Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated:
1
00:00:00,734 --> 00:00:02,102
We start from the ground up
2
00:00:02,169 --> 00:00:04,605
and work our way to the top.
3
00:00:04,671 --> 00:00:05,873
We don't have no limit.
4
00:00:05,939 --> 00:00:08,809
P was like, "Some of
us ain't gonna make it."
5
00:00:10,577 --> 00:00:12,479
I have to really change my life.
6
00:00:14,081 --> 00:00:17,050
I was really inspired by Tupac.
7
00:00:17,117 --> 00:00:18,418
Something changed.
8
00:00:18,485 --> 00:00:21,655
He started turning more
to our style of music.
9
00:00:21,722 --> 00:00:24,324
I remember him just
saying, "You bout it?
10
00:00:24,391 --> 00:00:25,759
"I'm bout it, bout it."
11
00:00:28,929 --> 00:00:31,298
He had the best deal at the time
12
00:00:31,365 --> 00:00:34,635
of any hip hop company
in history.
13
00:00:34,701 --> 00:00:36,837
Everyone wanted to
be down with Master P,
14
00:00:36,904 --> 00:00:38,105
even Cash Money.
15
00:00:40,908 --> 00:00:42,485
You either with us
or you're against us
16
00:00:42,509 --> 00:00:44,044
but you're not gonna stop.
17
00:00:44,111 --> 00:00:47,247
Master P severed ties with me.
18
00:00:47,314 --> 00:00:48,691
It's the trust factor.
19
00:00:48,715 --> 00:00:51,118
People don't trust you
with money.
20
00:00:52,252 --> 00:00:53,720
I guess he made his point.
21
00:00:53,787 --> 00:00:56,890
Y'all stay tuned, 'cause
No Limit got what you need.
22
00:01:21,407 --> 00:01:26,211
About 1992 Master P settled
in Richmond, California.
23
00:01:26,278 --> 00:01:28,247
{\an8} He'd owned this music store
24
00:01:28,313 --> 00:01:31,583
{\an8}where he had also started
No Limit Records.
25
00:01:32,885 --> 00:01:35,220
No Limit was a family operation.
26
00:01:35,287 --> 00:01:37,723
Sonya C, his wife, was a rapper.
27
00:01:37,790 --> 00:01:42,027
His brothers Silkk and C-Murder,
they were rappers.
28
00:01:42,094 --> 00:01:45,197
So Master P started
putting out TRU projects,
29
00:01:45,264 --> 00:01:47,099
then his own projects,
30
00:01:47,166 --> 00:01:49,101
and even Sonya C put out
a record.
31
00:01:50,269 --> 00:01:52,137
But no one was
looking at him like
32
00:01:52,204 --> 00:01:53,739
"Oh man, this guy's
got some talent."
33
00:01:59,845 --> 00:02:03,415
His style wasn't the
average style in the Bay,
34
00:02:03,482 --> 00:02:06,518
so nobody in the Bay
was buying his music.
35
00:02:09,154 --> 00:02:10,589
They didn't respect him.
36
00:02:10,656 --> 00:02:12,558
He was a country rapper
to them, you know,
37
00:02:12,624 --> 00:02:13,926
a country bumpkin.
38
00:02:13,992 --> 00:02:15,312
That's what people
used to holler.
39
00:02:18,697 --> 00:02:21,667
No Limit definitely
wasn't an overnight success.
40
00:02:24,069 --> 00:02:27,706
He and his wife Sonya
and their son Romeo
41
00:02:27,773 --> 00:02:31,910
were all living in
a poor neighborhood.
42
00:02:31,977 --> 00:02:36,014
It was really a hand-to-mouth
type situation at that time.
43
00:02:36,081 --> 00:02:37,716
I'm still chasing my dream
44
00:02:37,783 --> 00:02:41,053
to build the biggest record
company in the world,
45
00:02:41,120 --> 00:02:45,457
but at that time, we need money.
46
00:02:47,793 --> 00:02:50,462
When it come to your family
you gotta do things
47
00:02:50,529 --> 00:02:53,465
that you might not want to do
but you have to do it.
48
00:02:55,100 --> 00:02:58,070
There is bad news,
very bad news.
49
00:02:58,137 --> 00:03:00,439
I don't wanna sell drugs,
50
00:03:00,506 --> 00:03:02,441
but I'll probably have to.
51
00:03:08,113 --> 00:03:10,749
{\an8}Master P had one foot in
and one foot out,
52
00:03:10,816 --> 00:03:14,053
both being in the streets
and being an artist.
53
00:03:19,091 --> 00:03:20,668
He was always hustling.
54
00:03:20,692 --> 00:03:22,361
Buy a box of tapes and tell 'em
55
00:03:22,428 --> 00:03:24,496
"Man, give me $15
instead of 10,"
56
00:03:24,596 --> 00:03:27,232
you buy tapes and you get
a tape and the dope.
57
00:03:27,299 --> 00:03:29,802
The police used to
run through there.
58
00:03:29,868 --> 00:03:32,671
You just throw the tapes up,
you ain't slinging no dope.
59
00:03:32,738 --> 00:03:35,140
Spread your legs.
60
00:03:35,207 --> 00:03:36,375
We legal, we selling tapes.
61
00:03:36,442 --> 00:03:38,610
Break out some ID, man?
62
00:03:41,046 --> 00:03:46,518
{\an8}Around that time, Master P,
Sonya and little Romeo
63
00:03:46,618 --> 00:03:51,290
moved from Richmond
to Oakland, California
64
00:03:51,356 --> 00:03:55,494
on Jackson Street
next to Hillcastle.
65
00:03:56,695 --> 00:03:58,464
There was some hustling going on
66
00:03:58,530 --> 00:04:01,066
so basically, you stepped
on people's toes.
67
00:04:01,133 --> 00:04:03,202
They want their block back.
68
00:04:04,903 --> 00:04:07,473
So one night,
we're selling crack rock.
69
00:04:12,311 --> 00:04:16,482
A brown car rollin' slow
up the street.
70
00:04:18,083 --> 00:04:19,918
And by the time we realize it,
71
00:04:19,985 --> 00:04:22,221
there ain't nothing but fire
coming from the window.
72
00:04:25,657 --> 00:04:27,626
I can't believe they shot at us.
73
00:04:29,595 --> 00:04:32,664
But guess what? That comes
with living that life.
74
00:04:34,199 --> 00:04:36,201
I want to take over
the music business
75
00:04:36,268 --> 00:04:38,270
and I can't do that
getting in trouble,
76
00:04:38,337 --> 00:04:39,614
people thinking that
a fight gonna break out
77
00:04:39,638 --> 00:04:42,341
or a shooting gonna break out.
78
00:04:42,408 --> 00:04:45,044
I gotta give up
all this foolishness.
79
00:04:45,110 --> 00:04:47,079
I have to really change my life.
80
00:04:47,146 --> 00:04:49,882
So I stayed focused,
81
00:04:49,948 --> 00:04:52,518
and I ended up running into
a big time opportunity.
82
00:05:00,826 --> 00:05:04,296
Pac put out his first
record in '91.
83
00:05:04,363 --> 00:05:05,497
Dropped another one in '93.
84
00:05:05,631 --> 00:05:07,366
In between, he had done "Juice."
85
00:05:07,433 --> 00:05:09,034
On the set, the
motion picture "Juice."
86
00:05:09,101 --> 00:05:12,638
Fab Five Freddy with
one of the stars
of the movie, Tupac.
87
00:05:12,671 --> 00:05:17,309
"Juice" catapulted him to
the upper echelon in hip hop.
88
00:05:17,376 --> 00:05:19,378
Tupac knowin' that I had
a record store,
89
00:05:19,445 --> 00:05:21,113
they had to come see me.
90
00:05:21,180 --> 00:05:23,558
That's how I really
got on the roll.
91
00:05:23,582 --> 00:05:26,585
They end up calling me to
do a couple shows.
92
00:05:28,887 --> 00:05:33,592
On August 26th, 1993,
Master P is the opening act
93
00:05:33,659 --> 00:05:37,663
for Tupac at the Metropolis
nightclub in Cleveland.
