LOS ANGELES (AP) — E-40 built a three decade-plus career on the foundations of an unorthodox rap flow, schooling listeners with life lessons through his streetwise perspective.

With a heavy dose of Bay Area slang, E-40 created a lane for his unique hip-hop vernacular that has made him one of the genre’s most revered artists. As a savvy businessman, he’s leveraged his connections in the rap world to the wine, ice cream and food brand industries, including a Filipino food business inside Oracle Park in San Francisco.

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