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 new 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?

I knew I was going to take it seriously when I released my debut album ‘Force Fed Imagery’ back in 2007.

I also knew from the age of fifteen that I wasn’t going to be a miserable commuter going to work in the city. I used to see them on the train when I was heading to school and I just knew I didn’t want to become one of them. I already had a creative mind and a do-it-yourself, hustling attitude. Before I started making music I was filming and editing skate videos on VHS, duplicating them, printing covers and selling them at skate spots.

I used to go and knock on people’s doors and ask if they needed any odd jobs done so I could make money to buy stuff. That same energy just spilled over into the music and as soon as I had my first album pressed I was on the streets, at all the shows trying to hustle it to anyone who would listen.

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

It felt more raw and organic. Looking back it was actually still pretty formative in terms of how the scene has evolved since. That being said, there were still a number of incredible generations that came before us that we could look up to and be inspired by.

I’d say it’s a lot more saturated today, everyone is making beats and rapping these days. When we started out it was definitely a more niche thing to do.

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

As soon as I decided to do it I had big plans, however, I do think there was a lot of fate at play as well…

Particularly in the early days, say the first three years, there was definitely something special going on with the scene and subsequently the label, some really incredible times were had, we pulled an incredible group of artists together on High Focus and really pushed the culture forwards, not just in the UK but in many other countries across Europe, Australia etc.

We continue to make a big cultural impact on the scene in 2026. I’ve seen hundreds of HF tattoos over the years, the love is real.

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

Real music for real people. Quality music with a message, delivered on multiple physical formats with high attention to detail and a big focus on live shows and face-to-face connections with fans.

Being independent is very important to us as is artist-to-artist connection. I think the reason HF works so well is that everyone who works at the label is an artist in their own right so we are able to relate to each artist and their particular needs. No two releases are ever the same.

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

I think we just shook the scene up to be honest, we did stuff people hadn’t done before. A lot of our artists are very unique and were a breath of fresh air. We showed that it was definitely possible to make a full time living from rap music in the UK which I know a lot of people thought was impossible before we did it.

I also think we helped reignite a scene that was becoming slightly dormant and pushed it further than the people who had come before us. It is amazing to see new generations continue to push the envelope in exciting new ways.

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

I think there are a number of factors. In the beginning, myself and Verb T were really good friends from South London who regularly did shows together, whereas, Leaf Dog & BVA were the same but from the South West of England.

We were already like two separate teams so when we came together the force became even stronger. The overall vision, the name, the masks, it all played a huge part as it wasn’t something that hadn't ever really been done in our scene.

Leaf Dog’s production is also a massive factor; that raw, Wu Tang energy. That combined with 4 x vocalists rapping in their own UK accents about relatable, conscious subject matter really connected with people worldwide. We made a lot of conceptual tracks while also keeping the true essence of hip hop alive and people related to it big time.

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

We really do shape and manifest our own reality.

A lot of how you feel is down to perception. Two people could perceive the same situation with very different feelings so you can speak about positivity as resistance.

Whatever life throws at me I will try to view it as positively as possible, seeking out the deeper meaning to try and learn any life lessons, so even if it’s a more negative situation, the lessons will be learnt the first time round so the cycle doesn’t repeat itself.

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?

Moving to another country to live off grid has only impacted me and my family positively. In terms of what I talk about in my music, the spaces I find myself in and the mind state I am able to channel when I create.

I think it was a natural progression for me as an individual but also as an artist. These themes have been running through my music for years so it was only a matter of time before I made them a reality.

The fact that High Focus, Fliptrix and The Four Owls were fully established made the move much easier as we were fully established.

Also, living in an online world as we all do these days means we can basically be located anywhere and still keep it moving…

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

The new album has an overarching theme of elevating the mind, body, soul and spirit.

Themes spanning transformation, generational trauma, energy, addiction, praising the divine feminine, societal change, self belief, positivity, run through the record.

I needed a producer who could match the energies I bring and Forest DLG was definitely the right man for the job.

We’ve done many songs together, he’s also mixed and mastered all of my solo material over the past fifteen years as well as a lot of the High Focus catalogue. I’ve always held his production skills in high regard so it was only a matter of time before we connected on a full length album. 'Elevation' is that record.

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

We really pushed the boat out on the features as a means to turbo charge the ‘Elevation’ concept. To build bridges with other scenes and showcase our music to likeminded fans…

We’ve got the legendary General Levy on ‘Energy! Energy! Energy!’ And who better to link up with than the seminal voice of the jungle scene. We also worked with Frisco from Boy Better Know on ‘Visionaries’ and Kamakaze on ‘Mighty’, both big names in the grime scene. Forest and I really respect their music so they were great to connect with. We also teamed up with Ayah Marah on ‘Transform’ and it is great to have Ayah’s energy on the project and she really takes ‘Transform’ to the next level.

High Focus events are a fantastic party every time, was that always an objective of the movement? Also there is an ‘Elevation’ tour in May / June 2026 with DJ Jazz T, can you let the people know where they can see you and shout out your favourite venues up and down the country?

As mentioned previously the live element has always been a key pillar. I went to so many shows growing up which inspired me as an artist but also as a promoter too. For me, there is nothing better than doing an epic show and performing new songs to a receptive audience. Over the years we’ve done some incredible shows, including High Focus shows at Brixton Electric & Scala in London, and venues like Lakota, Motion & SWX in Bristol.

I’m going to be taking ‘Elevation’ on tour with DJ Jazz T this MAY/JUN with shows in London, Brighton, Bournemouth, Bedford, Manchester, Birmingham, Tunbridge Wells, Newcastle, Southampton, Bristol & Dublin. We’ve lined up some epic support and if you’ve ever seen me live before then you know the vibes are high and if you haven’t, come get involved for the experience. Tickets available now from the shows section on high-focus.com it’s gonna be lively.

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

I hope it lifts the listeners mood and spirit. I hope they take something away from the listen that helps elevate them to a higher place of being.