94
00:05:39,598 --> 00:05:41,500
So the guy introduced me,
95
00:05:41,600 --> 00:05:42,768
he say, "Next up to the stage
96
00:05:42,835 --> 00:05:44,803
is Mister P,
the country singer."
97
00:05:47,606 --> 00:05:50,342
I had to pull the man
to the side, I said "Bro...
98
00:05:50,409 --> 00:05:52,211
"I'm not no country singer,
I'm a rapper.
99
00:05:52,277 --> 00:05:53,645
"You do this shit one more time,
100
00:05:53,712 --> 00:05:55,381
dog, there gonna be problems."
101
00:05:57,015 --> 00:06:00,486
So I gotta struggle with that,
but I see one guy bouncing.
102
00:06:01,954 --> 00:06:03,255
I said to myself,
103
00:06:03,322 --> 00:06:06,959
I'm gonna turn that one fan
into millions.
104
00:06:08,694 --> 00:06:11,630
I was really inspired
by being with Tupac
105
00:06:11,663 --> 00:06:15,334
and I was able to start doing
little shows on my own.
106
00:06:15,401 --> 00:06:18,237
I start hitting every market.
107
00:06:18,303 --> 00:06:19,805
I closed the store down.
108
00:06:19,872 --> 00:06:22,608
I'm just out there on my own
building my brand.
109
00:06:24,343 --> 00:06:27,212
During that time I was
in the mix with No Limit
110
00:06:27,279 --> 00:06:28,847
but by me having my babies,
111
00:06:28,914 --> 00:06:31,984
{\an8}I just told Percy "I think
I need to stay home."
112
00:06:32,051 --> 00:06:36,588
Master P's going from town
to town, selling his record.
113
00:06:36,655 --> 00:06:39,425
He put that same dope mentality
that you would do
114
00:06:39,491 --> 00:06:42,494
if you're selling drugs
into the rap game.
115
00:06:42,594 --> 00:06:44,329
The same rules apply.
116
00:06:44,396 --> 00:06:48,267
You sell a thousand CDs for $10,
you made ten grand.
117
00:06:48,333 --> 00:06:51,770
Take that ten grand,
you buy 5000 more CDs,
118
00:06:51,837 --> 00:06:53,605
now you got $50,000.
119
00:06:55,307 --> 00:06:57,152
I was in high school
when I met Master P.
120
00:06:57,176 --> 00:07:00,045
I started doing logos and
drawings for him and photos too.
121
00:07:00,112 --> 00:07:02,514
He would give me tapes
to hand out at high school.
122
00:07:02,614 --> 00:07:04,216
People are like, "Who is this?"
123
00:07:04,283 --> 00:07:06,819
He was just on the cusp
of blowing up.
124
00:07:06,885 --> 00:07:09,621
One thing I remember about
Master P and his apartment.
125
00:07:09,655 --> 00:07:12,524
He was already putting up
frames with his records
126
00:07:12,624 --> 00:07:15,194
as if they were popular,
but he was thinking
127
00:07:15,260 --> 00:07:18,564
they will eventually be gold,
they'll eventually be platinum.
128
00:07:18,630 --> 00:07:20,466
He knew that promotion
would lead to sales.
129
00:07:23,268 --> 00:07:24,603
{\an8}This is my strategy:
130
00:07:24,670 --> 00:07:26,872
{\an8}when I get to a city,
I look for the guys
131
00:07:26,939 --> 00:07:30,242
{\an8}with the fancy cars
and loud radios.
132
00:07:30,309 --> 00:07:31,844
Every drug dealer in every hood
133
00:07:31,910 --> 00:07:34,079
and gave 'em a CD
or a cassette tape.
134
00:07:34,146 --> 00:07:36,982
That's the person that's gonna
market my music.
135
00:07:38,050 --> 00:07:39,418
I look for homeless people,
136
00:07:39,485 --> 00:07:40,886
I give 'em No Limit tee shirts.
137
00:07:40,953 --> 00:07:43,622
Every city I went to,
I had walking billboards.
138
00:07:45,891 --> 00:07:49,695
At one point he wound up
going to Houston.
139
00:07:49,762 --> 00:07:52,231
This is the home of
the Geto Boys
140
00:07:52,297 --> 00:07:53,899
and Rap-a-Lot Records.
141
00:07:59,004 --> 00:08:01,116
Rap-a-Lot, they were doing it
their own way.
142
00:08:01,140 --> 00:08:05,077
"Mind Playing Tricks on Me"
sold major records.
143
00:08:07,379 --> 00:08:09,782
Rap-a-Lot Records CEO J Prince,
144
00:08:09,848 --> 00:08:11,984
he was one of
the most successful
145
00:08:12,051 --> 00:08:14,596
independent black moguls
at that time.
146
00:08:14,620 --> 00:08:18,390
I started Rap-a-Lot
Records in 1986.
147
00:08:18,457 --> 00:08:20,692
First time I met P,
148
00:08:20,759 --> 00:08:24,329
I was actually at a club
in Houston.
149
00:08:24,396 --> 00:08:26,098
Rolled up in a Rolls Royce.
150
00:08:27,466 --> 00:08:29,401
He had a mink coat on
151
00:08:29,468 --> 00:08:31,904
and I'm like,
"Who is this dude?"
152
00:08:31,970 --> 00:08:33,405
He was inquisitive.
153
00:08:33,472 --> 00:08:36,575
He wanted to know
how was this being done.
154
00:08:36,642 --> 00:08:38,944
I said, "Man, I'm
a record executive.
155
00:08:39,011 --> 00:08:42,648
"I have a distribution deal
with Priority Records."
156
00:08:42,715 --> 00:08:45,560
And I'm like, a black man
owning a company
157
00:08:45,584 --> 00:08:49,588
and actually making money,
that's what I wanna do.
158
00:08:51,056 --> 00:08:53,759
And I think a seed
was planted that night.
159
00:08:53,826 --> 00:08:55,961
When I extended my hand
it was play everything.
160
00:08:57,229 --> 00:09:00,899
So after I left Houston
I end up back in the Bay
161
00:09:00,966 --> 00:09:05,471
and I realized I needed to be
strategic like J Prince.
162
00:09:08,240 --> 00:09:11,610
So by late '93, Master P
was very committed
163
00:09:11,677 --> 00:09:13,612
{\an8} to going to that next level.
164
00:09:13,645 --> 00:09:15,614
{\an8} He goes to Merritt College.
165
00:09:17,182 --> 00:09:19,385
The deeper he was
getting into the music
166
00:09:19,451 --> 00:09:22,621
the more knowledge he knew
he needed to be able to win.
167
00:09:22,688 --> 00:09:25,157
He just started taking
business classes.
168
00:09:25,224 --> 00:09:27,826
So one day, and P sat down.
169
00:09:27,893 --> 00:09:30,863
He said, "We need a manager."
170
00:09:32,164 --> 00:09:34,700
We end up meeting this guy,
Tobin Costen.
171
00:09:34,767 --> 00:09:37,069
I was DJing at Gonzaga
University,
172
00:09:37,136 --> 00:09:39,972
Everyone was telling me
the Bay Area was the place to be
173
00:09:40,039 --> 00:09:41,816
if you were trying to get in
the industry and grow.
174
00:09:41,840 --> 00:09:43,409
Bay Area.
175
00:09:43,475 --> 00:09:47,012
So P and I connected
at Denny's in Richmond.
176
00:09:47,079 --> 00:09:48,180
As soon as we met,
177
00:09:48,247 --> 00:09:51,316
it was like,
man, this is my dude.
178
00:09:51,383 --> 00:09:55,387
This guy got glasses on,
he looked like an executive.
179
00:09:55,454 --> 00:09:57,589
Okay, he a front man.
180
00:09:59,024 --> 00:10:03,429
I joined No Limit in 1993
as Master P's business manager.
181
00:10:04,797 --> 00:10:07,299
When I came on board,
we always talked about
182
00:10:07,366 --> 00:10:08,767
"We're gonna
take over the game."
183
00:10:08,834 --> 00:10:11,970
And the first thing
is figure out
184
00:10:12,037 --> 00:10:15,074
how we get better distribution
to sell more records.
