Thanks to artists like Snoop Dogg, Mystikal, Silkk The Shocker and P himself, the label was able to sell over 80 million records worldwide. And thanks to his monumental distribution deal with Priority Records-where he was able to keep 75% of the profits (wholesale price) for every album sold-he made an estimated $350 million dollars ($160 million of that in 1998 alone) over the span of his career. In fact, No Limit albums were generating so much income that P never had to tour-which is the way most artists today make their money. The craziest part about the label’s success was that the sales didn’t come from heavy radio or video airplay-people were just incredibly loyal to the brand.
Artists on No Limit had no promotion other than magazine ads and the tank logo and ‘Executive Producer: Master P’ tag on the back of their colorful albums. Obscure artists like Skull Duggery, Full Blooded and Mercedes sold hundreds of thousands of units based on their Percy Miller cosign alone. It was a craze.Īs the 2000s rolled on, America’s tastes in music changed, and the Tank was no longer the force it once was. It appeared the label had done so much that they’d hit a ceiling. Production troop Beats By The Pound, the outfit who created the No Limit sound, left the label, and upon their departure, many of No Limit’s blue chip players followed suit.
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