Over his decade in the rap game, Maxo Kream has evolved personally and artistically, but has always stayed true to himself. Now he drops Personification, his first new album since 2021’s Weight of the World, and its 2022 Deluxe Edition. Along with the album, Maxo dropped a new video for the single “Higher Than Ever,” featuring Rob49 and Skilla Baby. In the video, we see the trio mobbing outside and flexing some ice as each rapper hits their own salacious verses over a sinister drill beat. X-rated scenes cut in and out of the screen which visually creates an experience of a person having mental flashbacks of debaucherous parties and sex-fueled nights. Together the three rappers have cooked up a grimy, head-bobbing single that details some of the physical and material indulgences and experiences that Maxo recounts throughout the new album.
In Personification, Maxo hones in on his cinematic storytelling skills that serve to envelop listeners in his journey, as Maxo takes a look inward and tracks his evolution from street firebrand to acclaimed lyricist to respected entrepreneur. Throughout the album, the hip-hop veteran traverses many different eras of rap to tell the story through the guise of three personas.
The first of the three is Trigga Maxo, the blue headband-wearing citizen of the streets who stormed into the rap game with songs like “Cell Boomin” and projects like #MAXO187, melding traditional Houston rap with underground sounds and raw lyricism. Trigga Maxo gives way to Punken–a persona Maxo crafted on the album of the same title, named after his childhood nickname–reflecting Maxo’s elevated narratives and refined fashion sense, as songs like “Grannies” and albums like Brandon Banks established the Houston native as one of the finest storytellers in the rap game. The final persona is Emekwanem, Maxo’s birth name, which retains elements of Punken and Trigga Maxo, but subsumes them into a more mature package. Emekwanem is a business owner and family man, focused on building a lasting legacy and living a cleaner lifestyle. Fans saw glimpses of Emekwanem on songs like “No Then You A Hoe,” a single that pays tribute to Maxo’s father, who passed away earlier this year.
Maxo’s three personas intersect in unexpected ways throughout the album, which features guest appearances from heavy-hitting names in hip-hop. Personification includes singles like “Cracc Era,” which features a guest spot and production from Tyler, The Creator. Earlier this year, Maxo teamed with Surf Gang producer Evilgiane for the spritely “Eye Know” and “Bang The Bus,” which utilizes the sample of hit Frou Frou track “Let Go,” to create an ethereal drill single that earned acclaim from Stereogum, Rap Radar, Hits DD, and more. He teamed up with fellow Texan That Mexican OT for “Talkin In Screw,” a fiery tribute to DJ Screw and the South Texas rap scene. The rest of the album is similarly eclectic, with some sounds that borrow from all eras of Maxo’s career and others that launch the artist into heretofore unseen territory.
Personification is the follow-up to his 2021 album Weight Of The World, which earned critical acclaim from Pitchfork, NPR, Complex, and many others. The album featured collaborations with heavy hitters including Tyler, The Creator, A$AP Rocky, Don Toliver, and Freddie Gibbs, and was expanded with 2022’s Weight Of The World (Deluxe), adding features from Benny The Butcher, Anderson .Paak, Babyface Ray, and more. Maxo spent 2023 releasing more fiery collaborations, including “Bonecrusher” ft. Key Glock and “Whatchamacallit” ft. Luh Tyler.
Now in better mental and physical shape than ever before–Maxo has lost more than 75 pounds over several months–Maxo is ready to make a statement with his next album. Stay tuned for much more from Maxo Kream, as he continues to perfect his personas and honor his late father in 2024.
© 2024, Seth "Digital Crates" Barmash. All rights reserved.