185
00:10:20,345 --> 00:10:22,381
Saint Charles'
Solar Music Group,
186
00:10:22,448 --> 00:10:25,284
he was an independent
distributor in the Bay Area.
187
00:10:25,350 --> 00:10:28,087
As far as music, Saint Charles
was the plug.
188
00:10:29,455 --> 00:10:30,932
He showed you how to get
to the money.
189
00:10:30,956 --> 00:10:32,624
When I met P,
190
00:10:32,691 --> 00:10:35,537
I knew that he had something.
191
00:10:35,561 --> 00:10:37,262
He just didn't have
the knowledge
192
00:10:37,329 --> 00:10:40,365
to really jump in this game
like it's supposed to be.
193
00:10:40,432 --> 00:10:44,937
P meeting Saint Charles was
a pivotal point in his career.
194
00:10:45,003 --> 00:10:46,939
Saint Charles gave him the game.
195
00:10:47,005 --> 00:10:49,775
P soaked it up and used
that shit to start
196
00:10:49,842 --> 00:10:52,311
gradually growing independently.
197
00:10:52,378 --> 00:10:55,180
The first project
with Master P was
198
00:10:55,247 --> 00:10:57,449
{\an8}"The Ghettos Trying to Kill Me."
199
00:10:57,583 --> 00:10:59,184
They had this cover.
200
00:11:00,986 --> 00:11:03,889
I think that was oddly
one of the first moments
201
00:11:03,956 --> 00:11:06,892
I realized, you know,
my dad was a rapper.
202
00:11:15,200 --> 00:11:17,036
"The Ghettos Trying to Kill Me,"
203
00:11:17,102 --> 00:11:18,704
that was my first video.
204
00:11:32,284 --> 00:11:35,554
{\an8}When I made a video,
man it was family.
205
00:11:35,621 --> 00:11:39,191
Silkk was in the video,
everybody loved Silkk.
206
00:11:45,330 --> 00:11:49,501
I mean, Sonya was in the video
and my sons Steve and Romeo.
207
00:11:49,568 --> 00:11:51,003
Pops is like, "Look, act scared.
208
00:11:51,070 --> 00:11:52,771
Somebody's about to
rob the house."
209
00:11:52,838 --> 00:11:55,374
I'm like, "Like, really about
to rob the house?"
210
00:11:55,441 --> 00:11:56,742
He's like, "Yeah."
211
00:11:56,809 --> 00:11:58,877
He tricked the hell out of us.
212
00:12:05,150 --> 00:12:07,286
"The Ghettos Trying to Kill Me."
213
00:12:07,352 --> 00:12:11,190
He ends up selling
over 100,000 copies.
214
00:12:13,492 --> 00:12:14,760
This is when you realize,
215
00:12:14,827 --> 00:12:16,929
okay this guy's really
serious about rap
216
00:12:16,995 --> 00:12:20,966
and we begin to see
the future of No Limit.
217
00:12:31,218 --> 00:12:35,589
In 1994, he puts out
"The Ghettos Trying to Kill Me."
218
00:12:35,655 --> 00:12:38,458
This ends up being
a huge success,
219
00:12:38,525 --> 00:12:40,794
so at this point
he is trying to start
220
00:12:40,861 --> 00:12:42,462
expanding his fan base.
221
00:12:42,529 --> 00:12:45,565
P had this idea to take
the most popular rappers
222
00:12:45,632 --> 00:12:48,835
in these local hoods
all over the Bay Area,
223
00:12:48,902 --> 00:12:51,404
and we put 'em on
one compilation,
224
00:12:51,471 --> 00:12:53,607
the "West Coast Bad Boyz."
225
00:12:58,645 --> 00:13:00,280
We had Rappin 4-Tay.
226
00:13:05,051 --> 00:13:07,053
{\an8} JT the Bigga Figga.
227
00:13:11,158 --> 00:13:13,226
If I'm hot in my particular town
228
00:13:13,293 --> 00:13:15,629
{\an8}and you're hot in your town
and we're on the same record,
229
00:13:15,695 --> 00:13:18,698
{\an8} I've just doubled my fan base.
230
00:13:21,835 --> 00:13:23,937
With all those artists
that was from different hoods
231
00:13:24,004 --> 00:13:26,706
on the same record,
it was a game changer.
232
00:13:26,773 --> 00:13:29,576
Man, that shit took
off like wildfire.
233
00:13:29,643 --> 00:13:32,646
{\an8}It sold about 320,000 albums
independently.
234
00:13:33,914 --> 00:13:37,117
The West Coast
Bad Boyz gave us the money
235
00:13:37,184 --> 00:13:39,553
to make the
"99 Ways to Die" album.
236
00:13:39,619 --> 00:13:44,191
I was selling "99 Ways to Die"
to a distributor in Oakland.
237
00:13:44,324 --> 00:13:46,860
That's when he happens
to run into Dave Weiner
238
00:13:46,927 --> 00:13:50,163
who's an executive
from Priority Records.
239
00:13:50,230 --> 00:13:53,333
I was West Coast sales manager
at Priority Records.
240
00:13:53,366 --> 00:13:57,637
I was in the parking lot
and caught Master P's attention.
241
00:14:03,610 --> 00:14:04,911
He just bee-lined towards me
242
00:14:04,978 --> 00:14:07,781
and he was like
"Man, what are you doing here?"
243
00:14:07,848 --> 00:14:10,250
I found out he was
a record executive.
244
00:14:10,350 --> 00:14:13,019
He handed me the
"99 Ways to Die" CD.
245
00:14:13,086 --> 00:14:14,454
I said, "Look, listen to this."
246
00:14:14,521 --> 00:14:16,690
He presented what he's gonna do
247
00:14:16,757 --> 00:14:18,091
and what he's gonna charge,
248
00:14:18,158 --> 00:14:20,160
and then just kind of went away.
249
00:14:22,996 --> 00:14:25,532
I got in the car and
I listened to "99 Ways to Die"
250
00:14:25,599 --> 00:14:27,901
and then a week went by.
251
00:14:27,968 --> 00:14:30,103
He charted within, I believe,
one chart position,
252
00:14:30,170 --> 00:14:33,282
and at that point I went to
the two owners of Priority
253
00:14:33,306 --> 00:14:35,575
and said "Hey, I need to talk to
you about this situation
254
00:14:35,642 --> 00:14:37,511
I'm seeing up in the Bay Area."
255
00:14:39,479 --> 00:14:43,884
With "99 Ways to Die"
P knew he had something.
256
00:14:43,950 --> 00:14:46,920
He was positioning himself
as a boss in the Bay,
257
00:14:46,987 --> 00:14:50,390
but then he saw what
was happening in the South.
258
00:14:53,326 --> 00:14:56,530
{\an8}You know, at that time you had
Outkast and Goodie Mob
259
00:14:56,596 --> 00:15:01,334
{\an8}and the dirty South was
emerging as the third coast.
260
00:15:06,706 --> 00:15:09,176
I had did a West Coast
Bad Boyz project
261
00:15:09,242 --> 00:15:12,813
and I said you know what,
take that game, let's blow up
262
00:15:12,879 --> 00:15:15,649
all these Southern rappers
and let the world know
263
00:15:15,715 --> 00:15:19,820
No Limit is ready
to take over the South.
264
00:15:21,588 --> 00:15:24,491
We had come up with the idea
we're gonna do an album called
265
00:15:24,558 --> 00:15:25,826
"The Down South Hustlers."
266
00:15:25,892 --> 00:15:28,862
If we have a South sound
and a West Coast sound,
267
00:15:28,929 --> 00:15:30,931
nobody at that point would be
able to stop us.
268
00:15:30,997 --> 00:15:33,100
So the number one focus was,
269
00:15:33,166 --> 00:15:36,069
how do we acquire talent
down South?
270
00:15:36,136 --> 00:15:38,638
I started going back home
to New Orleans.
271
00:15:38,705 --> 00:15:40,407
Bounce was already big.
272
00:15:42,309 --> 00:15:45,712
{\an8}Bounce music came into
play in 1991
273
00:15:45,779 --> 00:15:49,750
with MC T Tucker
and my brother, DJ Irv.
