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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

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