Master P on Building No Limit, Snoop Dogg, Cash Money & Ownership Beyond Music

0:00 I'm a kid coming from the project, just been offered a million dollars. And I'm like, nah, I'm good. Okay. But how much am I worth? So no deal is that big that you can't turn down.

0:09 Was there any problem with you and Cash Money?

0:11 We always stayed out each other way. Y'all coexist over here. We coexist over there. So when you talk about Snoop, right? I could have took half of everything Snoop had. I'm like, no, man, I want what's mine. When our deal was over with, Snoop went on and turned into a boss. And I appreciate that. I don't count other people's pockets. And that's why I got into business and diversifying my portfolio. You was never afraid to put out a lot of product.

0:34 What was your thought process? I have a distribution deal. I don't have a record deal. Well, I get 85% and a record company get 15%. So when I put out those 24 records in one year, 23 of them went gold and platinum. And I only could do that because I controlled the project.

0:50 That same mentality goes into the products.

0:52 If you got the marketing money to put this in the main eye level on every shelf, then this turns into a billion-dollar company. What about taking this public to where ordinary people could invest $ 100, 000, $ 200, 000, and then we could all make money together?

1:07 30 years in now, what does success look like?

1:09 Confidence and energy. This company here, No Limit 69, this is a sexual wellness, health wellness.

1:15 Is it just the rush that you get when you're selling something?

1:17 I told you, I found a problem. It's so many men and women that need this. I'm telling y'all, marketing is the key.

1:23 All right, guys, welcome back.

1:27 Yeah.

1:27 We got a special episode. We don't even need to... Really tell the audience who the guest is.

1:34 Everybody already knows.

1:34 Pretty obvious, right?

1:35 Yeah, legend in the game, icon in our culture, master. Pete, it's actually our third time having a conversation. We met in Miami, we did, and then Revolt Summit. So great conversations every time and really appreciate you taking the time out of your schedule to sit with us.

1:50 Yes, sir. We got to move the culture forward. That's what it's about. And our people don't realize that we don't own nothing, then we ain't nothing. And And it's like, you know, people be thinking like, oh, P, well, you say that because you're successful. No, man, I wasn't always where I'm at. And I tell people all the time, it's like, you know what, how bad you want it?

2:13 Because you're looking at me thinking that my life is so easy, but you ain't look at the beginning. You ain't look at the struggle. You're just looking at, oh, look at P now. And I'm like, man, y'all really tripping. You know, this generation really had to understand that if you want something, you got to go out there and get it. And you got to, for me, I don't know about everybody else, but for me, I let God lead me on the journey. And I put God first.

2:39 And I know that's why everything that I'm doing is more fruitful now. And that's why I'm still here, because I know it's bigger than me.

2:46 Yeah, I think the part of the music, obviously, is part of the story, the entrepreneurship, the business. But at this point, we're talking about almost 30 years. You're still Master P. We're still looking at you like, that's P.

3:00 Look at all he's done.

3:01 When you look at the aura that you have now, how do you feel? 30 years in this business and still killing it.

3:09 I feel blessed, man. I know that God has a bigger plan for me. And so I'm happy because I'm like, man, that was me 30 years ago. And I look at myself now and be like, And I come from the Kelly O Projects to be around the people that I love and being able to shed a spotlight with the people that I love in my family, man. Like, I know that I broke a lot of generational curses. And, you know, when I go and look at it, I can't wait to tell my story. The Master P Only God Could Judge Me movie. I know that it's going to be different because when people see this, they thinking, oh, we're just going to be a shoot them up movie. Nah, man, this is going to be a fake based street movie.

3:59 This is history.

4:00 Yeah.

