Original subtitles

Between 1997 and 1998...

...Master P was running things.

My dad started making hundreds of millions.

Besides the brothers C-Murder, Silkk, and P,

nobody made as much money as I made on No Limit,

even though Snoop made a lick, too.

I sold a million records on Death Row Records,

but I never seen a million dollars.

When I got with Master P,

I seen four or five million dollars, fast.

And mind you, when you come to No Limit,

A bank account...

With your hundred thousand.

That's before your album even come out.

A house...

What's up, y'all?

Slide in.

A car...

And the car slows up, and the window comes down.

I'm like, "Are you serious?"

A Rolex...

Not just no... watch, a Rolex.

A tank...

I had a gangsta No Limit chain.

And two guns.

Do you worry about Suge getting out of jail?

No worries, at all.

Why, you worried for me?

You know, some people say he's not really a nice man.

From the time Master P started doing business with Snoop,

every week, there was some kind of hit

or attempt coming from Death Row.

Man, we don't care who you are.

You playing all kind of games.

He's got guns, we've got guns, who cares?

Master P was ready to...

...go to war.

Controversial rapper and actor Tupac Shakur

has died from several bullet wounds sustained

Saturday night, September 7th.

Police tonight are investigating the gangland style murder

of gangster rap music star Biggie Smalls.

He went down in a hail of gunfire on a public street.

This right here for Pac. Straight to the curb.

So when Tupac and The Notorious B.I.G. are killed...

it leaves a void in hip hop.

But while this East Coast- West Coast war was brewing,

the South was going around coming into its own.

And by '97...

nobody in the South was bigger than Master P.

That whole East-West Coast thing,

we ain't about picking sides.

We on a whole 'nother thing,

and I think the southern sound

is about to take over, you know?

Ooh, Master P with a master plan, y'all.

When you see your opportunity to run through

a door that's open, you better sprint like hell.

This is your chance.

You have 200 records

on the top-200 Billboard charts.

My strategic plan was when people normally

would just put out one album a year,

I could put out 10, 12, 20.

We got all type of artists.

I'ma let you get a chance to see

some of the artists that we got.

It just ain't No Limit.

P had a sweetheart deal with Priority

where he could put out as many records as he wants,

and he gets 80% of the retail of his record.

We got all the pieces.

We got Mia, we got Silkk, we got C, we got Serv-On.

At the same time, P,

he was still in the recruiting process.

A lot of the roster expanded because of Mia X.

Mia's actually serving as A&R.

I was telling Percy, "Hey, you gotta get some..."

No Limit. "...spitters on the team."

For real.

I knew Mac and I knew Fiend, and I knew that if P hear 'em,

he won't be able to deny 'em.

Mia got me to do a song on her album with her, "Mama's Family."

I think the label was respected as hustlers,

but I think there's always gonna be a gap

for some people that like lyrics.

That's what I brought to the table.

Mia wanted me and Mac on her project.

I just thought that was so dope.

I'm like one of the youngest people on No Limit,

and I just, you know, come in with the game

and bring my flavor to the table.

P was like, "What you want?"

I said, "Man, I want money and I want a family."

And then we got Soulja Slim.

Magnolia bounce, Soulja Slim to the bone.

It don't stop. Who's the realest?

No Limit, we's the realest, you understand what I'm saying?

He was just raw, you know, he was street.

But wherever I go, you know what I'm saying?

You could feel it, you could see it in his eyes.

Shit, who's the realest?

Then we bring Mercedes into the equation.

I did a talent show. Long story short,

got a phone call, went to the studio,

and P's like, "Oh, you sound kind of good.

Who you signed to? I wanna sign you."

It was just that simple.

Mercedes added that sex appeal to No Limit.

We know everybody would be interested

off of the cover alone.

We had the artwork. We mastered our look.

And it's like the big booty girl,

the No Limit tank.

It was everything ghetto to a surrealistic extreme.

But, you know what the funny thing about it is?

Everybody loved it.

So we kept on adding ingredients to it.

We're just putting stuff in the pot,

stirring it up, stirring it up, like, "How that taste?"

You got a little bit of everything in there.

This is real gumbo right here.

