Master P
How Percy Miller turned a New Orleans record store into No Limit Records, one of the most profitable independent labels in hip-hop history.
Percy Miller grew up in the Calliope projects in New Orleans. In nineteen ninety, he used ten thousand dollars from a malpractice settlement to open a record shop. Every rapper in the nineties was chasing a deal with a major label. Miller decided he would rather be the label himself. He recorded albums, pressed physical copies, and sold them from the trunk of his car. Then he signed other artists and did the same for all of them. No Limit Records manufactured its own CDs, controlled distribution, and kept every master recording. In nineteen ninety eight alone, the label released a new album nearly every week, flooding stores with product.
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