274
00:15:49,816 --> 00:15:53,553
Bounce is early
rudimentary hip hop
275
00:15:53,620 --> 00:15:55,322
mixed with that Miami bass.
276
00:15:56,923 --> 00:15:59,826
It took over the city
and Mia was one of
277
00:15:59,893 --> 00:16:03,363
the hottest bounce music artists
in New Orleans.
278
00:16:03,430 --> 00:16:08,135
I loved hip hop more
than I loved anything,
279
00:16:08,201 --> 00:16:13,316
and in '92 I did my first
bounce record, "Da Payback."
280
00:16:19,546 --> 00:16:21,248
{\an8} "Payback" man, it was hot.
281
00:16:21,348 --> 00:16:23,417
It was all over the radio
and mix show.
282
00:16:24,918 --> 00:16:28,655
It was eight minutes
of battle bars
283
00:16:28,722 --> 00:16:31,358
and party travel music.
284
00:16:31,425 --> 00:16:34,428
Everybody had heard of Mia,
she was rocking the house,
285
00:16:34,494 --> 00:16:35,762
killing New Orleans.
286
00:16:35,829 --> 00:16:37,964
Her delivery, her presence,
287
00:16:38,031 --> 00:16:40,276
her sass, everything
was like right on point.
288
00:16:40,300 --> 00:16:43,069
But one record's
not gonna cut it.
289
00:16:43,136 --> 00:16:46,039
I had to provide for
two babies now.
290
00:16:47,307 --> 00:16:50,477
At the time Latifah
and Salt 'N Pepa,
291
00:16:50,544 --> 00:16:52,045
{\an8} they were selling really good.
292
00:16:52,112 --> 00:16:53,447
{\an8} ...Raps!
293
00:16:53,513 --> 00:16:55,182
I knew I could do it.
294
00:16:55,315 --> 00:16:58,118
Everybody start telling me
about Mia X.
295
00:16:58,185 --> 00:17:00,487
I was like, "Man, take me
to her, let me holler at her."
296
00:17:02,989 --> 00:17:04,467
Well, I was working in
a record store.
297
00:17:04,491 --> 00:17:06,860
He came in, he was looking
for a female artist,
298
00:17:06,927 --> 00:17:08,829
and the guys that I worked with
they was like,
299
00:17:08,895 --> 00:17:10,564
"Well Mia rap, Mia rap,"
you know.
300
00:17:10,630 --> 00:17:13,309
I went up and talked to her
and told her what I was doing.
301
00:17:13,333 --> 00:17:15,545
He said, "I just wanted to see
if you'd be interested
302
00:17:15,569 --> 00:17:17,249
"in working with me,
because I'm gonna have
303
00:17:17,337 --> 00:17:18,939
the biggest label in the world."
304
00:17:19,005 --> 00:17:20,941
I didn't know who he was,
305
00:17:21,007 --> 00:17:22,943
but for some reason I was like,
306
00:17:23,009 --> 00:17:25,145
I think he gonna do something.
307
00:17:25,212 --> 00:17:27,347
So he was like, "Well, let's go
to California."
308
00:17:27,380 --> 00:17:30,083
And it was like, bam,
Mama I'll see you in a minute.
309
00:17:30,150 --> 00:17:31,618
I'm going to California.
310
00:17:34,121 --> 00:17:37,390
The next piece
of it was Serv-On.
311
00:17:37,457 --> 00:17:40,127
Damn near everybody want to be
a rapper, but everybody can't.
312
00:17:40,193 --> 00:17:43,272
Now, I knew I was better
than so many in New Orleans
313
00:17:43,296 --> 00:17:45,999
but the labels wouldn't
pay attention to me
314
00:17:46,066 --> 00:17:48,935
till KLC really took
me under his wing
315
00:17:49,002 --> 00:17:51,538
and then we made my demo.
316
00:17:57,410 --> 00:18:02,349
KLC was a producer on
the rise in New Orleans.
317
00:18:02,416 --> 00:18:05,118
KL really had, like,
this signature sound.
318
00:18:06,620 --> 00:18:10,824
So KL and Serv-On started making
hard, good tracks.
319
00:18:16,062 --> 00:18:18,632
KL and I, every time
we got a break
320
00:18:18,698 --> 00:18:20,801
something would go wrong.
321
00:18:24,938 --> 00:18:27,073
I submitted demos
and I had a lot of doors
322
00:18:27,140 --> 00:18:28,708
shut in my face, and I mean,
323
00:18:28,775 --> 00:18:30,477
I had to resort to street life.
324
00:18:31,812 --> 00:18:34,114
One night my mom told me,
"Don't come home."
325
00:18:34,181 --> 00:18:36,416
Some serious people in the house
326
00:18:36,483 --> 00:18:39,052
at 5:00 in the morning
looking for me.
327
00:18:40,320 --> 00:18:43,290
You know, most rappers
from here die.
328
00:18:43,356 --> 00:18:46,960
They get murdered,
and so I called P.
329
00:18:47,027 --> 00:18:49,362
P is like a big brother to me.
330
00:18:49,429 --> 00:18:51,531
I always come back into
Cali to play ball.
331
00:18:51,598 --> 00:18:54,434
We was always tight so when
stuff wasn't working for me,
332
00:18:54,501 --> 00:18:56,937
he was like "I got this
record label, No Limit."
333
00:18:57,003 --> 00:19:00,407
He called me up, so I said,
"All right.
334
00:19:00,474 --> 00:19:01,942
"If I can help you
with something,
335
00:19:02,008 --> 00:19:03,543
you know, let's figure it out."
336
00:19:03,610 --> 00:19:06,046
And I told him what
was going on.
337
00:19:06,113 --> 00:19:08,548
He was like "Just stay alive
till in the morning.
338
00:19:08,615 --> 00:19:11,184
Your plane ticket'll be
there at the airport."
339
00:19:13,320 --> 00:19:17,324
We went out to California,
and the first thing he did
340
00:19:17,357 --> 00:19:19,326
he had jackets already made
with No Limit Records
341
00:19:19,392 --> 00:19:22,195
on the back,
my name stitched in it.
342
00:19:22,329 --> 00:19:24,564
And we had a talk about
loyalty and respect
343
00:19:24,631 --> 00:19:26,967
and about being there,
and it's gonna blow up.
344
00:19:27,033 --> 00:19:29,536
And that's why I knew
No Limit was for me.
345
00:19:32,405 --> 00:19:36,376
{\an8}In early 1995, we got to
the studio
346
00:19:36,443 --> 00:19:39,446
with some producers
from the Bay Area.
347
00:19:39,513 --> 00:19:41,381
And I wasn't feeling it,
348
00:19:41,448 --> 00:19:45,619
'cause I wanted
the bass of the South.
349
00:19:47,287 --> 00:19:52,659
I told P, "Look, we gotta
get KL up here and fast."
350
00:19:52,726 --> 00:19:54,928
With me and Mia,
if KL don't come
351
00:19:54,995 --> 00:19:56,396
we can't do this with you.
352
00:19:56,463 --> 00:19:59,633
I was like, "Okay, let's do it."
353
00:20:02,102 --> 00:20:04,504
He flew KL to California
354
00:20:04,571 --> 00:20:06,706
and he went straight
to the studio.
355
00:20:06,773 --> 00:20:10,043
So KLC eventually ends up
bringing in
356
00:20:10,110 --> 00:20:11,545
several other producers.
357
00:20:11,611 --> 00:20:14,314
Craig B, Mo B Dick,
358
00:20:14,381 --> 00:20:17,451
Odell, and later on,
Carlos Stevens.
359
00:20:17,517 --> 00:20:21,221
And together they become
Beats by the Pound.
360
00:20:21,321 --> 00:20:24,091
What Beats by the Pound
did for Master P
361
00:20:24,157 --> 00:20:28,161
was give him that authentic
New Orleans sound.
362
00:20:29,596 --> 00:20:35,168
P got an apartment for me,
Serv, Mo B, and KL.
363
00:20:35,268 --> 00:20:38,905
We called our house
"Three... and a Broad."
364
00:20:41,775 --> 00:20:44,277
They became my real brothers.
