No Limit Records is a record label that began in 1990 as the No Limit Record Shop in Richmond, California. It was founded by Percy Miller, better known as Master P, and was most successful in the late 1990s.

Master P began his career by distributing his records through a small Bay Area record label. He started out in Richmond, California where his mother resided. Despite being on the West Coast, he maintained his connections to the South through his father who remained in New Orleans. Master P signed his friends E A Ski & CMT, Sonya C (his then girlfriend), King George, Big Ed, Lil Ric and added his brother, Silkk the Shocker. Later he and Silkk (along with their brother C-Murder) would go on to form the group TRU. During the early 90's, P released many solo albums, with very little success. However, Master P was able to garner notoriety for himself and No Limit Records on the West Coast through the compilation albums West Coast Bad Boyz 1 & 2. Following his success on the West Coast in 1994, he decided the time was right to expand his label. He then signed several acts from New Orleans. The new additions included Mia X and his brother C-Murder. During this time, P also did tracks with Kane & Abel and Mystikal (all of which he would later sign to the label). In 1995, TRU released their first album entitled True. This album would go on to reach gold status. After the success of TRU, many of his West Coast artists began to believe they were not being compensated fairly..

Master P would go on to move No Limit Records against the wishes of Nate Roach and Kev and set up shop in New Orleans. He brought his brothers Silkk and C-Murder with him along with Mia X, Skull Duggery, Kane & Abel, Tre 8, Mr Serv-On and Big Ed. In 1996, No Limit signed a huge distribution deal with Priority Records to distribute No Limit Records music. Master P wisely maintained ownership of all of his master recordings and his studio. He also became the label's main artist, and also released the album Ice Cream Man that year. By 1997, Master P and No Limit Records had grown to consist of P, C-Murder, Silkk Tha Shocker, Mystikal, Snoop Dogg, Mac, Mercedes, Soulja Slim, Full Blooded, Fiend, Magic, D.I.G, Mia X, Prime Suspects, Gambino Family and several others. Master P's 1997 album Ghetto D, and the 1998 album, MP Da Last Don, reached number one on the Billboard 200. In efforts to broaden his career, Master P also wrote, directed and acted in the underground movie I'm Bout It and performed several of the tracks on the album's accompanying soundtrack. It started his movie career which would later lead to films such as I Got the Hook Up and Foolish.

Sales statistics

* Record sales released independently (1994-1996): 350,000 units
* Record sales in cooperation with Priority (1996-199 : 28 million units in U.S. (75 million units worldwide)
* Estimated Income (1996-199 : USD $250,000,000
* Combined revenues of No Limit Records and No Limit Film for 1998 : USD $160,000,000

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