August 17, 2016


E-40 Discusses 'Loading Up' New Music, Footaction Campaign & Selling ‘Dope Beverages’

Courtesy Photo
Courtesy Photo

It’s been a busy year for West Coast legend E-40: following the release of his Poverty and Prosperity EP in late 2015, E-40 has popped up on G-Eazy’s and Ty Dolla $ign’s albums, and has spent time developing his brand as an alcohol kingpin, in addition to appearing in a Beats By Dre commercial with Warriors star Draymond Green during the NBA Finals.

And now, the 48-year-old hip-hop icon has linked up with Omarion, Casey Veggies and B.J. The Chicago Kid for Footaction’s “Free Flow” campaign, a three-part docu-series in which the rappers discuss life, style and how to look fresh while constantly on the move. E-40 squeezed in the gig during his busy recording and promotional schedule, partially because he already vibed with his famous co-stars.

“We knew each other through bumping into each other, although this was actually my first time meeting B.J.,” E-40 tells Fuse. “Omarion and Casey, we had already met before. We hit it off, and everybody was cool. They’re all respectful young men with true talent.”

So will we hear any new E-40 music soon? 

“I’m concentrating on selling my dope beverages and coming up with dope ideas,” he says. “Right now, I’ve got three varieties of wine, three varieties of a [cocktail] called Sluricane and I have a craft malt liquor called E40. And I’m working on my two new albums, called The D-Boy Diary: Book 1 & 2, which I’m dropping on the same day. … What good is a gun if you ain’t got no bullets? Right now I’m loading up my gun with music so that I can spit game to the world and let that go hand-in-hand with the alcohol. They keep each other relevant.”

When asked about his duel album releases—The D-Boy Diary series follows the four-part Revenue Retrievin’ album series and six-part The Block Brochure in recent years—E-40 says that his most hardcore fans lap up the steady flow of music. 

“It’s like a collector’s item—they got the physical copies as well!” he exclaims. “They know they’re getting a variety of good music each time.”