WHEN it comes to local hip hop, the name Joe Flizzow is synonymous with the genre that has grown in popularity over the years.
After bursting into the music scene with the award-winning rap duo outfit Too Phat in the 1990s, Joe (whose real name is Johan Ishak) has flowed figuratively from strength to strength.
Four smoldering Too Phat albums down the road, the 42-year-old rapper went solo and kept ahead of the game by dropping two more personal albums.
In 2015, his song Apa Khabar, which also featured young rapper SonaOne, won awards at the prestigious Anugerah Juara Lagu (AJL) and Anugerah Industri Muzik (AIM) events.
The mellow track saw Joe waxing nostalgic about his past with fellow Too Phat cohort Malique.
But the talented rapper had his feet firmly set in the ground as he looked forward to improving himself and never stopped learning.
Dubbed "The President", the senior statesman of Malaysian hip hop formed Kartel Records and also flexed his enterprising muscles by establishing his own businesses, such as Joe's Barbershop and Joe's Kitchen in Subang Jaya.
In 2016, the songwriter and producer attended a short course for the Business of Entertainment, Media and Sports at Harvard Business School in the United States just to broaden his horizons.
WORKING TOGETHER
"I am the type of person who always looks at something from multiple angles. From that, I obtain all sorts of new knowledge. The process of learning is always a continuous one for me," says Joe during a Zoom interview.
Another part of Joe that follows in the spirit of hip hop music and rap culture is a sense of community and collaboration.
Over the years, the longstanding artiste has worked with a variety of astounding talents from Datuk Seri Siti Nurhaliza, the late Datuk Sharifah Aini, Datuk Seri Rossa, Amy of Search and indie artistes to regional hip hop personalities and international stars like Warren G.
His latest effort — the new single Ciao — reflects his ambition to connect as well as to reach out.
A collaboration with hot American Korean artiste Jay Park, the banging track also features young local rapper MK of K-Clique and is produced by Singaporean composer and singer Alyph.
"I'm always looking for that element of spirited fire. Because of that, I'm blessed and happy to be able to collaborate with individuals from various backgrounds in the creative industry," says Joe, remarking on what inspires him.
CREATIVE ECOSYSTEM
Talking about the hip hop scene in Malaysia, the rapper is elated that the genre has become strong with many talented artistes enjoying viable careers.
"Back then, it was just Too Phat in the limelight. But I wanted to expose people to the great talent that exists in our country.
"I wanted to build a whole ecosystem of creativity for the hip hop scene. That's why I had Kartel Records to push other talents and did things like the rap cypher show, 16 Baris," says Joe, who is also currently the managing director of Def Jam South East Asia.
After over two decades in the music industry, the rapper says he is still inspired by young talent.
"That's where the creativity is, so I never worry about staying relevant. It's always inspiring to watch youngsters in this genre who are born to be performers.
"After all, hip hop is all about competition. It's like a sport where anyone can bring their 'A' game to. That's why there are rap battles and it's natural for the competition to be an ongoing thing as well."
Joe adds that hip hop has saved lots of youth by giving them an outlet to express themselves in a creative manner.
"It's a positive force especially for inner city kids where they can channel their energy in a good and creative way, so that's a big plus for me," he says.
DOING WHAT HE LOVES MOST
The positivity is also reflecting back on Joe as the release of Ciao has been well received after creating quite a stir on social media.
"Of course I'm really happy that it has been trending. This shows that music fans are showing their support especially for hip hop music.
"It makes me feel blessed and I'm very thankful to be able to continue doing what I love most," says the Johor Baru-born rapper who tied the knot last June.
When asked about which local female artistes he would like to duet with in the future, Joe cites enduring pop and jazz chanteuse Datuk Sheila Majid and Los Angeles-based singer-songwriter Yuna.
"It would have to be the right time and the right project for the work to be something really special. But singing with Sheila would be a dream-come-true moment.
"And I have a lot of respect for my good friend Yuna, who has gone international and done the country proud. So working with her would be a great experience as well.
Joe adds that his aim is to also bring Malaysian talent, creativity and music to the international stage.
"I actually have enough material for an album but I chose to release my single first since the Covid-19 pandemic hit last year.
"With Def Jam SEA, we've also got several plans in store for this year which we will be announcing when the time comes.
"I believe that we are all blessed with a lot of potential and I would like to showcase Malaysian talent, creativity and music to the international stage," says Joe with a smile.