And then the next step, Mystikal.

Master P going to get Mystikal

probably was one of the greatest free agent moves in hip hop.

I was signed with Jive

when I heard of No Limit and Master P.

Once P hit the scene, it was hard to miss him.

Everywhere you looked, you seen billboards and city buses.

Come on, man, that man had the city bus

with No Limit on it with all his artists.

I saw that and I'm like, "What the..." you know?

P was growing as a label,

and I was growing as a artist,

and I was a hot item to him.

And from New Orleans, Louisiana, Mystikal.

Nobody could touch Mystikal back then.

Mystikal would do a whole Michael Jackson show.

Tear his shirt off.

Ahh!

Girls go crazy.

Hey, come over here, come over here and talk to me.

Will you please come back and see us?

If you want, yeah. Oh, yeah.

Yeah?

Mystikal is one of the biggest artists out of New Orleans,

but by '97, he was trying to get out of his deal with Jive.

Jive, they couldn't really get me over the edge

like I... like I was supposed to be.

I couldn't really bring no plaque home,

you know what I'm saying?

So at this point, Mystikal made contact with Master P.

These big companies don't see this guy as a superstar.

From my hometown.

I said, "This guy supposed to be with us."

But Jive wasn't lettin' him go,

so P and Boz went to New York

and sat down with Jive Records.

We had Mystikal with us.

Went to Jive Records unannounced, called Barry Weiss,

told him come meet us in the office.

The head guy for Jive.

I'm a boss, I need to talk to the boss.

We said, "Man, y'all not taking care of Mystikal,

"you know, he's not happy here.

We want him to be with us."

So Barry was like, "Oh no, you can't do that.

He's in the red 375,000."

P Was like, "Well, cool. If that's the only problem..."

Wrote him a check for 375,000 right there.

Boom, threw it on the table.

"He coming with us."

That's the first time anybody ever went to a record company

and wrote them a check for a artist.

(Anthony That was power move, man. That's P.

That shit was gangsta.

Mystikal was gonna be the future

far as southern hip hop,

but at the time, he was a wild boy.

You know, New Orleans was the murder capital

around this time,

and these murders were especially hitting

the hip hop scene.

And Mystikal was the biggest thing to hit New Orleans,

so he was a big target.

Mystikal had a diss song

about the Cash Money Records group U.N.L.V.,

and he was catching shit.

I was at odds with U.N.L.V., that was one of my rivals.

I kind of started that, 'cause I did diss their song.

The next thing you know, I had to worry about beef

and all that kind of shit.

This your boy, one half

of notorious group U.N.L.V., Lil Ya.

The other half ain't too far away.

Tec 9, you already know

how it get dirty, dirty, cutthroat, baby.

UNLV was gangsta rappers.

They were on a whole 'nother level,

the epitome of real street.

It was bad.

We probably was gonna lose Mystikal to the street.

Mystikal was gonna be a linchpin

to the No Limit family.

Much love, one love.

The whole state of Louisiana, you know...

Mystikal is precious cargo.

We had to keep Mystikal safe.

We made sure people knew he's No Limit.

When you with No Limit,

you can't get touched, period.

Like, that's protection. He's with us now.

He ain't with Cinderella, he's with No Limit.

Nobody was gonna touch Mystikal.

You know, like, nobody.

But I told him, I said, "You gonna be with No Limit.

"You not gonna be into the beef thing.

We're not into that."

We No Limit soldiers, y'all 'bout it, 'bout it?

If y'all 'bout it, 'bout it, make some noise!

P, at the time, decided if you with No Limit,

you gotta follow a chain of command.

And P is the colonel of the tank.

He ran things iron-fisted.

You can't do the things

that the normal hip hop groups would do.

You know, you not gonna go meet some girls at their hotel

and all this, like, we're not gonna do that.

P went around to everybody,

"You wanna... around, you wanna party?

Get the... out of here."

Like, I remember one time,

I got into it in the Waffle House.

And after I... up, I come running to P,

"P, I need your help! I might need a lawyer, bruh,

they're trying to sue me, I might get in trouble."

He said, "Man, I didn't tell you to do that."

