“The tanks are rounded now instead of square,” explains founder and CEO of The New No Limit Records, Master P. The infamous armored tank hangs diamond-encrusted around the neck of every No Limit soldier, and has proudly symbolized the indestructible power of No Limit Records from day one.
The new rounded design, however, may very well represent the company’s seamless transition into new territory. Master P’s No Limit recently partnered with a new distribution family at Universal Records. Or better yet, the boundless tank could reflect the now infinite opportunities and possibilities available to Master P and The New No Limit with its newly acquired major label resources.
“With The New No Limit growing, we need to be able to keep up with what’s going on and what’s new,” says P of the move to Universal. “We definitely had to get with a company that was looking at the bigger picture as far as hip hop is concerned and taking hip hop to another level, which would be crossover radio, television, video, marketing, sales and promotions. I think it was a great move for us as far as the future of No Limit.”
A 10-year veteran in the game, Master P has proven that old-fashioned hard work and dedication gets results, not to mention a place in the Guinness Book of World Records as the highest paid entertainer in the hip hop industry. P’s dogged determination to succeed in the record business has exploded beyond hip hop into film, television, fashion, businesses and community service.
His No Limit Films continues to churn out flick after flick, including the comedy “Unc,” currently in development. Ever since the 1997 debut of his first film “I’m Bout It,” Master P has starred in over a dozen films, including major studio releases such as “Gone in 60 Seconds”(alongside Nicolas Cage and Angelina Jolie), “The Players Club,” (with Ice Cube) and “Foolish,” (with Eddie Griffin). P will also star in several films set for release in 2002 including, “Undisputed,” with Wesley Snipes and Ving Rhames, “Popcorn Shrimp,” written and directed by Christopher Walken and “Plague Season” opposite Kurt Russell. Master P has written more than 6 films and has directed 4.
Master P has also carefully overseen the pop explosion of his son, Lil’ Romeo, whose multi-platinum success has made Lil Romeo and Master P the first father and son to go multi-platinum in hip hop. Building on Lil’ Romeo’s popularity, Master P has signed a deal with Nickelodeon for his son to star in his own television series entitled, “Pieces of the Puzzle.” “It’s a ‘Partridge Family’-style show with me as the father and Lil’ Romeo in a band with brothers and sisters,” explains P. The show will debut in 2002.
Born and raised in the third ward Calliope projects in New Orleans, P always envisioned a better life for himself and his family. “When I was little we never had anything, so I always had to hustle and work for what I wanted for my family and myself,” says P. Raised by his grandparents along with his four siblings, P eventually moved to Richmond, CA with his mother in 1990. It was there where he used a $10,000 check from a legal settlement to open No Limit Record Store, which eventually became his record label, No Limit Records.
Returning to New Orleans, P recruited brothers Silkk the Shocker and C as artists, and soon became one of the most respected and successful independently-owned record labels in the world. The current New No Limit roster features P, Silkk the Shocker, C, Lil Romeo, Mr. Magic, and pop-crossover acts 6-Piece and Sera-Lynn.
Gameface, Master P’s highly anticipated solo album, is the first release from the New No Limit/Universal Records deal. P is joined on “Ooohhhwee” the first single from Gameface, by his newest rap protégé, Weebie. Weebie also appears on “Rock It,” along with new No Limit rapper, Krazy. R&B singer Sera-Lynn is heard on “Real Love” and Silkk The Shocker, C and Li’l Romeo take turns on the funky “Back On Top.” Gameface features production by Master P, and newcomers Myke Diesel and the Canadian production team Presidential Campaign.
The release of Gameface and the new partnership with Universal Records are exciting developments in the history of No Limit Records. In the last 6 years, Master P’s No Limit Records has sold over 50 million albums, and to date has garnered 12 multi-platinum, ten platinum and eleven gold records. His success has earned him prime spots, including Fortune magazine’s “40 Richest Under 40,” (where he also graced the cover) and Forbes’ “Top List of Highest Paid Entertainers.”
The New No Limit continues to cement its presence into other fields with such subsidiaries as No Limit Clothing, No Limit Films, No Limit Toys, PM Properties, Advantage Travel and a retail shoe chain called Master Feet.
A skilled basketball player, Master P lived out a lifelong dream in 1998 when he joined the Continental Basketball Association’s Fort Wayne Fury. He then tried out for the Charlotte Hornets in the strike-shortened 1999 NBA season, making it to the final cut. That fall, P was invited to the Toronto Raptors training camp and again made it to the final cut. With the fortitude and perseverance of a No Limit tank, P also tried out and made it onto the International Basketball Association’s San Diego Stingrays.
Never forgetting where he came from, Master P started the Los Angeles-based Master P Foundation to help provide over 7000 jobs for inner city kids nationwide as part of its “Stop the Violence” peace campaign. Master P also spends part of each summer coaching the junior Olympics for the AAU (Amateur Athletic Union) basketball association, which helps keep inner city kids off the street. This year, Lil Romeo’s Houston-based team went to the nationals and placed second in the country.
With all of Master P’s various business and philanthropic ventures, perhaps the new rounded tank represents the well-rounded spirit of the New No Limit founder. With an eagle eye on the future and a steady stream of projects ready to saturate the furthest corners of the entertainment field, Master P continues to prove that there is no end to his resilience, and absolutely no limit to his extraordinary vision.