E-40's back-back with help from Sada Baby on 'It's Hard Not To'

West Coast rap icon E-40 and Sada Baby are churning out hits like there’s no tomorrow. The hip-hop pair link up for their new ‘It’s Hard Not To’ single and don’t waste any time making sure the accompany music video hits just as hard.

Check out the official details behind the release and lock in to over two minutes of the Bay Area legend and Detroit’s own flexing.

Today, multiplatinum musician E-40 announced the release of his new single “It’s Hard Not To (feat Sada Baby),” which will appear on his forthcoming new album, Rule of Thumb. The new release is currently available to stream on all platforms via Heavy On The Grind Entertainment/Virgin Music as well as a corresponding music video.

The Jae Synth-directed visual finds the Bay Area native posted up with Sada Baby and highlights 40 as he showcases his signature dance moves, flashes a bottle of his Tycoon Cognac and dons his $500,000 new “T” pendant.

40 purchased the chain from renowned jeweler Johnny Deng as a nod to his “Tycoon Cognac” and to celebrate the success of his booming wine and spirits empire. E-40 leveraged his connections in the hip-hop world to launch “Earl Stevens Selections,” a variety of still and sparkling wine offerings that were produced in Napa, California. Since then, he’s released over 10 different wines, a tequila (E. Cuarenta Tequila), a cognac (Tycoon Cognac), a bourbon (Kuiper Belt Bourbon), beer (E. Cuarenta Cerveza) and ready-to-drink cocktails (Sluricane).

Rule of Thumb will be the first album that 40 has released since he dropped Terms and Conditions as a joint project with Too $hort in December 2020 and ahead of his acclaimed VERZUZ battle. 40’s last project included guest appearances by G-Eazy, Blxst, Drakeo the Ruler, Brent Faiyaz, Too $hort, Freddie Gibbs, Larry June and more.

If you need this banger on the go, make sure to check out the homepage playlist and hit ‘Play’ on the Attack The Culture Non-Stop Grind playlist via Spotify. We also have our 8 favorite scenes from the video a little further down.