He didn't hire me to go in the... Waffle House

and fight and all that, so, you know, tough love.

Third ward in the house, No Limit, 'cause we in it...

C-Murder, the whole time, was like,

"I know he's not talking to me."

C was in the action, you know,

still had a foot in the street.

C always was on one.

He just a cat that's all balls.

C is what you call a real one.

And sometimes, you can be too real for yourself.

I remember one time P was like,

"Man, I lost my brother, Kevin. You see how C is."

Right then and there, I understood.

The fear of losing a brother for him spread into us.

"Just do what I ask you to do, stay where I ask you to stay at."

We didn't come here to have fun.

You come to make some money,

go back home, take care of your family,

and my job is to get you back home safe.

Because I'm the colonel, I'm gonna make sure

I get 'em back home safe.

Hey yo, what's up, Rap City fans?

Today, we're gonna meet a brother

who is a gold-selling artist,

who is the president and CEO of his own label.

I'm talking about Master P from No Limit records.

This is his bus.

My man, Master P.

Rowdy rowdy, 'bout it 'bout it.

'Bout it 'bout it.

Down here in the swamp.

Mia X. Can I call you Mama?

Big Mama. Big Mama.

The biggest. Yes, ma'am.

Mr. Serv-On.

For real. Kane and Abel.

What's up? What's happening, what's happening?

T-R-U, TRU.

True to the game. True to the gizzame.

I'm excited about all the projects coming up.

I feel it's our time. We worked hard, we here.

And you know who we is?

So by '97, No Limit was really coming up.

What's happening, yo? This Mystikal representing.

Mystikal is really representing the tank.

Get a zoom-in on this chain.

And it's becoming the brand...

...we understand them to be today.

Master P was really pushing the whole soldier theme.

Attention!

They started calling themselves soldiers

and coming out with the camo.

The camo shirts, camo handkerchiefs, camo hats.

The branding of that was genius.

Everybody wanted to be down with it.

It was fever, the music was funky.

All the artists, we all got No Limit chains.

That was an indicator.

If you had that chain on

and you went somewhere, you were somebody.

The No Limit tank was like,

"Everybody better move out the way.

We're coming at you from all angles."

I'ma give you some breaking news for MTV.

P has just announced that he's forming

his own film and television division,

No Limit Films and Television.

So, at that point, I had done a ton

of music videos for Master P.

He said, "Hey Jeff, I'm about to start a film company.

You wanna come run it?"

Yeah, P, I'll do it, let's go.

That was the conversation.

And so, I was the president of No Limit Films.

We started really getting into the movie business

just by making a small little movie like "I'm Bout It."

There's no script, the artwork is done,

and putting a soundtrack out next to it.

P called me up out of the blue.

He had been advertising the movie called "I'm Bout It,"

and he wanted me to write and direct it.

So I say okay.

I was making a good hood movie,

and I want to get this to my people.

It's raw, but I can grow from there.

So, when we made "I'm Bout It,"

we did that on a shoestring budget.

We might have spent two, $300,000.

I financed the movie myself.

Mother..., you know I'm 'bout it, 'bout it.

- I have the money. - When we start shooting it,

we shot almost everybody in the hood.

People would pass by, "Moon, we gotta put him in."

The idea was put all the people

that were connected to No Limit in one package.

All the artists. Serv-On.

Mia. Catch it!

Now we gonna see if your bitch-ass catch the next one.

Kane and Abel, C-Murder.

Yo, Q, where my chicken at?

Man, I don't know where your... chicken at, man.

If this blow up, it's gonna help their career.

Everybody that I knew needed to be in the movie.

P wanted it to be raw.

We had real fiends,

then we got strippers to come in.

We had 'em cooking dope in the houses, naked.

It was real, they was cooking real dope in the pot,

the fiends were smoking real crack.

Everything in there was authentic.

It was a hell of a set, man. It was crazy.

P was like, "You wanna be in this movie?"

And I'm like, sure.

Well, I'm just looking for this light-complected guy,

goes by the name of Q.

I remember getting a call from him like, "Man, Dave,

you gotta get me the... up out of here, man."

I don't know no mother... Q.

I know a... 'bout to get killed 'round this bitch.

