Rapper and entrepreneur Master P is the man behind No Limit Records, the legendary New Orleans hip-hop label that dominated the late ’90s, sellings tens of millions of records. • In 1988, Master P launched No Limit using $10,000 from a malpractice settlement awarded to his family after his grandfather’s death. • No Limit began as a record store in Richmond, California. An industrious Master P studied what albums people were buying and how they learned about them. • Master P moved No Limit’s operations to Louisiana in 1995. The roster came to include Mia X as well as P’s brothers C-Murder and Silkk The Shocker. • In 1996, Master P struck an unprecedented distribution deal with Priority Records that allowed No Limit to keep its masters and publishing while reportedly sharing 15% of sales revenue. • Released just nine months apart, Master P’s 1997 album Ghetto D and 1998’s MP Da Last Don both reached No. 1 on the Billboard 200. • Of the 23 albums released by No Limit in 1998, 10 achieved gold or platinum certification. • Master P grew the No Limit empire by expanding into film, apparel, and sports management. • Despite signing contracts with the Charlotte Hornets and Toronto Raptors, Master P never played a regular-season NBA game.