365
00:20:44,311 --> 00:20:47,114
That's when things
really started taking a shape
366
00:20:47,180 --> 00:20:50,717
because C would be there,
Silkk would be there.
367
00:20:50,784 --> 00:20:53,487
P would be there,
KL would be playing bass.
368
00:20:53,553 --> 00:20:55,455
We'd freestyle and
coming up with things
369
00:20:55,522 --> 00:20:59,392
in that apartment
we created, right there.
370
00:20:59,459 --> 00:21:01,628
That's when KL did "Bout it."
371
00:21:04,664 --> 00:21:07,667
"Bout it" changed the game
for No Limit.
372
00:21:13,447 --> 00:21:17,784
We were in the studio and KL
made the beat for "Bout it."
373
00:21:17,851 --> 00:21:22,289
Master P came to the studio
and KL played it
374
00:21:22,356 --> 00:21:24,158
and he just was
sitting there looking.
375
00:21:24,224 --> 00:21:26,193
It was just one of them
defining moments.
376
00:21:26,260 --> 00:21:28,695
He was like, "Man,
I need to get that."
377
00:21:28,762 --> 00:21:30,397
You could see in his eyes.
378
00:21:33,200 --> 00:21:35,903
Came up with the hook
and I knew that
379
00:21:35,969 --> 00:21:37,437
"Bout it, Bout it" was a hit.
380
00:21:37,504 --> 00:21:40,807
And I remember him just
saying, "You 'bout it?
381
00:21:40,874 --> 00:21:42,609
I'm 'bout it, 'bout it."
382
00:21:53,387 --> 00:21:56,623
"Bout It, Bout It," that's
the shot heard round the world.
383
00:22:06,200 --> 00:22:08,602
The whole thing
was just authentic.
384
00:22:08,669 --> 00:22:10,771
I remember the "Bout it,
Bout it" video
385
00:22:10,838 --> 00:22:13,941
and it's just like a concert
in the middle of the projects.
386
00:22:14,007 --> 00:22:17,711
And it introduces a new artist
by the name of Mia X.
387
00:22:25,486 --> 00:22:27,221
The music was infectious.
388
00:22:29,122 --> 00:22:31,725
No matter where you were from,
you felt it.
389
00:22:33,894 --> 00:22:36,439
"Bout It, Bout It" was like
a gangster-ass South song
390
00:22:36,463 --> 00:22:38,131
that just made you
and your crew feel like
391
00:22:38,198 --> 00:22:40,901
y'all could just
go take on anybody.
392
00:22:43,537 --> 00:22:46,540
This thing is catching on,
getting bigger and bigger.
393
00:22:46,607 --> 00:22:49,943
On a national level,
"I'm Bout It" was really
394
00:22:50,010 --> 00:22:52,179
the foundation of making
Master P
395
00:22:52,246 --> 00:22:53,981
and No Limit Records stars.
396
00:22:54,047 --> 00:22:58,218
So many record executives wanted
to be down with Master P.
397
00:23:01,788 --> 00:23:03,099
Jimmy Iovine, is that how
it's pronounced?
398
00:23:03,123 --> 00:23:04,224
Iovine.
399
00:23:04,291 --> 00:23:06,093
By early 1995
400
00:23:06,160 --> 00:23:08,562
Jimmy Iovine at Interscope,
401
00:23:08,629 --> 00:23:11,165
he's really interested
in Master P.
402
00:23:11,231 --> 00:23:13,700
At the time Interscope
with Death Row
403
00:23:13,767 --> 00:23:17,037
had the biggest
artists in the world.
404
00:23:25,879 --> 00:23:28,382
The red on red? Don't you like
the red on red Interscope?
405
00:23:28,448 --> 00:23:31,285
Jimmy Iovine, he said,
"Man, I'm gonna
406
00:23:31,351 --> 00:23:32,951
write you a check
for a million dollars."
407
00:23:32,986 --> 00:23:36,323
My job, what I'm really
looking for, was the potential.
408
00:23:36,390 --> 00:23:40,360
I get the contract, bam,
seven year deal.
409
00:23:40,427 --> 00:23:42,329
Couldn't use my name,
410
00:23:42,396 --> 00:23:44,598
and I'm like, "Man, I'm gonna go
411
00:23:44,731 --> 00:23:47,201
get something to eat
and I'm gonna come back."
412
00:23:47,267 --> 00:23:49,236
He said, "Well, if you
don't come back
413
00:23:49,303 --> 00:23:52,005
"you'll never get
a deal in this town."
414
00:23:52,072 --> 00:23:54,107
I end up not coming back.
415
00:23:55,742 --> 00:23:57,811
If you're a young black male
416
00:23:57,878 --> 00:23:59,813
making those kind of moves,
417
00:23:59,880 --> 00:24:03,650
navigating this industry,
that was a huge play.
418
00:24:07,921 --> 00:24:10,023
That's rolling the dice,
419
00:24:10,090 --> 00:24:11,492
but that's also extreme
confidence
420
00:24:11,558 --> 00:24:13,927
and knowing what your brand
and your product is.
421
00:24:13,994 --> 00:24:17,431
That white man offered me
a million dollars
422
00:24:17,498 --> 00:24:20,467
and he don't know me.
How much you think I'm worth?
423
00:24:20,534 --> 00:24:23,680
If he offered us a million
we're worth 100 million.
424
00:24:23,704 --> 00:24:25,515
They ain't gonna offer you that
if you got something.
425
00:24:25,539 --> 00:24:27,508
He just let us know
what we got now.
426
00:24:27,574 --> 00:24:32,379
Master P realized, if I don't
know what I'm doing,
427
00:24:32,446 --> 00:24:35,549
you can lose money
in this game real quick.
428
00:24:35,616 --> 00:24:38,719
So he sought knowledge of
the record industry
429
00:24:38,752 --> 00:24:41,188
from people who knew what
they were talking about.
430
00:24:41,255 --> 00:24:43,457
He was like, "I wanna own
my own shit.
431
00:24:43,524 --> 00:24:45,125
"I wanna own my own
masters, everything.
432
00:24:45,192 --> 00:24:46,960
What do I gotta do to do that?"
433
00:24:48,729 --> 00:24:50,230
P went to go see
434
00:24:50,297 --> 00:24:51,732
Michael Jackson's lawyer
435
00:24:51,765 --> 00:24:55,536
and the guy wanted $25,000
to come sit with him.
436
00:24:55,602 --> 00:24:58,338
I gave him the 25,000.
437
00:24:58,405 --> 00:24:59,916
He was like, "Look,
if you want some money,
438
00:24:59,940 --> 00:25:03,777
"you want a distribution deal
where you get 85%
439
00:25:03,844 --> 00:25:07,181
and the record company get 15%."
440
00:25:07,247 --> 00:25:10,818
I said, "I want
a distribution deal."
441
00:25:11,919 --> 00:25:14,454
And because of Dave Weiner
442
00:25:14,521 --> 00:25:16,423
Priority came at the right time.
443
00:25:19,693 --> 00:25:21,395
{\an8} By the mid 1990s
444
00:25:21,461 --> 00:25:25,432
Priority Records had had
a tremendous amount of success.
445
00:25:25,499 --> 00:25:29,403
They had Ruthless Records,
which was Eazy-E and N.W.A.
446
00:25:29,469 --> 00:25:31,681
And Ice Cube of course was huge.
447
00:25:36,543 --> 00:25:39,689
But what Priority didn't
have in 1995 was
448
00:25:39,713 --> 00:25:43,050
a steady stream or
a new pipeline of artists.
449
00:25:49,556 --> 00:25:52,493
Dave was really into Master P
450
00:25:52,559 --> 00:25:55,028
and what I heard I liked,
so what I was gonna do,
451
00:25:55,095 --> 00:25:56,973
I was give him everything
we gave everyone else.
452
00:25:56,997 --> 00:26:01,635
Most artists come in
and get 10% or 20% deals.
453
00:26:01,735 --> 00:26:03,971
We were interested in
Master P as a businessman
454
00:26:04,037 --> 00:26:05,272
and a record label owner,
455
00:26:05,339 --> 00:26:08,509
and the few artists
he had around him.
