Killing the rap game since 1988, E-40 enjoys a peerless level of longevity and success. Amidst a flurry of internet discussion about the best rappers in history, E-40 lays out the case that he’s the true “GOAT” with his new video single. Aided by a boisterous hook from Milla, Forty Water backs up his claims with typically colorful bars (“Bitch, I’m the GOAT, I’m not a sheep/I’m countin’ fetti when I’m asleep”) and with cold hard facts: “Name a rapper with more slang than me, my n**** (I’ll wait)/Name a rapper with more game than me, my n**** (I’ll wait)/Name a rapper that taught you things like me, my n**** (I’ll wait)/I’m the GOAT since 1988 (Biatch).”
Says E-40 in response to the Greatest of All Time lists, “Some of these lists seem game goofy. I don’t think people are including all the right things when making their lists. These lists should be inclusive of style and legendary status but also mogul status, record sales, microphone skills, uniqueness, relevancy, longevity, and consistency.”
In the video, Forty and Milla get their dance on in a number of locations, including a dramatically-lit soundstage, a classic muscle car, and a literal goat farm, where 40 lords over baby goats like he does pretenders to the rap throne. Premiered on 40’s YouTube channel, “GOAT” is the latest video from Practice Makes Paper, the Vallejo native’s 28th solo studio album, following last week’s “Made This Way,” featuring Rod Wave and Tee Grizzley, and the hit posse cut “Chase The Money“.
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.