E-40 Shares New Video "It's Hard Not To" f/ Sada Baby

E-40 has shared his new single and accompanying music video for "It's Hard Not To" with Sada Baby. The song will appear on 40's new album 'Rule of Thumb.'

View this video on YouTube


E-40 has unleashed his new single “It’s Hard Not To” with Sada Baby.

In the accompanying music video, directed by Jae Synth, the two rappers are seen chilling as they rap back-to-back and 40 brandishes a bottle of his Tycoon Cognac. The song will appear on 40’s next album Rule of Tumb.

40 is also seen wearing his new T pendant, worth $500K and designed by jeweler Johnny Deng. The T stands for Tycoon and commemorates his successful endeavor into the wine and spirits business.

Rule of Thumb follows 40’s Too Short joint album Terms and Conditions, which arrived in December 2020.

Watch the video for “it’s Hard Not To” up top or listen to the song below.


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