Cover Joe Flizzow
Joe Flizzow
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As a rapper, entrepreneur, and producer, Joe Flizzow has shaped the Malaysian music scene with his bilingual lyrics and cultural commentary
Widely regarded as a pioneer of hip-hop in Southeast Asia and Malaysia, Joe Flizzow (Johan Ishak) has a sharp business view of the music scene in Malaysia. The former frontman of rap duo TooPhat has carved a successful career as a rapper, songwriter, producer and entrepreneur.
After TooPhat’s success, Joe launched his solo career with albums like The President and Havoc, the latter’s title track becoming a massive hit in Malaysia. His distinct rap style, blending Malay and English lyrics, and his ability to bring social and political commentary into his music struck a chord with Malaysians far and wide.
In addition to his music career, Joe Flizzow is also the founder of Kartel Records, a label dedicated to supporting and growing the hip-hop scene in Malaysia. It’s through this work that Joe has played a key role in shaping the nuanced identity of Malaysian hip-hop and he remains a significant role model in the genre today.
His advice for young musicians is to focus on building an organic fanbase, rather than chasing trends and viral moments. Sound words from someone who has gone from underground rap battles to international stages. Here, he shares the secrets behind his success, his advice to young artists, and his vision for hip-hop’s future.
What’s the last album you enjoyed listening to in its entirety?
That would be Victoria Monét’s Jaguar. I was really impressed by the musicianship. It’s probably the best album I’ve listened to recently, though it’s not exactly new. I was late to the party! It’s very musical, almost orchestral.
What about an album that has most inspired your work?
Hard to choose just one, but The Chronic by Dr. Dre, Nas's Illmatic, Jay-Z's Reasonable Doubt, Janet Jackson’s The Velvet Rope, and OutKast’s Aquemini come to mind. And of course, Snoop Dogg’s Doggystyle, his first album from 1993. Back then, hip-hop albums were treasured, especially when there was only one row of rap cassettes in the shop.
What do you wish you had known when you first started in the industry?
Fame has its pros and cons. Growing up, my mom was an editor, so I was around big names like the late Sharifah Aini. But fame wasn’t something I fully understood; it requires proper management. As a public figure, everything you do is under scrutiny, and I had to grow up faster because of that. It's something I still manage daily.
What’s one of the best or most worthwhile investments you’ve made?
Building an industry-standard home studio. It gave me the freedom to create on my schedule without relying on external studios. My studio is in my home, so I could set the vibe, and it’s where I recorded my entire Havoc album and SonaOne’s first album, Growing Up Sucks. Creating music with spectators around adds a different energy, like Andy Warhol's studio vibe.
What’s the best advice you’d give to a driven artist entering the industry?
Focus on building an organic fan base instead of chasing hit songs.
Start small—20 fans can grow into 100, and soon you’re playing to bigger crowds. Don’t rush to headline; it’s okay to start as the opening act.
Great performers are also entertainers—they engage with the audience, and it’s essential to master that.
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If you had the power, what would you change about Malaysia's music landscape?
TV stations need to support new talent instead of recycling established artists. Talent shows should discover, not exploit, veterans. There’s too much focus on data and ratings, which can lose the heart of music.
If not music, what would you be doing?
Football was a huge part of my life, and it taught me teamwork, leadership, and resilience. But I view myself as the 12th man or 12th player on the field: the fan. I’m still a fan and I knew early I would never make it in football (laughs).
I even worked in journalism, thanks to my mum. If not music, I’d still be in a creative field—maybe copywriting or film directing. I’ve always been intrigued by film but I’ve never really gone down that path.
If you could create your own slogan tee, what would it say?
“Mental kena kuat” (You need to be mentally strong). I even have it in neon in my office as a reminder.
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What's an unusual or absurd thing about Malaysia that you love?
The way aunties and mat rempits have one thing in common that meets in an amusingly Malaysian way: they wear jackets terbalik (backwards) and over their shoulders, with the front of jackets on their backs.
What was the last great Malaysian meal you had?
Yesterday at Lake Club—sotong bakar. It's the same guy cooking (since I was little), same taste. Sometimes there’s comfort in things staying the same.
This interview has been edited for clarity and length.
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Lynette loves travelling and dancing to Latin music almost as much as she enjoys period films and pastry desserts. She is constantly in search of the perfect nude lipstick and finds her best ideas through walks in nature.
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As the Editor-in-Chief of Tatler Malaysia, Lynette leads the content teams for print, digital and social media platforms of the brand. She has over 20 years experience in media, having been editorial director and editor-in-chief for lifestyle titles such as Cleo, ELLE, Esquire, Men’s Health, and Women’s Health.
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