CRYSTAL BAY, Nev. — Late-Nite Productions and Wild 102.9 present “the Ambassador of the Bay Area” E-40 Saturday May 26 in the Cal Neva Resort. Doors open at 8 p.m. and all ages are welcome.Synonymous with Bay Area rap, E-40 garnered a regional following, and eventually a national one, with his flamboyant raps, while his entrepreneurial spirit, embodied by his homegrown record label, Sick Wid’ It Records, did much to cultivate a flourishing rap scene to the east of San Francisco Bay, in communities such as Oakland and his native Vallejo.Lake Tahoe Action was unable to interview E-40. Along with Too Short, Spice 1, and Ant Banks, E-40 was among the first Bay Area rappers to sign to a major label, penning a deal with Jive Records in 1994. They’d spent years releasing music independently, going back as far as 1990 when Sick wid’ It released “Let’s Side,” a four-track EP by the Click, a group comprising E-40, his cousin B-Legit, his brother D-Shot, and his sister Suga T. Throughout the ’90s and into the early 2000s, E-40 and his Sick wid’ It associates released a series of albums on Jive, and though they weren’t big sellers nationally, they were well received regionally and proved highly influential, not only on the West Coast but also in the South, thanks in part to Master P, who began his No Limit Records empire in Richmond in the early to mid-’90s before moving to New Orleans. E-40’s ties to the South became more direct in the mid-2000s, when, upon the expiration of his deal with Jive, he partnered with Atlanta rapper/producer Lil Jon and his BME Recordings label, in association with Warner Bros. The first album to be released as part of this partnership, “My Ghetto Report Card” (2006), was E-40’s most successful in years. Concurrently, the Bay Area rap scene, with its so-called hyphy style, was growing in popularity nationally, and there was no bigger champion of the Bay and its style than E-40, whose innumerable guest features helped foster the scene and whose son, producer Droop-E, had grown to become one of hyphy’s foremost practitioners.
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