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Most of us were introduced to E-40 through his career as a musician, but since then, he’s branched off into entrepreneurship. According to E-40, this journey has been nothing short of amazing.

“It has been great. It’s a lucrative business. It’s something that I love to do,” E-40 said. “It’s getting better every day. I have no complaints about me being in the adult beverage game.”

Being an entrepreneur can be tough, and that journey oftentimes brings about the greatest lessons. For E-40, he says his biggest piece of advice he’d give is to believe in your product.

“Believe in your product. Don’t take your foot off the gas,” E-40 told Blavity News. “Whatever you’re doing, test it and see if people are accepting it.”

In addition to juggling his multiple priorities, the California native is also a part of the hip-hop supergroup Mount Westmore. Comprised of himself, Snoop Dogg, Ice Cube and Too $hort, the group was started when the pandemic first started.

“It happened during the pandemic. Kind of right when it started,” E-40 said. “It was perfect timing because we were all in the house. We didn’t know what we were dealing with because it was the beginning of the pandemic, so we’d never seen anything like it.”

 

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Not only has E-40 built a wildly successful spirits brand, but he’s trying his hand at something we all love: ice cream. Debuting this year, Goon with the Spoon will feature a flavor, in particular, that will change the game.

“I’m not going to stop,” E-40 said. “I have a flavor that’s going to be groundbreaking. I’m just putting everything together. It’s never been done before. I like to do what everyone else isn’t doing.”

For more information on E-40’s products, click here.