Nearing his fourth decade as a rap star, E-40 has always kept his ear to the soil, finding the best and brightest in young talent. Recruiting two young and talented out-of-towners to a boxing gym in the Bay Area, 40 shares “Made This Way,” a new music video. Built around a triumphant horn fanfare that evokes Bill Conti’s uplifting score for Rocky, “Made This Way” is a fast-paced anthem about staying true to your roots. The track features a breakneck verse from Detroit rapper Tee Grizzley, who goes in over piano arpeggios that evoke his city’s signature sound, and a sweetly-sung hook from gruff-voiced Alamo Records signee Rod Wave. In the video, the three emcees post-up at a boxing gym, counting cash and watching bouts between Bay Area youngsters like Nef The Pharaoh, OMB Peezy, and ShooterGang Kony, and a match between two scantily-clad combatants. “Made This Way” is a highlight from Practice Makes Paper, Forty Water’s 29th studio album, released last week.
In addition to his legend status in the rap game, E-40 is a mogul in the world of adult beverages. His premium tequila, E Cuarenta, 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.