Over the past few years, the Vallejo-born rapper and hyphy pioneer E-40 has been hustling in the food and beverage industry just as much as he has onstage.
In 2021, the self-described “mogul entrepreneur” launched “Goon With a Spoon”—a line of sausages and prepackaged burritos. The next year he followed up with six flavors of solar-powered ice cream. And just last week, E-40 announced the release of his own spirits brand under the moniker Tycoon Vodka—a definite glow-up from the 40-ounce malt liquor bottles from which he takes his stage name.
So it seems only fitting that the platinum-selling emcee known for the single “Tell Me When to Go” is set to headline an East Bay event combining the best of snack food and local talent—the Alameda County Fair in Pleasanton on June 29.
E-40, who has become synonymous with Bay Area rap, will be spitting game alongside the fair’s usual horse races—the grounds are said to be the home of the nation’s oldest one-mile racetrack—carnival rides, outdoor film screenings, a nightly drone show and iconic funnel cakes.
Last year, E-40 formed a supergroup called Mount Westmore with fellow Bay Area native Too $hort that was rounded out by Ice Cube and Snoop Dogg. The quartet of OGs have gone on to sell out arenas across the country.
Grammy-nominated country sensation Joe Nichols is also slated to perform at the fair on June 28. A slew of cover bands like Yächtley Crëw will provide additional musical accompaniment during the fair’s 20-day run at the Alameda County Fairgrounds.
Alameda County Fair
🗓️ June 16-July 9 | noon-11 p.m. (except July 4, noon-8 p.m.)
📍 2005 Valley Ave., Gate 8, Pleasanton
🎟️ $13-$90 before June 15 | $15-$45
🔗 annual.alamedacountyfair.com