4:01 So because I don't want to sugarcoat. And I know when people go to church, they say, oh, well, no, but God took murderers and prostitutes to heaven. You got to ask for forgiveness. And when I start understanding that, I'm like, man. I'm on my way. You know what I'm saying? I'm on my way because this is all about building God, kingdom, and serving, being a servant. And so when I understood that, I'm like, yeah, man, if you do the right thing, you ask God for forgiveness, then you could go to a higher place. And so that's the journey I'm on, feeding my people, giving them the education, giving them the knowledge, letting them know I'm not perfect. I never was perfect, you know, but I'm a work in progress. And that's what this is about,

4:44 being a work in progress. And I think that's where we come at to this journey. Where we at now, because a lot of people didn't think, oh, no limit in cash money.

4:54 Well, that's what I want to get at.

4:57 The sound of that.

4:58 Collaboration has always been a major theme for you, right? Always working with Snoop Dogg. No limit how it was built with family. Cash money, right? So no limit cash money. Those are the two titans in New Orleans. And last year was a historical moment where Earlier this year was a historical moment with the Versus.

5:18 Yes.

5:19 And now you're going on tour together.

5:21 Come on. Come on now. Where I'm at.

5:24 Right here.

5:25 You're going to get to witness history. No limit. Cash money. The tour. Got the dates at the bottom. We're going to talk about the dates in a second.

5:32 Yeah.

5:32 As you know. Some people up here, we got something to say.

5:34 Come on, man.

5:36 So how did... Was there any problem with you and Cash Money?

5:41 Nah, I mean, to be honest with you, as you grow up and you get older and you realize like, man, it's a lot of people that just don't get you. But we've always been about business. So, you know, I think that's what made this work. And we always stayed out each other way. Like, it's like, you know what, man?

6:01 Y'all coexist over here. We coexist over there, even though we're like right in the same community. And to be honest with you, I respect them for what they've done. as black people coming from the community where I grew up at too, man, I want to see them win. And so at the same time, but you know, we all competitive and we all did our thing the way we did. And I thank God that, you know, where we at in life. Now we can show this generation that this is bigger than us. This tour is about mental health. And a lot of people, a lot of us have been dealing with that for years and not knowing it. So when we get out here and get on this tour, we're like, you know what? We're going to be able to bring awareness to mental health. We're

6:43 going to be able to show the next generation that stop all this beef and let's get out here and get this money. And let's just go have an amazing tour. So this is about to be history. Like you said, witness history. And, man, they're just going to show you everything happens in time. So that's what I feel about this.

7:04 It took time, man. It took time.

7:06 Did the Versus spark the idea for the tour?

7:09 Or were you at the point where both companies came together and said, we need to do something together.

7:15 This would be big for the city.

7:16 Yeah, I think both companies came together, but it was a lot of people wanting to do this tour. But what's so important about this tour for me, right? Being able to do this with black promoters.

7:29 Mm-hmm.

7:30 Tour promoters, which is, this is incredible. Like, I'm like, you know what? Instead of us doing all these different tours for these other people and stuff, you know, let's do this tour for this man. You know, that is successful and put this together.

7:48 Who's the tour promoter?

7:50 It's right on there.

7:51 Okay.

7:52 You see that?

7:54 What we got? B. BM Entertainment.

7:58 BM Entertainment. And that's incredible. That's a black owned tour company. Do they approach you or you approach them? Yeah, no, they approach me. They approach everybody. So what's your relationship like with Birdman? Like, how does that conversation come with you? Do you and Birdman sit down and work out the logistics, work out the deal? Bro, like, let me tell you something.

8:18 I have no ego. It's not working. You know what? Whatever you work out with the promoter, that's your business. Whatever I work out with the promoter, that's my business. That's how I am. I just, what I want, if I get it, I'm cool.

8:31 So you get what you want.

8:32 I don't worry about what somebody else is doing. That's been me my whole life. I think that's why I'm able to be successful. So when you talk about Snoop, right? Like, I could have. took half of everything Snoop had. I'm like, no, man, I want what's mine. When our deal was over with, Snoop went on and turned into a boss. And I appreciate that. Think about it. I don't count other people's pockets. Like, I don't do that. And I think a lot of these artists do that. They get caught up into, oh, what you got? Nah, that ain't me, though.

9:03 When you say you could have took half, like when he was coming over from Death Row?