"The scene that you're gonna see in the movie,

there's nine guns pointed at me?"

Bitch, what's happening?! What's that? What's up?

"They're real, they're loaded, they're cocked."

Mm, you know, let's hope nothing happens here.

"You need to get me out of here.

Everything's real, Dave."

This some good shit.

Where you get that shit from, Mom?

Colombia, mother...

When we were shooting that movie,

one of the biggest dope dealers in New Orleans,

named Richard Pena, he pulled up on us.

When the Colombians came up, it got real.

At that time, those were probably

some of the most dangerous guys in New Orleans.

Wasn't nobody there but me and P,

and we looking at each other,

and they got these dudes, and all of 'em got guns.

Pena, he was like, "I like what y'all doing,

I want part of this."

He had a million dollars in the trunk.

They wanted a part of No Limit,

but, you know, we're not trying to be no street company.

Man, we worked too hard for to let somebody

take this from us.

We was like, no, man.

You can't have this.

This shit here ain't happening.

It ended at that, and they knew.

That could've went sideways, 'cause later,

he caught one of the biggest dope cases in New Orleans.

Master P, No Limit Films

was the birth of straight-to-video business.

He was the first one to do it.

He sold over 2,000,000 movies

at a wholesale price of about $10, so do the math.

I tell people all the time,

it ain't how you start, it's how you finish.

You can't even imagine the plans

that I was building for this business.

Girl, I do got a plan.

Sell more records than Scarface,

Nino Brown, and Baby Face Nelson put together.

Give me a pen, pad, paper,

five minutes, you got a hit.

Master P had the Midas touch at that particular time.

No Limit was getting huge sales.

It was crazy, you know, movies, music.

No Limit was just taking over.

The first lady of the tank!

Mia X, gold.

I was happy to be bringing home a trophy for New Orleans.

I made sure there was a gold record in Peaches.

Mystikal.

Give it up for Mystikal!

Platinum.

That was "Unpredictable."

But that was not my biggest seller,

but that was my best effort.

That's my best effort right there, to date.

Mr. Serv-On drops an album. It goes gold.

I was a first-time artist.

"Life Insurance" came out, and it was number five.

If you looked at the charts,

it looked like every other record belonged to No Limit.

Straight from New Orleans. We love you.

Master P!

Uhh!

After so successfully flooding the streets

with so many other No Limit artists,

in September of 1997,

P releases his sixth solo album, "Ghetto D."

Ghetto D sells 760,000 copies in a week.

Ghetto Dope.

'Cause you gonna be walking around tweaking for it.

And it didn't stop selling.

Here, beep me, I got it.

$9.95 and $16.95.

"Ghetto D" goes triple platinum.

Three million copies,

and the big single from that album...

"Make 'em Say Uhh" was the military song,

that was the hood song, that was Hollywood's song,

it was everybody's song.

We had a party on the basketball court.

We got Shaq in the stands, going crazy.

I was overwhelmed.

Shaq is here, and he know me.

Like, oh, wow, you know?

This is real.

It definitely took No Limit to another height.

And to a newfound respect, musically.

With that video, No Limit is a household name.

And the doors actually opened up.

Hey, I'm Bill Bellamy, and this is the MTV Jams Countdown.

I'm kicking it right now with the man

who's taking his label, No Limit,

to, oh my god, through the stratosphere.

Rapper, writer, and CEO.

Master P, let's give it up for him.

Uhh.

This next performer gets respect everywhere in the world.

Y'all know who it is, Master P.

It ended up being one of the biggest songs of P's career.

He crossed over to pop culture.

That record gonna be around for ever.

So, November 1997 comes around,

and P is enjoying his biggest success as a solo artist,

and at the same time, he decides to release a statement.

I'm announcing that after the release of my next album,

"The Last Don," I'm resigning as a solo artist and a rapper.

I plan to devote 110%

to being the president of my company.

If you know why he got into this hip hop thing

in the first place, which was to make money, solely,

it makes sense.

Thank you, and have a nice day.

I'm always playing chess.

I don't play checkers.

People who playing checkers thinking

they gonna be the best rapper in the world forever.

For me, I'm going to business.

