E-40 – “Beating They A**” [VIDEO]

E-40 Makes a Bold Return with New Single “Beating They Ass”

E-40 is back with a high-energy single that reaffirms his legendary status in the rap game. Released via Heavy On The Grind Entertainment/Virgin Music, the track, “Beating They Ass,” marks E-40’s first official solo release since 2023—and it’s anything but quiet. From the production to the visuals, the release hits hard with the intent to shake things up, proving once again that age is no barrier to innovation and lyrical agility.

With over three decades of influence under his belt, E-40 isn’t just making music—he’s making statements.

A Track that Slaps: Breaking Down “Beating They Ass”

Produced by EJ Galloway, “Beating They Ass” is built on hard-hitting drums, eerie synths, and a hook that’s instantly memorable. It’s classic E-40: clever wordplay, a confident delivery, and lines that blend street wisdom with sharp punchlines. The Bay Area legend flexes his signature style while also adjusting his cadence to ride the modern production effortlessly.

The song is full of slick bars that touch on hustle, respect, and perseverance—longstanding themes in E-40’s music. His flow is gritty but controlled, playful yet seasoned. There’s no doubt that this is a track made for both loyal fans and younger listeners exploring West Coast rap for the first time.

Visual Storytelling: The Music Video by Jae Synth

The accompanying black-and-white music video, directed by longtime collaborator Jae Synth, is a bold visual that mirrors the track’s raw energy. Rather than relying on glossy, overproduced effects, the video leans into kinetic, gritty storytelling. E-40 is seen wielding nunchucks, watching boxing matches ringside, and commanding the screen with his signature charisma.

Intercut with scenes of a lowrider Chevy Camaro bouncing on hydraulics and crew members shadowboxing, the visuals embody the song’s title. Every frame reinforces the message: this is a fight, and E-40 is coming out on top.

It’s both nostalgic and forward-thinking—a reflection of E-40’s ability to bridge generations.

E-40 on Reinvention: Longevity in Hip-Hop

In a recent statement, E-40 spoke candidly about his creative process and why he continues to push boundaries:

“Even at my age, I can still evolve and adjust my delivery like I’m a brand-new artist. I’m never gonna get comfortable and I’m always going to push myself to be great…”

This sentiment isn’t just talk—it’s backed up by decades of action. From pioneering the “slanguage” of the Bay Area to helping define the independent hustle in hip-hop, E-40 has long been a blueprint for artistic and entrepreneurial resilience.

His commitment to staying current—without chasing trends—is part of what makes this release so impactful.

2025 Vision: What’s Coming Next?

E-40 hinted that “Beating They Ass” is just the first of several drops planned for 2025. For fans, this means one thing: a new era is on the way. If this single is any indication, the upcoming projects will lean heavily into street wisdom, lyrical experimentation, and visuals that challenge the norm.

Historically, E-40 doesn’t just drop singles—he builds movements. Whether through his solo projects or collaborative records, he brings the heat with each campaign. Based on his current momentum, 2025 could be a major year in his discography.

From Music to Mogul: E-40’s Ever-Expanding Empire

Beyond the mic, E-40 continues to grow his brand and diversify his ventures. In October 2025, he’s set to speak at the Forbes BLK Summit in Atlanta—a premier event that celebrates Black excellence in entrepreneurship and leadership. He’ll be joining a lineup that includes billionaire investor Robert F. Smith and ESPN’s Stephen A. Smith.

This is far from his first foray into business. E-40 is a seasoned entrepreneur with investments in:

• His wine and spirits line (Earl Stevens Selections)
• Fast food franchises
• Real estate
• Music publishing

His journey from Vallejo rapper to national business figure is a powerful case study in hustle and strategy. It’s also an inspiring blueprint for artists looking to transition beyond music.

Collaborations That Keep the Culture Moving

E-40’s name has been everywhere lately. Prior to releasing “Beating They Ass,” he teamed up with fellow Bay Area artist Cousin Fik on “Thangin,” a cheeky strip-club anthem that celebrates confidence and empowerment. It’s a reminder of E-40’s versatility—he can switch lanes and still keep the car in control.

Earlier this year, he also performed at the 2025 NBA All-Star Game halftime show, sharing the stage with Too $hort, Saweetie, and En Vogue. That performance was more than entertainment—it was a celebration of Bay Area culture on a national stage.

The Bay Area’s Godfather

For newcomers, it’s worth understanding why E-40 matters—not just as an artist, but as a cultural cornerstone. He’s credited with:

• Introducing slang that became nationally recognized (“fetti,” “broccoli,” “yay area”)
• Being one of the first rappers to succeed without a major label
• Championing Bay Area talent like Mac Dre, Keak da Sneak, and The Click
• Helping shape the hyphy movement, which still influences music today

His influence is vast, and his legacy continues to evolve. With each release, E-40 writes another chapter in a story that spans generations of hip-hop fans.

E-40 Keeps Beating the Odds

In a genre known for trends and short-lived fame, E-40 stands as a symbol of endurance and excellence. “Beating They Ass” is more than a catchy title—it’s a declaration of dominance from someone who refuses to coast. Whether you’re here for the bars, the business moves, or the Bay Area pride, this release offers a little something for everyone.

If you’ve ever underestimated E-40, now’s a good time to catch up—because he’s not slowing down.