Big Sean released a video to his new hit song “I Don’t Fuck With You” this week. The video is just as obnoxiously charming as the song itself, in which Big Sean states how over his ex girlfriend he is by saying all the trillion things he’d rather do than to fuck with her (one of which I presume is make a song about those feelings). It’s one of the best songs of the year and easily the peak of Big Sean’s career.
There’s a lot of reasons this song works. There’s the chorus, so exaggerated it falls more goofy than spiteful, fun to chant along to no matter the situation. There’s that marvelous beat, co-produced by Kanye West and DJ Mustard with finishing touches by DJ Dahi, which is the best dream team I can think of. There’s the “And I’m rolling weed that’s fucking up the ozone” line which is one of the best obvious-great rap punchlines in recent memory. But most importantly, there’s E-40, who for a full verse steps on the pedestal that is this angelic ratchet beat and opens the doors to heaven for everyone and anyone listening. He’s driving in a rental with a blunt in his dental. He praises Pimp C, keeps his girl outside forever like the statue of liberty, and essentially translates the raw power of the song’s concept into the universal middle finger that it can be.
“I Don’t Fuck With You” is a top 10 hit (currently #7) on Billboard’s R&B/Hip Hop chart. At age 47, 24 years into his career, it is E-40’s third biggest national hit of his career. The other two also belong to him ephemerally: “Snap Yo Fingers,” a chart topper by then unstoppable force Lil Jon, and “U And Dat” which is E-40’s song but might as well be T-Pain’s. Which is a long way of saying that E-40, the greatest rapper in the history of the game (yes I’m calling it), is very much still under-appreciated, a cult treasure as opposed to a national one. But that doesn’t bother E-40. At a certain point, every rapper has to transition into elder statesmen of the genre, and no one has come close to doing it as effortlessly and efficiently as 40 water. At the turn of the decade, the ambassador of the Bay Area decided that he was done playing by the major label’s rules and went fully independent. Since then, he has been recording and releasing music at a staggering pace; since 2010 he has released twelve (twelve!!!) albums. And there are no plans to slow down.
Even with the slew of music already up for grabs, a new quadruple album Sharp On All 4 Corners is coming out by the end of the year. The first two discs come out in December, the next two early 2015. All of his recent material has followed the same stylistic template so there’s no reason to expect much difference. New single “Choices (Yup)” is a more radio-ready version of the songs that have gone on his Revenue Retrievin’ and The Block Brochure album series. West coast minimalist bangers peppered with game from the man himself. “Choices (Yup)” sounds great and fits right in with what’s being played on the radio right now. After toiling away in cult obscurity almost his entire career, 40 finds himself in a great position. The DJ Mustard ruled ratchet radio landscape has its stylistic origins in E-40’s Bay Area slaps, and he sounds phenomenal over them (as “IDFWU” proves). His preferred production is matching up with the mainstream’s for the first time, and all of California’s heavy hitters recognize him as one of the greats. If there was ever a time to pull a Juicy J and find a commercial peak in the twilight of his career, it’s now.
The only question is can there be too much of a good thing? E-40’s business model has actually been astoundingly successful. Without the expensive process of recording an album on a major label, putting out all this product for modest returns ends up being profitable. For example, his 2012 triple album The Block Brochure: Welcome To The Soil (which landed on my best albums of the year list) didn’t do well commercially on its own. But all four copies, the individual volumes and the compilation itself, all charted on Billboards top 100. Add it all up and you’ve got a lot of album sales in an era where that doesn’t happen that often. But there might be some fatigue. His triple album sequel to that project (parts 4,5, and 6) has the lowest sales of any of the 12 projects in this new independent period. And they’re probably the least essential as well.
It’s a rare double album that wouldn’t be better as a single album. Since he’s not wavering from the same types of sounds, he could trim down all of these triple albums into one unstoppable force. 15 incredible tracks back to back to back. It would be a dream for E-40 to make one album, not too big in scope, with only legendary guests and producers. Or he could go in the opposite direction! If he’s going to make a quadruple album, go all in and really have a diverse collection of sounds and tastes. E-40 still has the slickest flow in the game and he sounds great over everything. He teams up with L.A. legend Kurupt to just destroy the Salva produced metallic monster that is “Motel” (he says his diamonds are colorful like Starburst!). Maybe Sharp On All 4 Corners will be a summation of the crazy disparate ideas that make up modern California rap and be a benchmark for the period. Either way, any new 40 is great 40. Just remember: he’s not rapping too fast, you’re just listening too slow.