9:05 Yeah. I mean, even after, if I wanted to. Because of the investment that I made into it. The thing about it, a lot of companies don't do that. Like every artist I had, I never, if they wanted to leave, told a contractor, go ahead. Think about it. You don't hear that, right? It's like most artists, people like, man, I put you on, I blew you up. So I could hold you for however long I want because I should take that journey with you. No, not me. I've always thought that I'm a pack fair guy. But that's on the artists if they don't save their money. Because you think as music industry, you think that you're going to be hot forever. You're not. And that's why I got into business and diversifying my portfolio.

9:52 You brought up a good point. A lot of artists, they beef with their label. They say the label is ripping them off. They're not getting paid. I never heard that from any of your artists. Do you think that as a music executive, as a record label CEO, do you think that the artists are to blame for blaming their label when that happens? Or do you think the label is to blame for taking advantage of the artists?

10:14 I think it's a lack of information. So you have to educate yourself what the contracts you sign and you can be mad about. But what I what I don't see a lot of the white CEOs of these companies that artists are fussing with. I don't see that. But I see a lot of black CEOs that the artists are fussing with because. they end up being friends and they hanging out, you know, with the artists. So now you think you're at the table, you eating together, but it's a different, that guy actually, me and Boz, so you see, I got on my shirt, my day one, me and Big Boz, like we, we, we've been doing this for 30 years. And that's what this shirt said day one. This real No Limit Soldiers right here.

10:58 It take me back to when I was getting the Source magazine.

11:01 Yeah.

11:01 And those ads were in it.

11:02 I mean, about five of them. Yeah.

11:04 Y'all just took over the whole marketing department.

11:07 So think about this, right, with what you were saying. Artists don't know what you go through to build this company, this brand. Me and Boz was laughing about this. Boz said, man, they don't know. We was on the block. We could have lost our life anytime. Right. Y'all. But, you know, once y'all get on, y'all think that this because of y'all or you did this. Right. But it's not, man.

11:29 People don't know what it took to build something like this. They don't know the adversity you had to go through. And then the artists just have to know their business. A lot of these artists don't know publishing. They don't know these deals. They just sign these deals and then they get upset. But they only get upset with the people that they know or the people that look like them because they can't communicate with them. These big companies, you have no communication. So think about it. That's why you never seen all this arguing with these guys. You don't even know who the owner of these companies are.

12:01 And so they take it out on the people that's close to them, but just get your business together. If you get your business together, you ain't got to worry about that.

12:08 Y'all look good, man.

12:09 When I was watching it, I'm glad that you said you have no ego because that's what came through the TV when I was watching it. It was like, he's here to celebrate, have this reunion. Silk look incredible. Mia did her thing. The whole limit looked great.

12:24 Yeah.

12:25 But you said this is about reunion. This is about collaboration. It's also about mental health.

12:29 Yeah.

12:29 Talk about that side of it, because that's something that most people wouldn't have respect from a label that, you know, is bad about it.

12:36 Oh, yeah. And guess what? You do have to grow up. And I want artists to know, like, you don't have to be bad about it for the rest of your life. I mean, I was born and raised in Providence. And so I seen a lot. And so when I talk about the mental health side, it's what we call it mental strength. We see murders. We see young people go to jail. We see young people get killed. We seen a lot of poverty. So you don't get counseling or nothing like that in the projects. So I'm like, man, if I could reach back to my young self now and say, everything you've been through, Have anybody ever talked to you about it? No. So you are healing yourself.

13:24 And a lot of these people in the hood is self-medicating. They're taking drugs. They're doing things to get behind this. So I'm like, man, we have to figure something out to let's not keep this a secret. Let's sit around. Let's talk about this. Let's bring awareness to this. And that's why we could do this with this tour. And that's why it's so important that Cash Money and No Limit is involved with this because the next generation could say, these are the guys that started this, especially both gigantic labels from New Orleans. And to be able to be on this journey together, man, I think we're going to change and save more lives because when people see us on that stage in all these different cities, be like, man, yeah,

14:11 these guys made some of the toughest street music in the world, but these guys grew up. So don't be afraid to grow up. I'm telling youngsters out here right now, don't be afraid to grow up. Don't be afraid to get better. Don't be afraid to better yourself. And that's what this tour is about for me. I think this tour is going to go on and on overseas. And so many people want to see us. Just like you were saying, people in New York. I looked at the days.