456
00:26:10,511 --> 00:26:13,180
We were all seeing really
how this was building
457
00:26:13,247 --> 00:26:18,819
so we set up some formal type
meetings and he came to L.A.
458
00:26:22,055 --> 00:26:23,666
{\an8}He comes in and he's a tall guy,
459
00:26:23,690 --> 00:26:28,028
he's got a tee shirt on,
a baseball cap, backwards.
460
00:26:28,095 --> 00:26:30,297
He was the tallest rapper
I'd ever seen.
461
00:26:30,364 --> 00:26:33,534
He said, "Man, you know we wanna
give you a record deal."
462
00:26:33,600 --> 00:26:37,037
And I'm like, "Look man,
I want a distribution deal.
463
00:26:37,104 --> 00:26:39,273
I want a 85/15 deal."
464
00:26:39,339 --> 00:26:42,042
No one had done a deal
like this before.
465
00:26:42,109 --> 00:26:44,478
But Master P,
466
00:26:44,545 --> 00:26:47,848
he was like absolutely
non-negotiable.
467
00:26:47,915 --> 00:26:51,418
They gave me a deal,
the rest was history.
468
00:26:54,721 --> 00:26:57,257
It was 85/15 and then
we went back.
469
00:26:57,324 --> 00:27:00,294
We needed $250,000 advance
for some records
470
00:27:00,360 --> 00:27:02,229
and then it went to 80/20.
471
00:27:02,296 --> 00:27:05,532
Okay, you own your masters,
you own all the music.
472
00:27:05,599 --> 00:27:09,436
You're basically
paying us a 20% fee
473
00:27:09,503 --> 00:27:12,673
to get it into record stores,
474
00:27:12,739 --> 00:27:14,541
and you have to do
everything else,
475
00:27:14,675 --> 00:27:16,276
marketing and promotions.
476
00:27:16,343 --> 00:27:19,947
I think he had the best deal
at the time
477
00:27:20,013 --> 00:27:24,718
of any black-owned
record company in history.
478
00:27:24,785 --> 00:27:26,854
Master P, I mean goddam,
479
00:27:26,920 --> 00:27:29,356
that is not how
an artist thinks.
480
00:27:29,423 --> 00:27:31,358
That's how a business
person thinks.
481
00:27:37,956 --> 00:27:42,728
So in 1995 Master P signs
a 80/20 deal with Priority.
482
00:27:47,232 --> 00:27:52,271
$15 per CD, and 80% of that
going into his pocket.
483
00:27:52,337 --> 00:27:54,206
It starts adding up really fast.
484
00:27:54,273 --> 00:27:56,141
When you're your own label,
485
00:27:56,208 --> 00:27:59,044
it gives you the freedom
to control every move you make,
486
00:27:59,111 --> 00:28:02,781
versus being, you know,
at the mercy of the majors.
487
00:28:04,683 --> 00:28:05,860
While Master P was on top
488
00:28:05,884 --> 00:28:08,020
in the Bay, back in New Orleans
489
00:28:08,086 --> 00:28:10,222
Cash Money Records,
they were getting a lot of love.
490
00:28:10,289 --> 00:28:12,825
They had BG, Lil Wayne,
491
00:28:12,891 --> 00:28:16,361
U.N.L.V., Mannie Fresh
and Juvie.
492
00:28:16,428 --> 00:28:18,197
New Orleans to the end.
493
00:28:18,263 --> 00:28:22,201
Cash Money was amongst
the hottest labels in the city.
494
00:28:22,267 --> 00:28:23,468
Cash Money was already
495
00:28:23,535 --> 00:28:25,137
a successful
independent enterprise,
496
00:28:25,204 --> 00:28:28,941
but what Cash Money didn't have
was national distribution.
497
00:28:29,007 --> 00:28:32,277
Cash Money owners Birdman
and Slim
498
00:28:32,344 --> 00:28:35,314
reach out to Master P
to see if they can
499
00:28:35,380 --> 00:28:39,051
get artists on their label
distributed through his label.
500
00:28:40,719 --> 00:28:43,722
'95, '96, we sat down
with those guys
501
00:28:43,789 --> 00:28:45,724
at some restaurant
in New Orleans.
502
00:28:49,761 --> 00:28:52,865
It was Baby Slim, myself and P,
503
00:28:52,931 --> 00:28:56,068
and we talked to them
about utilizing
504
00:28:56,134 --> 00:28:57,469
our relationship with Priority
505
00:28:57,536 --> 00:29:01,073
and our distribution
and funneling through.
506
00:29:02,574 --> 00:29:04,977
But P, he had a different idea.
507
00:29:05,043 --> 00:29:08,447
Baby was his own dude, like,
he had his own vision.
508
00:29:08,514 --> 00:29:10,191
That never would have worked
with No Limit.
509
00:29:10,215 --> 00:29:11,617
So we left it at that.
510
00:29:11,750 --> 00:29:13,752
It was nothing else after that,
you know?
511
00:29:13,819 --> 00:29:15,754
We kept it moving.
512
00:29:20,792 --> 00:29:24,739
Meanwhile, back in the Bay Area,
a lot of drama ensued.
513
00:29:24,763 --> 00:29:27,633
Master P's 80/20
distribution deal
514
00:29:27,766 --> 00:29:29,768
creates huge tension
for No Limit.
515
00:29:29,801 --> 00:29:31,513
Guys felt like they
weren't getting the money
516
00:29:31,537 --> 00:29:33,405
and Master P did.
517
00:29:33,472 --> 00:29:35,941
There were rumblings
around finances.
518
00:29:36,008 --> 00:29:38,710
All the artists would
come to me upset with P
519
00:29:38,777 --> 00:29:43,782
but kind of afraid of P,
and it's the trust factor.
520
00:29:43,849 --> 00:29:45,717
People don't trust
you with money.
521
00:29:48,287 --> 00:29:49,687
I believe the Priority deal
522
00:29:49,721 --> 00:29:51,824
broke up the Northern
California faction.
523
00:29:51,890 --> 00:29:55,127
Master P, he kept on saying
he owned all the masters.
524
00:29:55,194 --> 00:29:58,230
You know, mean didn't nobody
have no other part in it.
525
00:29:58,297 --> 00:30:00,566
After we signed the deal
with Priority
526
00:30:00,632 --> 00:30:02,501
we had to work for
the guys in the Bay.
527
00:30:02,568 --> 00:30:04,069
They wasn't putting
out no records
528
00:30:04,136 --> 00:30:05,771
so they couldn't get paid.
529
00:30:07,239 --> 00:30:09,208
Next thing you know
we had a little situation
530
00:30:09,274 --> 00:30:14,446
which caused Master P, Tobin
and King George to split.
531
00:30:14,513 --> 00:30:16,248
I have a lack of trust for him,
532
00:30:16,315 --> 00:30:18,584
he's got a lack of trust for me.
533
00:30:18,650 --> 00:30:20,853
It was tough for me to leave
534
00:30:20,919 --> 00:30:22,855
but I was kind of
frustrated with things,
535
00:30:22,921 --> 00:30:24,766
and then at that time I had
a couple different labels
536
00:30:24,790 --> 00:30:27,426
who wanted to do
some other projects.
537
00:30:27,493 --> 00:30:31,296
Tobin came to us, and to Mia
and to KL and,
538
00:30:31,363 --> 00:30:33,966
"Hey, we got this and
we're gonna do this and we..."
539
00:30:34,032 --> 00:30:36,702
We were like, "We ain't
up here for that."
540
00:30:36,735 --> 00:30:40,839
The word goes out that
Tobin and I
541
00:30:40,906 --> 00:30:44,686
are planning on getting
a side deal with Priority.
542
00:30:44,710 --> 00:30:46,020
Tobin starts telling them
543
00:30:46,044 --> 00:30:48,113
he can do his own thing,
he didn't need me,
544
00:30:48,180 --> 00:30:49,958
so I was like, "Man,
well good luck to you and all,
545
00:30:49,982 --> 00:30:52,417
{\an8}'cause I'm gonna keep doing
what I gotta do."
