As a prolific solo artist, a member of acclaimed group The Four Owls, and the driving force behind one of Britain’s most influential hip-hop labels High Focus Records, Fliptrix has spent decades carving out his legacy in the underground. With his eleventh studio album Elevation on the horizon, we thought it was about time to shine a light on Fliptrix’s massive contribution to UK hip-hop and the conscious themes running through his music.

Fliptrix’s 2007 debut Force Fed Imagery laid the groundwork for his independent lyrical style. At the time, Low Life Records dominated the scene and Fliptrix was hoping to release music with them in 2010, but the label collapsed. On the advice of UK hip-hop veteran Jehst, Fliptrix founded High Focus Records that same year and spearheaded a renaissance in UK hip-hop.

Initially just a vehicle for his second album, rappers like Jam Baxter and Leaf Dog caught wind, and the label quickly grew. With Fliptrix at the helm and a DIY hustle, High Focus embraced a 1990s boom-bap revival and gave home to a new generation of UK talent. In 2011, he joined forces with Verb T, BVA and Leaf Dog to form The Four Owls, a supergroup of sharp-tongued MCs with airtight chemistry, that quickly gained cult status.

High Focus continued to grow in tandem with The Four Owls’ success, with a prolific, tight-knit output and a roster that appeared all over one another’s records and toured together to cultivate a dedicated fanbase, completely reinvigorating British hip-hop in the 2010s. By 2014 major UK venues were packed with young fans at sell out shows across the country, and High Focus was racking up millions of YouTube views, as well as putting out early releases from Rag’n’Bone Man and Ocean Wisdom whilst The Four Owls third album Nocturnal Instinct attracted features from US hip-hop royalty DJ Premier, R.A. The Rugged Man, Roc Marciano and Kool G Rap.

Amidst all this, Fliptrix’s own identity as an artist has remained uniquely distinct, defined by conscious reflection. Consistently delivering positive and thoughtful messages in his rhymes, he aligns with the socially aware tradition of UK hip-hop forebears like Task Force and Jehst, with his albums becoming increasingly spiritual as his career progressed, exploring ideas about the world, the universe, and what it is to be human. Contemplating existential questions of spirituality, mindfulness, and environmental awareness, Fliptrix is deeply concerned with getting closer to nature and away from the rat race, promoting self-empowerment and mental elevation.

A thinking man’s MC with refreshing optimism, Fliptrix has grown High Focus into a thriving ecosystem for UK rappers and a cornerstone of UK hip-hop, starting as a DIY label and evolving into a movement and a community championing lyricism, authenticity, and hard work. His forthcoming album Elevation is a 19-track conceptual project packed with guest talent, and represents the culmination of his spiritual, mental, and musical values seeking to elevate the listener with his most diverse and star-studded release yet. Jungle icon General Levy, Boy Better Know veteran Frisco, and singer Ayah Mara all appear alonside underground rap stalwarts Da Flyy Hooligan, Kamakaze and Coops, whilst the epic track Dangerous boasts no fewer than 19 guest MCs on a single song, all anchored by Forest DLG’s production and artwork. Blending laid-back reflective styles with high-energy bangers and uniting voices from across the spectrum, Elevation is a statement of unity and a showcase of talent.

When did you first realise rap was going to be more than just a hobby?

What did the scene feel like when you began compared to today?

Did you have grand plans for High Focus in the beginning, or was this the work of fate?

What are the core values that are essential to High Focus?

What do you think the label has given hip-hop that was previously missing?

The Four Owls were iconic instantaneously. What is it about the combination of Leaf Dog, Verb T, BVA and yourself that works so magically?

Can you speak about positivity as resistance, since it’s such a persistent theme in all of your work?

You’ve purposefully distanced yourself from the industry, city and nightlife to live closer to nature. Can you talk about the impact these kind of decisions have on an artist’s career?

Tell us more about what you’re seeking to achieve on Elevation, and why you’ve chosen Forest DLG as the ideal creative partner?

Can you run us through some of the guest features on the album and why you invited them on board?

High Focus events are a fantastic party every time, was that always an objective of the movement? Can you shout out your favourite venues up and down the country?

What do you hope people get out of listening to Elevation?