14:38 I saw the first days in Texas. I said, okay, they're going up to Detroit, but I don't really see a New York show. I'm like, yo, I was there in 96. I love New York, man. I used to go to Dapper Dan and get my clothes.

14:52 Okay, you see what I'm saying?

14:53 You know what I'm saying? We started out with the Gazelles and the Big Change. I mean, New York literally made me on the East Coast because- Nobody knew my music, but me coming, hanging out, going to the tunnel, doing all this stuff. You know, I definitely brought a lot of that swag back to the South and to the West Coast. You know, being able to come out here, I got my, I mean... I mean, I got some of the nicest clothes out here, man. I don't think Dapper Dan even know who I was. He was like, man, this little dude just spending money with me. I'm like, yeah, man, give me that. I want to put some Louis on his sweatsuit. So it's in the movie. You're going to see in the movie, you know, what New York did

15:38 for me and for me to be able to watch in that tunnel and watch the vibe and watch hip hop. I mean, I was able to go back home and be like, man, them boys from New York, they turned up. It was crazy back then, you know. And then the way I talk, right? So the girls was on me out here when I come out here. Like, I just want you to talk to me. I'm like, yeah, shorty, what's happening with you? So I felt like, man, I got it going on. It's a movie in itself. Yeah, no, man.

16:12 And we definitely got to come to New York, man. And we going, you know, at the time, a lot of these venues, they wasn't available. So you got so many tours going on. So I want my fans to know, man, I love my fans. Even in Cali. Like, so think about it. You know, me living in the Bay Area in Richmond, California, that's where I really got my swag from for as independent hustling the music. And so I got to, you know, be able to go do a gigantic show in the Bay Area in Los Angeles. So I'm telling Snoop, you know, Snoop doing his movie right now.

16:45 But after he finished filming his movie, you know, I could see us going to L.A. and doing something big, taking over. Yeah.

16:57 Who from your side is going on the tour? Or is it different people at each city?

17:03 Or is it like.

17:04 No, man, everybody from my side go to it. I made sure that everybody go. And if you're a part of this, you're a part of history. And, man, we losing so many brothers and sisters. It's like, man, I want my team out there. You know, for us, man, adversity, differences or whatever, man, it's like ain't nothing more important than what we did together. So we don't have that kind of hate. in our heart for each other. We might disagree sometimes, but it's like brotherly love, sisterly and brotherly love. It's like for us, if you're going to look at and you're going to see in a movie, when we have a problem, go put the gloves on.

17:46 We put the gloves on and then it's all good. Somebody might come out, you know, with a black eye or whatever, but we like, man, that's my brother. We good. After that, it's like, man, we ain't trying to kill each other or hurt each other. We have disagreements. Man, let's figure this out and let's move on. Because, man, think about it. Even with me and my brothers, we might get into it. Next hour, we get into it with somebody else, we jumping them. They like, man, I thought they was tripping. No, man, you thought wrong. So my whole thing with this tour, get your camouflage on.

18:24 because it's going to be soldiers everywhere, all over these arenas. I'm giving $ 1, 000 out to the best camo outfit every night. So bring your camo.

18:35 The tank is back out.

18:37 The tank is out. We're going to port it like it's 1999. We say it one more time for the streets. So that's what this tour is about, being able to go live that soldier life out. It's going to be like a masquerade soldier porting. So, and, yeah.

18:56 Well, you know, talking about that, because you're running so legendary, just from a business standpoint, because you're such a smart businessman, when you saw the music business start to change, what was your first thought? Because you come from the era of selling CDs out your time. When you saw it transition into what it is now, streaming, and, you know, Steve Giles making the iPod, what was your initial thoughts?

