Since Maxo Kream first broke through with 2015’s #Maxo187, he’s established himself as one of the most creative songwriters and storytellers in rap. On his 2024 album Personification, he ups the ante, imbuing the project with a heady concept organised around the various ways he has presented himself on record. There’s Trigga Maxo, hardened by the streets and inspired by the swampy Southern goodness of Houston’s rap tradition. Then there’s Punken, the character named after his childhood nickname, fond of nostalgia and simpler times. Kream also introduces Emekwanem, after his given name, representative of his responsibilities as a man and father. Personification finds Maxo diving into all of the themes presented by these different characters, a style exemplified on “Bibles and Rifles”. On the skittering, dance-inspired track, Maxo asks: “Is it heaven for a gangsta/Is it heaven for a G/The ones who rob, shoot or shank you but still take care of families?” It’s a question Maxo Kream ponders again and again on Personification: Is it too late to be good? Can hustlers find redemption too?