A prolific slang originator with decades of experience, E-40 is a model for rap game success. Expressing his distaste for snitches, lames, and fake friends, 40 shares “I Don’t Like ‘Em,” his latest video. Produced by Traxx FDR, “I Don’t Like ‘Em” is a glistening, minor-key mob slapper (a term coined by 40 himself), providing a cinematic backdrop for 40 to make clear that he does not suffer hypocrites: “So many really fufu, game-goofy cornballs/Where your daddies and your uncles at? Who raised y’all?/If the shoe fit then wear it, my n****, please/N****s don’t wanna see you blessed, even when you sneeze.”
In the video, 40 sips Earl Stevens Selections wine and E.Cuarenta tequila as he holds court with two fellow Northern Californians, Sick Wid It Records signee Cousin Fik and Bay Area veteran Laroo, as a pesky police officer desperately tries to find an informant who will give up any information on the Don. “I Don’t Like ‘Em” is the latest video from Practice Makes Paper, 40’s latest full-length, following the Bay-Detroit connecting “I Come From the Game”.
The Counselor’s 28th solo studio album, Practice Makes Paper benefits from 40’s peerless work ethic and massive sphere of influence, packing dozens of guest stars and even more quotable lines into 26 tracks. The new album was The Counselor’s 32nd to place on the Billboard 200 (where it debuted 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.