E-40. Don’t be alarmed, it’s not a complex math equation, nor is he just “that guy” from that Big Sean song. E-40 is simply a legend of the west coast hip-hop scene, and for some of the current generation of artists, has provided the inspiration to embark on their own rap conquests. And now, he’s got a new single.
As Kendrick Lamar proclaimed on Backseat Freestyle, even he would “Bump that new E-40 after school.”
Not content with remaining a staple of yesteryear, E-40 has continued his renaissance of sorts; partnering Big Sean to provide one of the most overplayed hip-hop songs of 2014 in I Don’t Fuck With You, working with Danny Brown and ScHoolboy Q for All My Niggas, and more recently jumping onboard the latest Ty Dolla $ign release Saved, hoping to ride the mainstream wave all over again.
The west coast legend is not to be portrayed as solely a feature artist in a modern context however; he has continued to release new material of his own, the latest in the form of the Rick Rock produced Gamed Up.
Teaming up with Bay Area crooner Rayven Justice, it’s not hard to hear the talent that still exudes from the 48 year old rapper, his booming voice accompanying a classic west coast, synth heavy beat. It would come as no surprise to see this track establish itself as a radio staple, particularly in the areas that E-40 has repped so hard throughout his career.
The new track comes just in time to promote E-40’s latest EP release, Poverty and Prosperity, which is due to hit shelves this Friday, November 20.
The rapper has travelled a similar path to other legends of the genre, namely Talib Kweli, in their ability to remain relevant. It is clearly a testament to this stalwart of the scene that he can continue to churn out radio hits and retain a passion for the music business, even as he approaches the big 5-0.