremely high quality bar. High Focus has released dozens of albums, EPs, and single since 2010 and the crew has basically been touring for a decade straight, frequently selling out venues across the UK. High Focus is widely credited with rejuvenating the UK hip-hop underground and giving it sustainable infrastructure, keeping the torch burning and pushing the community forward. Fliptrix’s brainchild became the hub for a whole movement, proving that artists with a vision and no corporate backing could not only build something for themselves but elevate a whole scene. From one man pressing up his own CD out of necessity, to a label with global reach, their journey is a case study in building a scene from the grassroots.

We caught up with Fliptrix to find more:

You dropped your TENTH album Dragonfly on High Focus last year. Do you feel your message has changed or evolved since the beginning?

Are there any tracks on Dragonfly that felt particularly cathartic or significant?

You’ve always leaned towards positivity in your lyrics. Has that been harder to maintain over the past few years?

When did you first get the sense that High Focus was turning into something big?

What are the toughest lessons running a record label?

What’s been the most surreal or proudest moment of the last 15 years of High Focus?

If someone were discovering the label for the first time, which records would you point them towards?

How do you choose who becomes part of the family?

Do you feel respected at this point as a label, or are you still dirty outsiders?

What is the ultimate goal of High Focus?