The five-part BET docuseries 'No Limit Chronicles' looks back on Master P's Southern rap empire.
Tim and Fred Williams have gone viral with their reaction video to Phil Collins’ “In the Air Tonight.” And no, they never listened to the song beforehand.
In recent years, Master P has talked about rebuffing Iovine in several interviews, proof of his lifelong faith in his own self-worth. But that faith faced some tests. It took No Limit four years before they had their first hit, “I’m Bout It, Bout It,” a family affair with Master P, his wife, Sonia C and his brothers Silkk the Shocker and C-Murder, under the collective name Tru. Iovine, who’d brought gangsta rap into suburban bedrooms, saw that Master P was onto something.
Barry Hefner, president and co-founder of the Atlanta-based label and management firm Since the ’80s, says he has long looked up to Master P. He remembers marveling at the marketing “genius” behind No Limit, from the militant branding to the way the back of every physical CD teased the next album that would be released by the label. “The formula was to build the brand and keep hitting them with products,” he said.
Still, “No Limit Chronicles” offers a vivid portrayal of the decade in which the South emerged as hip-hop’s third coast. Labels such as Atlanta’s LaFace and SoSo Def and Houston’s Rap-A-Lot had already released hit records, but the region was still fighting to be taken seriously on a national scale. In the series, Master P recalls looking at the success of Atlanta stars Outkast and Goodie Mob when deciding to take No Limit Records from California back to New Orleans.
When she released her 2016 album, Solange subverted the standard white gaze by suggesting that the “seat at the table” was being offered by Black people. Whites weren’t the owners of the space, they were invited guests. “No Limit Chronicles” reminds fans that 20 years before that, Master P created his own brand that centered his identity as a Southern Black man and invited the world to sit for a while.
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