Thirty years ago, James “J” Prince founded Houston, Texas-based Rap-A-Lot Records. Ever since, the independent label has played a heavy hand in the careers of Scarface and the Geto Boys, Bun B, Devin The Dude, Do Or Die, Pimp C, Trae Tha Truth, 5th Ward Boyz, Facemob, Seagram, Mike Dean, Juvenile, and many more. Furthermore, Prince has expanded his local portfolio to include boxing management and promotion, car dealerships, and more.

Known for his famed intros on Geto Boys albums, as well as song interludes, the native of 5th Ward rarely grants interviews. While Prince traditionally shuns the limelight, the CEO/founder has been announced this week as a featured keynote at the 2016 South By Southwest music festival. Prince, whose son Jas has been instrumental in Drake’s career, will be interviewed by one of his artists: Bun B. The UGK co-founder joined partner Pimp C in releasing multiple 2000s solo albums at Rap-A-Lot, while the #1 selling group expressed frustrations at Jive.

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The public, SXSW official keynote conversation will take place Thursday, March 17, 2016 at 11:00 a.m.in Ballroom D of the Austin Convention Center in the Texas capital city.

Rap-A-Lot would achieve its own #1 hits care of Scarface’s 1997 album, The Untouchable. The label is currently home to Z-Ro, Turk (of Hot Boyz fame), and Bun. Throughout the years, the label has been distributed by EMI, Priority, Warner Bros/Asylum, Fontana, and presently Sony Red Records.

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