The Hip-Hop Legend Burnishes the Bay-Detroit Connection, Educates the Masses With the Latest Video From Practice Makes Paper
Though E-40 has been a rap star for more than three decades, he hasn’t forgotten the lessons he learned as a young buck. Expounding on his extra-legal origin story, 40 shares “I Come From The Game,“ his latest video. Working his elastic flow atop Helluva Beats‘ hyperactive arpeggios, Forty Water paints a picture of the hustler mentality, which he’s maintained throughout his long rap career: “When I first cut my teeth in the streets I fell deep in love/With the glitter and glamour, bit by the hustlin’ bug/I doubled my profit off a quarter zip of the yola/Right then and there I wanted to be a high roller.”
In the video, the Vallejo native teams with two veterans from Detroit, Payroll Giovanni and Peezy, as they count bricks, sip Earl Stevens Selections, and surround themselves with fellow OGs, including 40’s close collaborator and cousin B-Legit. Featuring high-energy ad-libs from Sada Baby (who does not appear in the video), “I Come From The Game” is a highlight from Practice Makes Paper, 40’s recent album. “I Come From The Game” follows videos for “Made This Way,” featuring Rod Wave and Tee Grizzley, and the hit posse cut “Chase The Money,” which features Quavo, Roddy Ricch, ScHoolboy Q, and A$AP Ferg, and has over 17 million views on YouTube.
The Counselor’s 28th studio album, Practice Makes Paper benefits from 40’s unparalleled work ethic and massive rolodex, packing dozens of guest stars and even more quotable lines into 26 tracks. he new album was The Counselor’s 32nd album to place on the Billboard 200 (where it landed at #65), extending a record for most Billboard 200 appearances by a single artist. The album boasts appearances from Quavo, ScHoolboy Q, Roddy Ricch, Wiz Khalifa, Chris Brown, Rick Ross, Jeremih, Ty Dolla $ign, Fabolous, Method Man, Redman, A$AP Ferg, Scarface, Tee Grizzley, G-Eazy, Anthony Hamilton, K-Ci, B-Legit, Boosie Badazz, Sada Baby, Payroll Giovanni, P-Lo, Iamsu!,and many, many more. Peaking at #4 on Billboard’s Top Rap Album Sales chart, at #9 on Billboard’s Independent Albums chart, and at #26 on Billboard’s Top Album Sales chart, Practice Makes Paper is available everywhere.
In addition to his legend status in the rap game, E-40 is a mogul in the world of adult beverages. His popular brands of liquor, including premium tequila E Cuarenta, Earl Stevens Selections wine, and pre-mixed cocktail Sluricane, can be found at retailers across the West Coast and Midwest, including Safeway, BevMo!, Total Wine & More, Save Mart, Albertson’s, FoodMaxx, Raley’s, Lucky Supermarkets, Costco, and more.