Fliptrix: “I’ve ticked off so many milestones that I am extremely proud of what I have achieved…”

Navigating the choppy waters of the music industry in any way is a challenge. Whether you run a record label, promote gigs, or are an artist in your own rights, those of you with weaker dispositions are just ripe for the picking in this industry, which has cast aside many who take their chances without being fully prepared.

One man who has taken the scene on as both a record label owner and an artist is hip-hop star Fliptrix. For fifteen years, the man has headed up hip-hop record label High Focus Records, while 2024 also saw him release his new and tenth record, Dragonfly.

In our latest Cover Story, V13 sat down with the man himself to talk about his journey of discovery while writing Dragonfly and the changes he has seen throughout fifteen years in the music industry.

You’ve just dropped your excellent new record, Dragonfly. How does it feel talking about your tenth album?

“It feels great, but also kind of surreal to be at a point in my career where I’m releasing my tenth solo album. I’m super happy with it and it’s being received really well. I’m just documenting my life’s journey through the creative medium of music and as long as I continue to enjoy that process there will be new music from me.”

It’s another massive milestone in your musical journey. What were your ambitions when you set out?

“I always knew I wanted to be prolific. I want to create bodies of work that stand the test of time; classic records that people will remember and come back to for years to come. I founded High Focus for the same reason; to create a legacy. For me it’s as much about what I’m doing while I’m alive as about what I leave behind when I pass on. I want to be remembered as someone who did something positive with their life and really made a difference to many people all over the world.”

“I’m just documenting my life’s journey through the creative medium of music and as long as I continue to enjoy that process there will be new music from me.”

Do you feel like you’ve achieved everything you wanted to achieve by this point?

“I’ve ticked off so many milestones that if I stopped now I could look back and be extremely proud of what I have achieved. High Focus Records will be fifteen years old next year and I’ve been releasing music for nearly two decades and I’m still here on top of my game. I’ve toured the world, made classic records, collaborated with legends like DJ Premier and Greentea Peng so I’m definitely happy with what I’ve achieved.”

V13 – Cover Story – Issue68 – Fliptrix

Let’s talk more about the record. I’m intrigued as to why you went “off grid” to write and record it and how that changed the whole process?

“I’ve been living off grid for four years now, so I didn’t go off grid to write it as such, that’s just how I live now. It’s an extremely satisfying and rewarding way of life and it definitely affects my music-making process, mostly in terms of sourcing inspiration from the peaceful settings that surround me.”

As a songwriter, what did you learn about yourself by shutting off the world to write Dragonfly?

“Writing Dragonfly was musical therapy after the sudden death of my Father. I’ve always used music as a means to express how I feel, but with such deep emotions after losing my Dad it took the therapy to a new level. I was definitely channeling when I was writing and I could feel his presence while making the record. I know he’s really proud of me for doing it and for everything I’ve achieved. It was a beautiful and therapeutic process.”

What do you hope the listener can take away from the album?

“I hope it takes the listener on a journey and offers up some different perspectives on things they may not have considered before. I’d like them to feel uplifted and inspired to return to listen again and again.”

Like I mentioned earlier, this year is about milestones. One being fifteen years of High Focus Records. What have you learned about the industry during that period?

“I’ve learnt a lot! Mainly that it’s an ever-changing industry and you have to be willing to adapt otherwise you will get left behind. The main thing is to have real self belief in what you want to achieve. If you love something everything else will follow.”

The record industry has gone through some massive changes. As someone who has seen those changes firsthand, what have been the most enjoyable / toughest challenges?

“The most enjoyable moments were how big the live shows got; the High Focus showcases were selling out massive venues like Brixton Electric and Koko in Camden and we made some incredible memories in those times. Also, when everything was blowing up on Youtube in the early days that was also cool to witness. These days, the whole social media side of the industry has become a bit of a slog; I don’t know many artists who enjoy that side of things, but it is necessary to keep up the wider conversations surrounding the music.”

“The main thing is to have real self belief in what you want to achieve. If you love something everything else will follow.”

How have those changes affected the UK hip-hop scene as a whole? Have they helped the scene grow or been detrimental to its growth?

“The live shows definitely helped the the scene grow and made more promoters come on board, festival bookings and more artists / other labels became inspired to put on their own shows. The same applies with YouTube & socials; it definitely all has a positive effect in promoting the scene.”

What advice would you give someone looking to start a label in 2024?

“Do it because you love it, make sure it’s what you really want to do and that you have enough time and dedication for it. Do something unique and push boundaries with your releases. Also, make sure you have proper agreements in place so everyone knows where they stand.”

And just to wrap up. Looking back over the past fifteen years, how would you sum up that period of your life, AND what are your hopes for the next fifteen?

“The last fifteen years has been a truly epic journey of creativity and hard work. It’s been incredible to be a key player in such a great movement that has made its way to so many corners of the globe. I’m really thankful to all of the people I’ve met along the way and to all the great times we’ve had. My hopes for the next fifteen is to continue to grind away and keep building the legacy.”

For more information on Fliptrix or High Focus Records, visit the official website.