E-40 has returned with new tunes. The multiplatinum-rap legend dropped a new track on Friday (February 5) titled “It’s Hard Not To,” which features Detroit rapper Sada Baby. The new single will appear on the Bay Area rapper’s forthcoming album Rule of Thumb, and also received the visual treatment on Friday as well.
The Jae-Synth-directed video focuses on E-40 as he hits some slick dance moves and flexes a bottle of his Tycoon Cognac and $500,000 “T” pendant. Meanwhile, Sada Baby lingers around in the background, whispering the track’s menacing hook as the beat thumps.
Rule of Thumb will be the first project from Charlie Hustle since his 2020 joint project Terms and Conditions with Too $hort. The album included features from Brent Faiyaz, G-Eazy, Larry June, Drakeo the Ruler, Blxst, Freddie Gibbs and more, and dropped right before E-40’s commended Verzuz battle.