We got a little spot in Baton Rouge,

we got a little studio, built it up.

What's up, MTV?

I wanna welcome y'all to No Limit Records.

No Limit is the one-stop shop for everything,

promotion, the marketing, the sales,

production, studio, all into one.

My official title was administrator

of business and finance.

You know, we didn't have a huge setup.

It wasn't super-glamorous.

The studio and the office were in the same space.

The sounds of No Limit were around us at all times.

In the daytime, there are other businesses

in this building, but after 5:00,

it was studio time.

We'd be freestyling.

So, one day, I was expressing myself.

But because we was making loud noise from upstairs,

we would get in trouble.

We can't have a goddamn thing without the po-pos.

It was nonstop, like, literally a 24-hour operation.

I used to sleep with my cellphone on my headboard,

because even at 3:00 a.m.,

if the boss needed something, we had to be ready.

I started out at the promotions department,

and I remember Master P.

He was always busy, he was always moving,

he was always thinking about what's next.

He wanted to model No Limit after Motown.

I do believe he saw how Barry Gordy

had his own label, Motown,

and made all these young African American kids superstars,

and made the world cross over to them.

Master P got people to cross over to him,

and now he wanted to make the next move forward.

Taking this thing to the next level.

So at this point, P,

ever seeking to enhance his brand,

goes after Snoop Dogg.

So, what's the problem?

Suge Knight.

I've been up, I've been down,

but I'm still here, so it's my job

to keep Death Row on top of the rap game.

Ever since we've been in it, we've been on top,

so I can't let us fall.

Years don't get much more emotionally trying

than the one Snoop Doggy Dogg has just gone through,

surviving a murder trial...

Not guilty of the crime of murder in the first degree.

Splitting with his former partner

and producer, Doctor Dre,

watching his friend and fellow rapper, Tupac Shakur,

die of gunshot wounds, and now, seeing the head of his label,

Suge Knight, go to jail.

My business was garbage back then.

Death Row Records.

I let them control everything, because I trusted them

and I felt like they wouldn't do me wrong.

They put me in the game.

Everything was in Suge Knight's name.

Business accounts was his accounts, manager was his wife.

Imagine all of that shit being twisted up like a octopus.

On top of that, I was being just disrespected,

like, oh, he's wack, oh, he's washed up,

he ain't what he used to be. All of that.

It felt like I was on my own.

And that's when Master P stepped in

and gave me a better situation.

I respected Snoop as an artist, I was a fan.

I felt like Snoop needed a team.

I said, "Man, you need to think about No Limit."

He looked me dead in my eyes, and I knew that he was serious,

because, to me, Suge and Master P

were the same kind of people.

Probably sell about 10 million this time.

Two brilliant, business-minded

Fortune 500 guys from the street.

But Suge became too invested in hood politics

that brought the business down.

You know, we represent down south hustling. Uhh!

Master P got the same energy from the hood...

Uhh!

...and took it to another level.

No Limit. Independent. Black-owned.

I told Snoop, "We the biggest company in the world now."

If he needed a home, why not be with us?

Mystikal had a song called "Gangsta Shit" on his album,

and he wanted me on it.

And I was like, "Man, look, what you need?"

And I told him I wanted 3,500,

'cause I was broke, and I was just like, "... it"

to get some money.

P gave me a check for 35,000.

All right, he put another zero on that mother...

This is my kind of...

And then he was asking me what I was doing next,

and I was about to do a album called "... Death Row."

He was like, "Hold on, bro, you don't need to do that.

"Give me a few days, let me figure it out."

We said, "Here, put this in your pocket.

Get your family together. Let's do this music."

But the problem is, he was signed still with Suge.

Everybody at that time was deathly afraid of Suge.

Death Row Records mastermind Marion Suge Knight

has been in lockdown for violating state probation

by beating the hell out of some guy at a Las Vegas casino.

Suge was in jail, but that doesn't mean

Suge is not still coming at you.

I was Death Row to the end,

but I started feeling like they was out to get me.

And the gang violence situation

that's connected to Death Row is deadly.

These dudes do not play.

Death Row had to sell Snoop to keep the business rolling.