19:20 I mean, you know what? You got to catch up. And we be so far behind, man, that we worry about, like, time is changing. Like, time is waiting for nobody. Like, these guys are passing down money, generational money. Like, we're trying to build generational wealth, and we're trying to bridge the wealth gap, but they are passing this money down.

19:42 And we're not looking at it. I mean, I went to a grocery store in Tulsa, Oklahoma, last week. A guy aged Owens.

19:50 That's our guy.

19:51 Yeah, Oasis. That's our guy. Man, Oasis. Let me tell you something. What I love about this, right? People are not seeing this and not saying we should be standing outside that store making sure people come in there. And my thing is we're going to put that store on the map because in Tulsa in 1920, people don't realize what happened to our people.

20:12 Black Wall Street.

20:13 Black Wall Street. And so to be able to support that. We support all these other stores. You know, a lot of people say, man, well, don't say you own something you don't know, man. You know, me and James always been about, you know what? We're going to show the people if they could do it, we could do it.

20:29 And to be able to support a brother like that. And he has four stores now. I'm saying he could have 10, 20 stores now. He could take that company public. I mean, his stores are neat. They got fresh products in there. He giving back to the community. And it's in Tulsa where we got to go back and say, let's take this back over and show people that guess what?

20:54 We're making good products. We're owning stores. We're giving back to the community. We definitely should be making that go viral. And that's the things I want to do. Like make something like that go viral because we're celebrating a brother that's making a difference for the culture.

21:13 Yeah.

21:14 We were down there for the 100th anniversary of the Tulsa massacre.

21:19 We met AJ. We sat down with him, interviewed him.

21:21 Yeah. He got a lot of energy, huh?

21:23 He's one of a kind.

21:24 Yeah.

21:25 But he knows his business, and he broke down the business to inspire others.

21:29 Nah, so I took my guy, Rizzo, he over there. Him and Rizzo got that same kind of energy. So, you know, they got that coach energy. You know, Rizzo a coach. He been out there doing stuff on a national level, and he's– been the spearhead of the Master P Reviews, where we give Black-owned business opportunities to where we're going to promote them. And that's what we did, going down there promoting Oasis, which I think is going to be the next big grocery store that could be all over the U.S.

22:04 And it's needed.

22:04 It's needed.

22:05 We need grocery stores.

22:06 Yes. Yes. I mean, we got a lot of food deserts in our community. So imagine having black-owned grocery stores that are giving back and buy people that look like us and go put the money back into the community. I told, I said, you know what? We make a tenth of 1% of the Fortune 500 CEOs, African-Americans, which that has to change. Yeah.

22:30 You brought up the word virality, right? Did I say it right?

22:34 Viral?

22:34 Viral.

22:35 So I'm thinking in terms of music, like you said, because you said you came from the CD era, streaming became a thing, and now TikTok can decide. I wonder from your CEO lens in the world of music, how do you feel about it, man? Could a no limit exist in today's environment with social media?

22:54 I think we would sell billions. Because everything we've done was raw and real. And so you imagine if you could just capture that the way that thing was sold, billions, because people want the real. And I think that when you look at TikTok, anything that's authentic, it's going to go. And man, no, I really think like even AI, all this stuff, I know a lot of people don't like it, but I'm like, learn how to use this stuff. Just use it as a tool. It's not going nowhere. Like they are linking up. Like how come we're not doing that as business people? They are grouping up together. They buying each other companies. They coming together. They going public selling companies. Why we not doing that? One thing I

23:46 always wanted to ask you was your output. You was never afraid to put out a lot of product. Like I remember No Limit. I think you had like 30 albums that came out one year. Like every other week there was an artist. And then you had that signature, like the graphic design.

24:00 Graphic designs, man.

24:01 Yeah, it was like Mia X one week, Cain and Abel one week, Silk to Chaka one week.

24:06 Bing.

24:06 Yeah, Bing one week.

24:07 It was just like, what was your thought process in that? Because most people would be afraid to put out that much music. They would feel like they're watering it down or they're stepping on the artist's rollouts. What was your thought process in just like flooding it as much as possible?

