photos by ellmatik for A3C Media Services
The mid-90s is perhaps one of the most fascinating eras in hip-hop. We witnessed the East Coast/West Coast rap beef that fueled the meteoric rise and untimely deaths of rap legends. We saw the birth of brands and icons that have left unforgettable legacies in the music industry.
One of the most of compelling narratives of the 90s is the rise of the South. Master P led No Limit Records using disruptive tactics to break into the industry and build the start of a dominant run with the help of C-Murder, Silkk the Shocker, Mystikal and Mia X.
Mystikal performing at the No Limit Boys showcase
A3C 2016 celebrated the legacy of No Limit Records with a keynote speech featuring Master P and a showcase featuring the past and future of the New Orleans based record company.
Back in 1997, Master P told you he could “Make Em Say Uhh” and he did just that as a packed crowd assembled in the Loudermilk Ballroom erupted into the chorus of his platinum single as soon as he made his entrance.
Silk the Shocker
Much of the panel discussions at this year’s A3C festival focused on marketing. Master P opened up to host Maurice Garland about how he was able to gain a fan base by selling CDs and merch from the trunk of his car before setting up a distribution deal he had to invest in himself in order to help his crew gain national attention. Master P said the first step was changing his mentality.
“People think it’s just about changing being in the streets,” he said. “No. I had to change my mindset. Because I couldn’t take that with me and be successful. So the first thing was picking a name for my company. I couldn’t name Hustle Mand or Dope man or anything like that because that would catch up with me in the end. I named my company No Limit because I wanted there to be No Limit to what I could do.”
Last night, No Limit hit the stage at the A3C festival grounds. Snootie Wild kicked things off getting the crowd hype with his breakout single “Yayo.”
No Limit Forever signees Ace B and J Slugg MoeRoy also hit the stage to show off their brand of rhythmic trap music. Afterwards, Silkk the Shocker and Mystikal took turns on stage, running through some of the biggest records the New Orleans based imprint has ever been a created. Master P was noticeably absent though.