No Limit, we could make a business move like that.

I remember saying, "Are you sure you wanna deal with Suge?"

He's like, "Well, he's got guns, we've got guns, who cares?"

I've never been afraid of no man, you know?

So, P goes to Mule Creek Prison.

I met with Suge Knight...

and said, look man...

what you want for Snoop?

"I heard that you got a deal on the table."

They had a conversation, they got a understanding,

worked out some numbers.

He told me what it was.

And I put a extra two or 300,000 on it,

and that was it.

What was the number?

It was a couple mill.

I was working against the devil,

and through the grace of God, Master P put a deal together.

I signed, they signed, Suge signed,

and it's official like a referee with a whistle.

Snoop Dogg's a No Limit soldier.

He gave Snoop a contractual three-album deal.

That first concert, Snoop and No Limit,

fans went crazy.

People embraced him, and he gave that same love.

It was one big happy family.

Say 'bout it, 'bout it!

'Bout it, 'bout it!

Biatch!

No Limit could offer a family foundation for him,

and take his career to the next level

and do it the right way.

The next level was a house in the Country Club.

In the gated community in Baton Rouge,

it was where the governor lived at.

The crime rate was zero.

Protect the merchandise, I was the merchandise.

But the power structure of Baton Rouge

did not like the fact that P was there.

They tried to stop me from buying houses back there,

so I bought 'em outright, cash money.

So, who else from No Limit lives down in the Country Club?

What's up, y'all?

Boom, let's go. Say they don't want me here?

I'ma put all us in there.

They never had a black person live back here

in the Country Club.

They weren't ready for us to be that free.

You know, to have that much power.

And I'm a flipper type person, Suave Bob.

I was the personal banker

for Master P and No Limit Records at that time.

If you were on No Limit Records, you were getting a house,

and the deeds were in those artists' names.

It just comes with the job, you know?

You were getting money in the bank,

you were getting jewelry and cars.

That's how P handled business.

It was the American dream at the time.

But that's also when some people on No Limit

began to experience the other side of Southern hospitality.

With all that money No Limit

spent to enrich the economy of Baton Rouge,

Baton Rouge just wasn't ready.

Baton Rouge is in the Deep South,

and the home of some of the most racist institutions.

You know, David Duke and the KKK,

you can't get much worse than Louisiana, you know,

in terms of its history of racism.

Keep your hands where I can see 'em.

In 1993, the Baton Rouge Police were known

to dress up in blackface...

and tried selling drugs to black men.

That tells you the mentality

of the police department at that time.

I'ma tell you a secret about No Limit.

Every time we came out the house in the Country Club,

they had Feds and police sitting outside

watching the houses, following us.

There was always somebody there waiting for somebody to slip.

We got a big mansion,

but now we in a different jungle.

You think the Jungle bad in the Calliope Projects,

but this jungle is a little bit more vicious.

One time, we looked across the field,

we saw a cross burning.

And that was in the Country Club.

But they had their offices, they had their studios,

so because of the business, we had to be there.

So, Master P, he was dealing

with an extremely racist state, and the capital of that state.

The first thing they're gonna do is disrespect Master P

and say that you can't do it, you're not a real businessman.

Who are you to try to set up your own Motown?

At the time, I wasn't expecting

to face that type of racism.

But every time somebody tells me I can't do something,

I'm like, all right, I'm about to do it.

I'm gonna grow this, and the profits

are gonna come back to us, and we're gonna make

more and more music, bigger and bigger movies,

all around the world.

And rehearsal.

We all in South Central right now shooting a movie.

First ghetto filmmaker in America.

All ghetto movies.

Action. Freeze, freeze!

We got about four or five scripts

in the works right now.

You know, we gonna constantly just crank out movies

the same way I did tapes and CDs.

I started small, I made "I'm Bout It."

Then I said, I'ma grow this with a theatrical release

of "I Got the Hookup."

P called me and he was like, "I got this movie, man,

"called 'I Got the Hookup.'"

So, he gave me the script, and he said,

"If you wanna do it, let me know."

I got movies to make. You got money to make, baby.

P got a different type of money.

That's my dog. This the newest...

This the newest member of No Limit Records.

