By Jack Barnes
Nearly three decades into his illustrious career, Hip-Hop legend E-40 added another career milestone when the RIAA certified his 2015 single “Choices” as a Gold Record. The video for”Choices,” which has more than 19 million aggregate views on YouTube, demonstrates E-40’s nationwide influence, featuring more than 100 cameos, ranging from rappers like Kendrick Lamar, Ice Cube, Busta Rhymes, Nicki Minaj, Cam’Ron, Bone Thugs ‘N Harmony, Nelly, MC Hammer to non-industry figures like the NFL’s Marshawn Lynch and Colin Kaepernick, comedian Cedric the Entertainer and even octogenarian sex expert Dr. Ruth Westheimer. “Choices,” a national smash hit with a remix adopted by the Golden State Warriors as the anthem to their 2015 NBA title run, is another in a long list of Gold- and Platinum-certified records by the rapper, including Big Sean’s E-40-featuring, triple platinum “I Don’t Fuck With You.” In the midst of unprecedented relevance at the age of 48, E-40 also featured on Hot 100 hits such as Yo Gotti’s “Law”, Ty Dolla $ign’s “Saved” and most recently Fat Joe’s “All The Way Up” alongside Snoop Dogg and The Game.
“What’s happening at this point in my career defies logic. Name another 48-year-old rapper with one Gold record, let alone three in the same year. My fans stretch much further than the Bay Area, further than just the West Coast. I brought so much shit to Hip-Hop. I’ve been relevant in each generation and each decade and I’ve done it as an independent artist.Says E-40.
E-40 currently stars in a national Beats By Dre advertisement, alongside Warriors forward Draymond Green, featuring E-40’s smash hit “Tell Me When to Go”and reenacting the song’s iconic video. In addition to his career in show business, E-40 has branched out to become a respected entrepreneur in the adult beverages industry. His wine business, Earl Stevens Selections, distributes high-quality wine to stores across the country, includingCostCo, BevMo, Ralph’s Market, and Vendome Liquor. He has made inroads into the pre-mixed cocktail business with Sluricane, a signature bottled-mix named after his 1995 hit “Hurricane,” with The Click, which was the best-selling beverage at BevMo when it was first released. Early 2016, E-40 released an eponymous brand of 40-oz. malt liquor. E-40 looks to continue his unprecedented longevity and success as an independent artist with his next album, scheduled for late 2016.
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