In March of 1998, No Limit Records purchased the contract of Snoop Dogg from Death Row Records. It was a landmark move in a time when veteran Hip-Hop stars like LL Cool J, Run-D.M.C., A Tribe Called Quest, Scarface, and Cypress Hill were franchise artists that stayed attached to the record labels that first signed them. Master P’s New Orleans, Louisiana independent label sent a message: it was now at the top.

The same week as The Death Row Chronicles trailer releases, P drops his own label documentary sneak peek. The Real Story, narrated by Master P, boasts never before seen footage of the record company, launched in 1990, that peaked during the second half of the ’90s and early 2000s. The 90-second package includes early black-and-white footage of TRU, the collective that would largely signal the movement, and its ascent to the mainstream by way of its P-led 1995 single “I’m Bout It, Bout It” featuring Mia X.

Snoop Dogg Discusses How Master P Saved Him From Death Row & Changed His Life

In addition to signing the Long Beach, California superstar for three albums between 1998 and 2000 (including chart-topping Da Game Is To Be Sold, Not To Be Told), No Limit would release #1 charting albums from Miller family members Master P and Silkk The Shocker, as well as significant full-lengths from Mystikal, 504 Boyz, Mia X, Mr. Serv-On, Fiend, Magic, Sons Of Funk, Young Bleed, Soulja Slim, and others. Like hometown rival Cash Money Records, No Limit was instrumental in showing the mainstream the Bounce music from New Orleans’ underground scene—with songs produced by in-house staff, Beats By The Pound. Moreover, the label expanded to include a roster from Baton Rouge, as well as Northern California, where P called home and learned the independent grind during the early ’90s. The No Limit business expanded to films, both theatrical and straight-to-video, a sports agency, and a WCW wrestling team.

P is also remembered for his elaborate marketing. The label used a tank and military iconography. CDs used brightly colored jewel cases. Inside, inserts marketed a plethora of upcoming titles with elaborate, often overblown artwork. No Limit was also a very prolific record company, signing and releasing albums by artists (many lesser-known acts, including a young Curren$y) in short windows, with full cooperation from distributor, Priority Records. The imprint forecast the growing immediacy of projects in the industry.

The Game Is To Be Told: A Celebration Of No Limit Records…By A Hater (Food for Thought)

Last year, Master P reunited a number of former N.L. artists (including Snoop Dogg) and producers for an Essence Fest performance. Later in the year, he was celebrated during VH1’s Hip Hop Honors. He is also at work on a theatrical biopic King Of The South, reportedly starring Queen Latifah playing P’s mother.

Today, P’s son, Romeo Miller runs the label, while his daughter, Cymphonique, is an N.L. artist.