That's right, baby, that's right.

When I did Friday,

nobody got paid on that movie.

They picked me up and took me up there, that was my pay.

When you working with P, you will work with a smile...

...on your face.

That check is gonna clear.

This one's going mainstream though, right?

Oh, this movie here going to the big theaters.

The movie came out.

He was feeding his audience.

Say hello to the first wireless cellular phone

CEO in the hood.

The "I Got the Hookup" soundtrack ends up selling

three million copies in its first three months.

This is 1998, which ends up being the biggest year

for No Limit Records.

No Limit Records put out 23 albums in 1998.

February, 1998...

Silkk The Shocker ended up releasing

"Charge It 2 Da Game."

The big hit was "It Ain't My Fault..."

I remember recording that.

The beat was done, Silkk had his verse already done.

I didn't write that part, it just came out.

Silkk The Shocker, "Charge It 2 Da Game,"

on the rap charts,

it was the number one album in the country.

That was a big project. One album went double platinum.

Anything in the works from Mr. C-Murder?

C-Murder gonna be next.

You know, I'm just keeping focused on my music,

and when it's time, I just need the people to be ready

to come in and show me love...

March '98, C-Murder drops his first solo album,

"Life Or Death."

By the time C dropped his album,

the streets were really calling for C.

He had been around with No Limit since 1991,

but at that point, everybody started talking about C-Murder.

What's going on with you musically right now?

Well, man, I like to stick to the street.

So who's the best, who is it? I'm the best.

Is it you, or Silkk, or is it P?

What's happening? I'm the one.

C-Murder's first solo album,

he had put a lot of time and energy before that

until he finally broke through,

and he took advantage of the momentum.

No Limit was hot, so he got a platinum album.

C was a serious star when "Life or Death" dropped.

Around that time, our machine was rolling so strong.

We had the producers, we had the artists,

and P was the type you had two weeks to turn your album in,

and you have to do at least 20 songs.

We was pumping music out like cars,

like fools pumping out cars, for real.

Like a production line.

A bunch of writers in the living room,

people in the corner writing,

just coming up with shit.

Mia X right here working on a little project.

You know, Silkk The Shocker.

We was all like vibing together

whenever we went to the studio.

Whoever album we was working on,

everybody energy focused on his shit.

I was on everything. Everything.

You had five producers. You'd go do a song with him.

You didn't have time to listen to it, you went to the next room.

We wouldn't listen to shit.

We're moving on to the next song,

let the engineers do all that listening to it.

You'd go to the next one,

and then by the time you'd get back around,

he got another beat for you.

After you finish, you're like, almost like a workout.

It was exhausting, the pace that Master P worked.

But we were giving the ghetto a soundtrack, man.

If you tired of the same old, same old,

go get you a Mystikal album, go pick up "Ghetto Fabulous."

"Mama Drama," wrote and recorded in 10 days.

My man Fiend, coming through.

What's happening, New Orleans?

Fiend, "There's One in Every Family."

I was number one on Billboard.

Slim, you know what I'm saying, Soulja Slim,

"Give it 2 'em Raw."

Kane and Abel.

Mr. Mac right here.

This is a No Limit world.

You roll with us or get rolled over.

P, he was blowing up artists

that people never even heard about,

and they was selling millions of records.

You know, a artist on my status,

what you think he would do with me?

Of the 23 releases in 1998,

Snoop Dogg is spread out among 19 of them.

19 on 23?

I was putting in work.

No Limit, they know how to work albums and sell albums.

You never know, we might break a record or something.

People didn't think you could put that many records out

at one time and be successful.

We did.

Y'all... is 'bout it 'bout it, rowdy, rowdy!

By '99, we was about to go make history.

No Limit soldiers!

We still tripping with Death Row.

C-Murder's like, "... that."

Shit got real.

I'd look at P sometimes and go, "This is bloody... nuts."

I wasn't feeling everything that's going on.

It was no longer the happy family.

Man, cover my ears, I don't wanna hear that shit!

It's time for us as artists to focus

on getting our careers where we want 'em.

I blamed myself.

Subtitles Diego Moraes(oakislandtk) www.opensubtitles.org