
E-40’s Revenue Retrievin’ Day Shift and Night Shift hit stores today. 40 will also be featured on the next cover of Ozone. In celebration of his new album coming out today, we’re going to share a snippet of the story where he talks about everything from being the most bitten rapper in the game, why he doesn’t do mixtapes and why he compares himself to Roger Troutman and George Clinton.
“I was sellin tapes out the trunk of my car, when you was running ‘round drinking Simalac”—E-40 on ”Record Haters” from the album Hall of Game
The rapper born Earl Stevens is ageing quite well. Not a wrinkle in his skin or a grey on his head (thank god he cut those dreads off last year), E-40 in 2010 looks almost exactly the same way he did on the cover of his 1992 album Federal.
“They tell me I’ve been drinking out the fountain of youth, they say I’m ageing backwards,” he chuckles. “I’m not trying t be 21 again, but I do think I am in my 3rd childhood.”
After years of debating if it wanted to stay young or mature, Hip Hop is finally looking as if it wants to act its age. For the first time the “young man’s game” is seeing some of its stars and most powerful voices achieve success and maintain relevance at and past age 40. Rappers like Jay-Z, Too $hort and most recently Raekwon are showing and proving that being “over the hill” in no way means that their career is headed downhill.
In E-40’s case, age has never really been a factor. He’s been able to stay ahead of the curve by being active in every change and trend that Hip Hop comes up with. When the South was on the rise, he was recording with 8Ball & MJG, Master P and Cash Money. When the South began reigning supreme, he made sure he made songs like “Rep Yo City.” When snap music exploded, he hopped on Lil Jon’s “Snap Yo Fingers.” When Hyphy became a movement, he pretty much led the charge with his 2006 hit “Tell Me When To Go.”
“I stay woke,” 40 states bluntly. “I don’t use ancient slang, ain’t no nigga my age rapping like me. I’m on some updated shit, and I got that OG in me. I got that 80s game in me and today’s game in me. I can whup these youngsters with their own game.”
That’s what 40 hopes to do with his new 2-part album Revenue Retrievin’. Similar to what Nelly did in 2004 with his Sweat/Suit concept, 40 will be releasing a Day Shit and Night Shift version of the album separately on the same day, giving consumers three choices at the store.
“I had so much material, I took my budget that I had and squeezed it into two albums,” he says. “Its two separate albums, two different packages with two different barcodes. Some may like Day Shift but not Night Shift or vice versa. If I was an E-40 fan I’d just snatch both of them. You’ve got to draw interest in selling albums nowadays. A lot of people are curious to see how this pans out, that’s why I did it. One album wasn’t enough for me. If I did a single album I don’t think it would be this much awareness around it.”
Revenue Retrievin’ isn’t 40’s first crack at dropping a double album. He released the 1997 compilation SouthWest Riders on his Sic Wit It label that featured two discs worth of music with from UGK, 8Ball & MJG, Luniz, Twista, Three Six Mafia and virtually every artist from the South, West and Midwest that was hot at the time. In 1998 he dropped his first solo double, and perhaps his most hyped album, The Element of Surprise. So if anything, this should prove that 40 knows what he’s doing.
However, releasing a double album in today’s musical climate does raise eyebrows. With most fans growing either accustomed or annoyed by the constant barrage of free music via the internet and mixtapes, asking fans to buy one album is a hard sell, so how can you expect them to buy two?
“A lot of people who do mixtapes do it to keep their name hot and that’s cool,” says 40 when asked why he elects to release albums and not mixtapes. “But my music needs to be documented in the history books and barcoded. I don’t like wasting music, I put my all into my raps. Its certain things you have to do for free like shows for radio or shows when you’re first starting out. But I’m already a well known dude, so I feel like that’s not something I have to do. But I understand why the newer artists do it.”
The rest of this story will be available in the next issue of Ozone in stores sooner than you think.
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