In the latest episode of the Let’s Keep It 100 podcast, the crew sat down with Philadelphia artist Nir Costello for an in-depth conversation about his upbringing, time in prison, music, and approach to life, parenting, and business.
Costello described himself as a “generational felon,” noting that incarceration has affected multiple generations of his family. Two uncles are serving life sentences, and he explained that the pattern stretches back to his grandfather’s side. His mother, the only girl among four boys, became the family’s anchor, though Costello recalled having to teach her how to show affection during prison visits.
At age 11, he briefly lived with his father before being asked to leave. Later, his mother prioritized her new marriage and family over him during his teenage years. Today, Costello is a father of two: a two-year-old son he describes as athletically gifted, and a daughter who has already traveled internationally, including a trip to Mecca.
Costello served eight years, from age 15 to 23. He recalled having recurring dreams about being incarcerated in the weeks before his arrest and remembered his grandmother’s warnings to stop his activities. While in prison, he focused on reading, self-reflection, and staying connected with family rather than rapping, which he began only after his release. He now attends therapy weekly to better understand his thought patterns and support his growth.
His single, “ABI SON” (Arabic for “father and son”), reflects his experiences with vulnerability and fatherhood. He explained that it took time to finish the track due to its personal nature.
He believes Philadelphia has broader artistic potential beyond street rap and stresses the importance of song structure and storytelling over pure lyrical delivery. Music, for him, serves as an emotional outlet.
Costello spoke extensively about the value of legitimate business practices. He prefers paying for services rather than accepting favors to ensure professionalism and sustainability. His focus is on building generational wealth through business structures such as LLCs and proper tax filing. Self-taught on business and social media strategy, he believes in establishing business relationships first and allowing personal connections to follow.
As a father, Costello emphasized raising his children with intention. He aims to raise his son to be “a king, not just a man” and his daughter to be “a queen, not a princess.” He makes gestures like buying his daughter flowers to set expectations for how she should be treated in the future. He openly admitted he does not want his daughter with someone who has his same trauma and places a priority on being present for his children above other pursuits.
For Costello, culture holds equal importance to money in achieving happiness. He underscored the value of consistency for young people, describing sacrifice as the true measure of manhood. He advocates for vulnerability and emotional growth in men and credits therapy, prayer, and faith as tools for coping with challenges.
Addressing the wider community, Costello reflected on the impact of generational conflicts and the need to break cycles. He supports programs designed for young adults between 24 and 28, a group he says often falls between the cracks of youth initiatives. For him, tackling trauma within the Black community is essential for progress.
Costello admitted he is still learning what makes him happy, finding joy in simple moments like playing Scrabble with family. He expressed appreciation for Philadelphia’s history and culture, while also acknowledging ongoing struggles with love and emotional expression rooted in his childhood.
