BOSSES WILL BOSS
WORDS: N. ALI EARLY

E-40’s been in the game a long damn time. He’s sold millions of albums, an anthem or three on every one; been major and taught most of your favorite rappers how to get down independently – by observation of course, cause we all know the game is to be sold, not told.

He’s a self made millionaire and an example of what to do & how to do it. He’s initiated an energy about slang that had never been seen or heard of before him – even in the Yay. He’s hands down the most charismatic rapper in Hip Hop and has more born swag than your favorite emcee could ever dream. He’s done laps around dozens of one hit wonders and is signed to his son’s label, whose beats he now spits over.

Still he wants more.

“It’s gon’ be a marathon, not a sprint,” says 40, confident and ready for his second turn at full independence. “I’m in it for the long run and it’s going to be nonstop.”

If it wasn’t for his departure from Warner Brothers, which proved to be a great short term fit with Lil Jon and Co., we might not know 40 still had it in him. But here he is; back in the thick of it, handlin’ his alongside the youngstas.

“It’s independent’s day,” he says with an obvious smile. “It’s like, fuck double platinum. I’m tryna go double profit. It ain’t about first week sales or none of that. When I was independent if I had sold 12,000 the first week, I was happy. And we just kept milkin’ it until it became 100,000 and from a 100,000 to 150,000. That’s why I say, ‘the grit don’t quit.’”

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CALIFORNIA GROWN
Words: N. Ali Early

When the West Coast ran the table on virtually every region in the country and abroad in the early ‘90s, Kurupt Young Gotti was among its most formidable players. A founding member of the Dogg Pound, he was in fact a young pup and became about the most loquacious rhyme spitter in the Death Row family. He wove the everyday rigmarole of the hood into complex rhyme patterns, building masterpieces such as “New York, New York” pretty much, whenever he felt like it.

For his trouble, Kurupt quickly assumed legendary status among his peers and fans alike.

Somewhere along the line though, he admits to having given in to the demands of the streets, over his own desires.

“I’m finally back at the stage where I’m liking what I’m doing,” he says. “I was at a point where I was making underground albums for people that I thought people wanted to hear, but you can’t satisfy everybody. I’m doin’ what I’m doin’ now for myself, my family, as well as the fans; but mainly me and my family. We got something to say.”

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The G Behind The Music
Words: N. Ali Early

Napa Valley may be 420 miles from Warren G’s hometown of Long Beach, but the similarity between wine country and his brand of music are closer than a little bit. Like an aged bottle of California’s finest Chardonnay, Warren has undoubtedly gotten better in time. His mind is sharper than it was the day he released his first album Regulate… G Funk Era. His beats have more depth and his commitment to the people that need him is easily more pronounced.

Without reservation, he has clearly worked to define himself as one of the most productive artists the West Coast has ever seen, in effect adding an imaginary ‘O’ in front of the latter part of his handle.

Like any O.G. raised in Southern California though, Warren G has a weakness that absorbs him intermittently as he moves forward through his daily trek. A little over a year ago, it consumed him in the worst way to the extent he found himself in an unforgivable stupor.

Akin to Los Angeles Lakers fans like him, Warren G watched as his home team was bounced by its most storied rival in the Boston Celtics on June 17, 2008. Kobe and company absorbed the most convincing ass whooping ever in a Finals clincher. Subsequently, enthusiastic followers like Warren, were left to ponder what it would take to regain that championship edge.

“I think they kinda got burnt out,” he admitted. “That series they had with Utah was serious and I think that really drained ‘em. So when they did got to the Finals and lost, cause they should’ve won the first and second game, it kinda burnt em out even more. I was feelin’ their pain.”

With his album nearly finished, Warren tried to move forward. However, negotiations to distribute the G Files broke down and he missed a couple of drop dates. Much like the Lakers, he spent upwards of a year refocusing on and remembering what made him an elite talent.

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