E-40 and Sada Baby Connect For New Single “It’s Hard Not To”

Today, multiplatinum musician E-40 released his new single “It’s Hard Not To (feat Sada Baby),” which will appear on his forthcoming new album, Rule of Thumb. The new release is currently available to stream on all platforms via Heavy On The Grind Entertainment/Virgin Music and boasts a corresponding music video.

The Jae Synth-directed visual finds the Bay Area native posted up with Sada Baby and highlights 40 as he showcases his signature dance moves, flashes a bottle of his Tycoon Cognac and dons his $500,000 new “T” pendant. 40 purchased the chain from renowned jeweler Johnny Deng as a nod to his “Tycoon Cognac” and to celebrate the success of his booming wine and spirits empire. E-40 leveraged his connections in the hip-hop world to launch “Earl Stevens Selections,” a variety of still and sparkling wine offerings that were produced in Napa, California. Since then, he’s released over 10 different wines, a tequila (E. Cuarenta Tequila), a cognac (Tycoon Cognac), a bourbon (Kuiper Belt Bourbon), beer (E. Cuarenta Cerveza) and ready-to-drink cocktails (Sluricane).

Rule of Thumb will be the first album that 40 has released since he dropped Terms and Conditions as a joint project with Too $hortin December 2020 and ahead of his acclaimed VERZUZ battle. 40’s last project included guest appearances by G-Eazy, Blxst, Drakeo the Ruler, Brent Faiyaz, Too $hort, Freddie Gibbs, Larry June and more.

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Tags: E-40, Heavy On The Grind Entertainment, It's Hard Not To, New Music, Sada Baby, Virgin Music

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Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.