Recently serving as the official announcer at the 2007 BET Hip-Hop Awards in Atlanta, Georgia; E-40 continues to expand his portfolio. The proud franchisee of Fat Burger and Wingstop Restaurant just recently gained an endorsement deal with diamond jewelry company, Icepicks to launch a diamond studded toothpick line. In the midst of celebrating his upcoming birthday the savvy rapstar will unveil his signature line of water pronounced '40 Water'. “Rapping brought me into the entertainment game, once I got in my eyes got bigger. As a business man I get the best of both worlds and the privileges of working and reaping the benefits at the best time in my career,” explains E-40.