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Master P: No Limit Records
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As the general of No Limit Records, Master P has been a major force in bringing southern hip-hop into the national spotlight. With chart-topping hits "Mr. Ice Cream Man" and "Make Em' Say Ugh!" he went from a local hero to a superstar. His camp's rowdy Dirty South Gangsta Rap anthems have spread like wildfire and his label is one of the most powerful and influential in the industry.
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As No Limit records continued to gain notoriety, Master P's 1996 solo release of "Ice Cream Man" made a smash debut at number three on the Billboard R&B chart, selling over 800,000 units and counting. Also released from No Limit in 1996 were Kane & Abel's "The 7 Sins" and Silkk the Shocker's self-titled album, which entered the Billboard R&B chart at number six.
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Master P's next move was to take the profits from that album and produce two collections of regional rap music: Down South Hustlers, Vol 1 and West Coast Bad Boys, Vol 1. The strategy he employed became a hallmark of Master P and No Limit Records' marketing: highlighting well-known artists along with lesser known artists, giving customers more for their money, like longer play time on albums and two-for-one compilations, centering albums around themes, and producing album covers with striking graphic images. In an article in the Washington Post in 1997, Master P explained, "What I learned in the ghetto is that everybody wants more for their money. If you sell something for $20, they wanna know how can they get $25 worth. And that's what hustling is about. You gotta be able to give your customers more for their money, `cause that's how you're going to keep them coming back to you."
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No Limit Records