546
00:30:53,919 --> 00:30:56,922
{\an8}That's when I knew, it was over.
547
00:30:58,457 --> 00:31:02,127
When Master P severed ties
with me
548
00:31:02,194 --> 00:31:04,129
that broke my heart, man.
549
00:31:05,831 --> 00:31:07,399
That shit broke my heart.
550
00:31:07,466 --> 00:31:09,535
You know, I had a lot
of love for King,
551
00:31:09,601 --> 00:31:11,637
but at the same time
he couldn't see
552
00:31:11,737 --> 00:31:13,572
the bigger
picture of what I was doing.
553
00:31:13,639 --> 00:31:17,743
Master P, he said,
"I want everybody to know.
554
00:31:17,776 --> 00:31:22,614
"King George is no longer
with No Limit Records."
555
00:31:22,748 --> 00:31:28,153
I always had your back
and you gonna leave me for dead.
556
00:31:30,889 --> 00:31:32,558
That hurt me, man...
557
00:31:36,261 --> 00:31:39,898
No Limit is what I created,
TRU is what I created.
558
00:31:39,965 --> 00:31:44,002
I opened my arms to people
to join my movement.
559
00:31:44,069 --> 00:31:47,239
So now if I see you
and you not doing
560
00:31:47,306 --> 00:31:49,708
the same thing I'm doing,
I'm gonna cut you off.
561
00:31:50,843 --> 00:31:52,010
That's just what men do,
562
00:31:52,077 --> 00:31:53,946
so if you don't like it
that's on you.
563
00:31:55,280 --> 00:31:56,691
That was one of, you know,
564
00:31:56,715 --> 00:31:58,450
the defining moments
to all of us.
565
00:31:58,517 --> 00:32:03,489
P sat us down, me,
C, Silkk, Mia, Mo B, KL.
566
00:32:03,555 --> 00:32:05,491
All of us up there
from New Orleans.
567
00:32:05,557 --> 00:32:08,227
P was like, "I wanna see
who here with me."
568
00:32:08,293 --> 00:32:10,729
And he was just like, "Man,
we gotta hang in there together
569
00:32:10,796 --> 00:32:13,532
"'cause some of us
ain't gonna make it.
570
00:32:13,599 --> 00:32:15,033
"Might be in jail,
might be dead.
571
00:32:15,100 --> 00:32:17,302
"You know, might be just
jealously walking off.
572
00:32:17,369 --> 00:32:20,939
We just gotta keep our focus
and do what we have to do."
573
00:32:21,006 --> 00:32:23,775
We in a tough situation
574
00:32:23,842 --> 00:32:25,811
but let's make the best
out of it.
575
00:32:25,878 --> 00:32:29,147
This is No Limit.
We have to move on.
576
00:32:36,079 --> 00:32:37,890
When I was in the Bay,
a lot of those guys
577
00:32:37,914 --> 00:32:40,283
didn't believe in me, even
the guys that was around me,
578
00:32:40,350 --> 00:32:42,452
that was with me,
they couldn't see my vision.
579
00:32:42,519 --> 00:32:45,722
Everybody that doubted,
they was out of my life.
580
00:32:45,789 --> 00:32:48,091
The people that believed
started coming together.
581
00:32:48,158 --> 00:32:49,793
You either with us
or you're against us.
582
00:32:49,859 --> 00:32:51,161
But you're not gonna stop us.
583
00:32:51,227 --> 00:32:54,297
That's what that "Ice Cream Man"
album was about.
584
00:32:55,932 --> 00:32:58,568
April '96, "The Ice Cream Man"
drops.
585
00:32:58,635 --> 00:33:00,703
Another shot heard
around the world.
586
00:33:00,770 --> 00:33:05,141
That "Ice Cream man" was done
in a weekend, completed.
587
00:33:12,715 --> 00:33:14,984
"Mister Ice Cream Man,"
that shit was fly as...
588
00:33:22,392 --> 00:33:25,595
I sold dope so all
the drug dealers in songs
589
00:33:25,662 --> 00:33:27,039
that were relevant
to selling drugs,
590
00:33:27,063 --> 00:33:29,966
I always had a radar for that.
591
00:33:30,033 --> 00:33:31,768
Well everybody wanna
taste some ice cream.
592
00:33:34,137 --> 00:33:35,972
In the hood, the ice cream man
593
00:33:36,005 --> 00:33:39,952
served another kind of white
other than vanilla.
594
00:33:41,544 --> 00:33:44,314
And he married
those themes together,
595
00:33:44,380 --> 00:33:45,982
and made a smash hit.
596
00:33:50,286 --> 00:33:53,256
I think that identity
that resonated with
597
00:33:53,323 --> 00:33:57,293
all the street guys in the hood,
they were our core audience.
598
00:34:20,350 --> 00:34:21,451
It was infectious.
599
00:34:21,518 --> 00:34:23,453
Come check this out.
He's a hit twice.
600
00:34:23,520 --> 00:34:25,188
This is only just the beginning.
601
00:34:25,255 --> 00:34:27,500
It was like a wave that
just came from New Orleans
602
00:34:27,524 --> 00:34:29,025
all the way over to
the East Coast,
603
00:34:29,092 --> 00:34:31,361
up North, the whole bit.
Everybody was in.
604
00:34:34,731 --> 00:34:36,833
I know y'all, y'all got
this "Ice Cream Man" album
605
00:34:36,966 --> 00:34:39,169
'cause it's straight up
ice cream, 31 flavors.
606
00:34:39,235 --> 00:34:41,971
Silkk, that's my brother,
you know what I'm saying?
607
00:34:42,038 --> 00:34:43,440
C-Murder, that's my brother.
608
00:34:43,506 --> 00:34:45,074
We all one big family.
609
00:34:45,141 --> 00:34:48,244
It's all about getting paid
and a nice feeling.
610
00:34:50,280 --> 00:34:52,482
In '96 when "Ice Cream Man"
dropped,
611
00:34:52,549 --> 00:34:55,718
we were all pretty shocked
'cause it did really well.
612
00:34:55,785 --> 00:34:58,688
And we were flying.
We were doing unbelievable.
613
00:34:58,755 --> 00:34:59,989
People were buying the record,
614
00:35:00,023 --> 00:35:01,558
buying the record,
buying the record.
615
00:35:01,624 --> 00:35:04,994
I was happy we were going gold
and then it went platinum.
616
00:35:05,028 --> 00:35:08,231
"The Ice Cream Man"
becomes his first project
617
00:35:08,298 --> 00:35:10,033
to go platinum.
618
00:35:10,100 --> 00:35:11,734
When "Ice Cream Man"
went platinum,
619
00:35:11,801 --> 00:35:14,304
P wasn't shocked
because he put the work in.
620
00:35:14,370 --> 00:35:16,272
He was making a fist load
of money.
621
00:35:16,339 --> 00:35:18,074
It was unbelievable.
622
00:35:18,141 --> 00:35:20,810
{\an8}He started getting checks for
like a million, 750.
623
00:35:20,877 --> 00:35:23,913
Most times, he put 200,000,
300,000 in my account.
624
00:35:24,013 --> 00:35:26,049
I was scared to death.
Man, we going to jail.
625
00:35:26,116 --> 00:35:29,052
But he like, "Man, shut up
and come on."
626
00:35:29,119 --> 00:35:32,255
Despite his newfound
success, Master P,
627
00:35:32,322 --> 00:35:33,957
he really wanted to get
some coverage
628
00:35:33,990 --> 00:35:36,993
in a hip hop trade magazine
called "4080."
629
00:35:38,128 --> 00:35:41,865
"4080" magazine was very
influential
630
00:35:41,965 --> 00:35:45,168
and important for
the independent hustle movement.
631
00:35:45,235 --> 00:35:48,071
The "Ice Cream Man" album
had so much success that
632
00:35:48,138 --> 00:35:52,208
Master P thought he should
be able to get a solo cover.
633
00:35:52,275 --> 00:35:54,954
I was the editor
of "4080" magazine.
634
00:35:54,978 --> 00:35:59,883
I remember it came down to
Master P and Busta Rhymes.
635
00:35:59,983 --> 00:36:01,427
Put ya hands up in here!
