No Limit Records is pioneering record label founded by southern hip-hop legend, Master P, in 1990. But, it wasn’t until 1995 that he landed a huge distribution deal with Priority Records, one of the first of its kind, which allowed P to maintained ownership of all of his master recordings. It was unheard of at the time.
During his reign in the 90s, No Limit sold more than 75 million records, and landed Master P in Forbes, in their 1998 list of America’s 40 highest paid entertainers with an estimated income of $56.5 million.
The house that Master P built finally saw a decline by the late 1990s and early 2000s and eventually closed up shop in late 2003.
However, the label is being resurrected by the hip-hop mogul’s son Romeo, along with members of his family — including his brother Valentino (Vice President), his uncle Silkk The Shocker (COO) and cousin Black Don (Senior VP of A&R).
It’s been re-named No Limit Forever.
The Millers have come together to keep the family business going, so the movement continues. The only difference will be that No Limit Forever will not produce CDs, but focus on digital content, instead of the traditional creation of selling tapes and CDs from the trunk of his car like P.
As president, Romeo has learned a lot from his father, but realizes the music business has made a drastic change. He understands the importance of the Internet, and why the Facebook, Myspace and Twitter are some of world’s biggest companies.
“I can relate to the new era of this music business. I have a lot of on-hands experience working with one of the greatest music company execs ever, my father,” Romeo said. “He taught me the marketing of this business and I took the time out to complete my education at USC where I studied technology and business. I feel that I have the best of both worlds.
“I’m a hard worker with a billion dollars worth of knowledge and many resources,” he continued. “My goal is to build a digital hub where artists can become entrepreneurs and make instant revenue off of their music. My resources and I have created a technology to stop online piracy.”
Album sales were down 11 per cent last year, from 2.09 billion, in figures that include paid-for downloads. In 1985, unit sales were 1.8 billion, as the CD began to increase in popularity, a run of growth that peaked in 1996 with sales of 3.4 billion. With the rise of the Internet, CD sales began to collapse CD sales, thanks to music piracy. While digital sales are growing, they haven’t offset how much has lost in the type of revenues music used to make.
No Limit hopes to change this with the launch of their new company.
The label’s roster currently consists of Romeo, Valentino, Silkk The Shocker, Black Don, Suni Blac, Bengie, Gangsta, T-Bo, Eastwood, G5-J, and Lil D.
They also have other outlets from No Limit in the pipeline as well, including a reality TV show, comic books, cartoon animation, t-shirt company, and events such as shows and talent searches.
For more information, visit NoLimitForeverRecords.com.