636
00:36:01,451 --> 00:36:03,720
As the story goes,
P got on the phone
637
00:36:03,787 --> 00:36:05,622
one day with the publisher.
638
00:36:10,260 --> 00:36:13,596
P was adamant that
he needed to have a cover
639
00:36:13,663 --> 00:36:15,999
by himself on the magazine.
640
00:36:17,100 --> 00:36:19,235
To emphasize his point...
641
00:36:21,871 --> 00:36:23,406
P shot a gun into the air.
642
00:36:25,341 --> 00:36:29,412
And so Master P got
his first solo cover.
643
00:36:31,881 --> 00:36:33,550
I guess he made his point.
644
00:36:33,616 --> 00:36:35,685
Come on man,
don't believe that, man.
645
00:36:35,752 --> 00:36:37,420
The "4080" liked me, man.
646
00:36:38,955 --> 00:36:41,324
At that time P was changing.
647
00:36:41,391 --> 00:36:43,193
You know, he started
taking chances.
648
00:36:44,994 --> 00:36:47,130
He goes from just being
a solo artist
649
00:36:47,197 --> 00:36:50,967
to running a label with
a brilliant strategic plan.
650
00:36:51,000 --> 00:36:54,404
At that particular time
P had a roster
651
00:36:54,471 --> 00:36:57,073
of artists from New Orleans,
652
00:36:57,140 --> 00:36:59,476
with Mia X representing for
the ladies.
653
00:36:59,542 --> 00:37:02,212
She had released
"Good Girl Gone Bad"
654
00:37:02,278 --> 00:37:07,417
and that's early stages of
the signature No Limit sound.
655
00:37:07,484 --> 00:37:09,419
{\an8} They also have Skull Duggery.
656
00:37:09,486 --> 00:37:11,154
Down South.
657
00:37:11,221 --> 00:37:12,989
Kane and Abel. Mr. Abel.
658
00:37:13,022 --> 00:37:14,491
And? Mr. Kane.
659
00:37:14,557 --> 00:37:18,294
And then P's brothers,
obviously, C-Murder and Silkk.
660
00:37:18,361 --> 00:37:20,864
I put my first record out,
"The Shocker."
661
00:37:22,132 --> 00:37:23,609
That why I named my album
"The Shocker"
662
00:37:23,633 --> 00:37:25,735
'cause I knew everybody
was underestimating me.
663
00:37:25,802 --> 00:37:27,137
"Shocker" word do you. For sure.
664
00:37:27,203 --> 00:37:28,763
You know what I'm
saying, I had to, dog.
665
00:37:34,377 --> 00:37:36,646
I just had momentum,
it was like,
666
00:37:36,713 --> 00:37:39,015
put him out now.
667
00:37:43,787 --> 00:37:45,121
P did the math.
668
00:37:45,188 --> 00:37:47,524
If I just put out a bunch
of records
669
00:37:47,590 --> 00:37:51,461
and I take 80% every time,
that's gonna add up.
670
00:37:58,401 --> 00:38:01,237
We saw how much money
we making off of one album,
671
00:38:01,304 --> 00:38:03,573
we could make an album
every month.
672
00:38:03,640 --> 00:38:05,742
Look how much more money
we could get down the road.
673
00:38:12,582 --> 00:38:15,852
{\an8}I don't think Priority
understood
674
00:38:15,985 --> 00:38:17,687
what was about to happen.
675
00:38:17,754 --> 00:38:20,256
Working at Priority,
every Wednesday there'd be
676
00:38:20,323 --> 00:38:22,425
an executive meeting
and we'd go in there
677
00:38:22,492 --> 00:38:24,828
and talk about the projects
that were on the table.
678
00:38:27,230 --> 00:38:29,432
So I'm sitting in this
corporate meeting.
679
00:38:29,499 --> 00:38:31,367
They're telling me everything
I can't do.
680
00:38:31,434 --> 00:38:33,970
Me and P are the only two
brothers in there, right?
681
00:38:34,037 --> 00:38:37,373
Out of nowhere... I said,
682
00:38:37,440 --> 00:38:39,442
"Man you think you white,
you right."
683
00:38:41,144 --> 00:38:42,946
Y'all think white is right,
684
00:38:43,012 --> 00:38:44,748
and that ain't the... case here.
685
00:38:44,814 --> 00:38:46,459
Man, you know what,
this is my company.
686
00:38:46,483 --> 00:38:48,952
I can put out how many records
I want to put out.
687
00:38:48,985 --> 00:38:50,463
This is our shit and we own it,
688
00:38:50,487 --> 00:38:52,322
and this what the...
We gonna do.
689
00:38:52,388 --> 00:38:54,390
Come on, buyers,
get the... up outta here.
690
00:38:54,457 --> 00:38:56,793
And that's how we left 'em.
We walked out,
691
00:38:56,860 --> 00:38:59,095
closed the door,
I hugged that...
692
00:38:59,162 --> 00:39:01,002
I told him, "Boy, that's
the most powerful shit
693
00:39:01,064 --> 00:39:03,366
I ever seen before in my life."
694
00:39:03,433 --> 00:39:05,268
And after that they got in line.
695
00:39:06,836 --> 00:39:08,314
Oh man, I'm gonna tell
you like this here
696
00:39:08,338 --> 00:39:10,106
when you see a No Limit project
697
00:39:10,173 --> 00:39:13,009
from the cassette to
the CD to the tape
698
00:39:13,076 --> 00:39:16,346
we control all that,
it's mine, I own this here.
699
00:39:16,413 --> 00:39:18,448
And at that point he said
700
00:39:18,515 --> 00:39:20,216
"Where's my... office?
You don't think
701
00:39:20,283 --> 00:39:22,018
I... deserve an office, bruh?"
702
00:39:22,085 --> 00:39:24,587
Ya heard me, ya heard me?
703
00:39:24,654 --> 00:39:26,823
He brought up a good point,
so we got him
704
00:39:26,890 --> 00:39:28,825
a corner office
in the CNN building.
705
00:39:28,892 --> 00:39:31,728
Got a pool table in there.
706
00:39:31,795 --> 00:39:34,197
P is reaping the rewards.
707
00:39:34,264 --> 00:39:37,066
He buys a house
in Beverly Hills.
708
00:39:37,133 --> 00:39:39,202
But even though
P is making moves,
709
00:39:39,269 --> 00:39:41,004
it didn't come
without contention.
710
00:39:42,472 --> 00:39:44,741
I get a phone call
and it's Suge Knight.
711
00:39:44,808 --> 00:39:48,244
He said, "Man, you know,
California ain't big enough."
712
00:39:48,311 --> 00:39:51,548
Suge told P, "Welcome to L.A.
but there ain't enough room
713
00:39:51,614 --> 00:39:54,517
for both of us in L.A."
P told him...
714
00:39:54,584 --> 00:39:56,453
When you moving?
715
00:40:00,949 --> 00:40:02,193
No Limit Records is
in the house.
716
00:40:02,217 --> 00:40:05,253
This was the height
of No Limit's power.
717
00:40:05,320 --> 00:40:07,589
Nobody touched us back then.
718
00:40:07,655 --> 00:40:09,166
Roll in and chill right there,
719
00:40:09,190 --> 00:40:11,860
boom, he coming with us.
720
00:40:11,926 --> 00:40:14,729
I told Snoop we're the biggest
company in the world now.
721
00:40:14,796 --> 00:40:16,564
There's a whole No Limit
dog eat dog world.
722
00:40:18,333 --> 00:40:20,134
I was like okay,
he's my kind of...
723
00:40:20,201 --> 00:40:22,203
But he was out still with Suge.
724
00:40:22,270 --> 00:40:24,339
Death Row, these dudes
do not play.
725
00:40:24,405 --> 00:40:26,441
We've got guns, who cares?
726
00:40:26,508 --> 00:40:29,277
I'm a boss. I need to talk
to the boss.
727
00:40:30,745 --> 00:40:33,882
{\an8} Subtitles Diego Moraes(oakislandtk)
{\an8} www.opensubtitles.org
57569
Can't find what you're looking for?
Get subtitles in any language from opensubtitles.com, and translate them here.