24:22 Man, let me tell you something, right? So I had a distribution deal with Prodigy. And they told me I only could put out one record a year. I said, no, I put up $ 200, 000 for marketing. So I have a distribution deal. I don't have a record deal. Well, I get 85% and a record company get 15%. I said, no, but it's not normal. I'm saying, that's why I did this deal. So when I put out those 24 records in one year, 23 of them went gold and platinum.

24:53 Hmm.

24:54 And I only could do that because I controlled the project.

24:59 23 on Golden Platinum.

25:01 Yeah, 23.

25:01 In one year.

25:02 In one year. And guess what? That's the power of marketing. Like, I've always been a marketing genius. Like, I took products and marketed them inside whatever I know. I'm putting a Master P album out. I know this is going to be big. So I want to put these other 22 records inside that project. And I think a lot of people want to be stars, and it's all about them.

25:29 I've never. I've always wanted to be a businessman. Like, I don't need the private jets. When I get on a private jet, it's because I got to be three different places at one time. Other than that, I'm cool. I can ride with the people. I come from the projects. I never had nothing anyway. So it's like... I could.

25:47 I put, think about it. I probably put Snoop on a private jet way more times than I've been on whatever, wherever you got to go or wherever you got to go. I've never worried about being pampered. I get minds in the end.

25:58 So how did you get your team? Because it's like, did you have a meeting with all the artists? Like, look, we're going through this. Everybody's going to benefit everybody, but we can't be selfish. Like, you're going to come out two weeks later, there's going to be another album that comes out, but don't worry, that's going to help.

26:11 I ain't got to do none of that. If you the boss. That's what comes with being a prostitute. Trust the process. Trust the process. Because think about it, I'm putting the money up. Like, by I say, I done took the chance for this. Like, we got to do this my way because this is my vision. No limit is my vision. Like, This is not somebody else's vision. Like, I love this. I've never done this for money. So the artist might be doing it for money. Hey, I'm going to sell a million dollars. I'm going to make this.

26:35 I did it because I love it. I love creating things. So that's why it's easy for me to create other products because I love building stuff. So I've never done stuff for the money. So a lot of artists tell me, hey, man, I'm going to sell a million copies. I'm going to make blah, blah, blah. I've never done that. Like, I've never done nothing for the money. Because guess what? As a boss, you got to be willing to take and make no money. I brought artists houses and cars for they even sold one record. Because I believed in them. Now, guess what? It's artists that I brought houses and cars for that didn't sell no records. But I had to take the loss. And then there was some of them that I brought houses and cars for. They sold a

27:14 lot of records. But I took the risk. So it's come with being a boss. I paid a lot of people that worked for me. I went home some days. I ain't had nothing. But it comes with being a boss. So you can't tell me what my vision. My thing is we all are going to get along if I'm going to be the boss. And I'm going to do this this way so if somebody pop, then everybody going to pop. So everybody going to get a chance to be successful if I promote everybody. Because think about it.

27:40 I looked at it back in the days, right? If you look at a lot of the artists, it was always about one artist. They never was putting other people on. I mean, I went to the West coast and I put on West coast artists and I'm from the South. So I've always been about, Hey, I want to put these people on as a team that come from me playing basketball, playing sports. So I've always thought about the team.

28:06 It never was about me.

28:08 That same mentality goes into the products, right? It's, Because it's not like, hey, I got one product. It's like, I got a bunch of products. Here they are.

28:16 Look, man. Product got to weigh his talent.

28:21 I still have those doodles at the crib.

28:22 Come on, man.

28:24 Talk about wrap snacks.

28:25 Wrap snacks, man. Come on.

28:26 Talk about it, man. Because this is a new flavor. I've never seen this flavor.

28:29 Yeah.

28:29 Talk about this.

28:30 But let me tell y'all something, right? When you talk about wrap snacks, it's a black-owned company. And people don't realize, you know, everything that James went through. And when we started just going to these places, man. to what nobody believed and to be able to turn this into one of the biggest chips and noodle companies. And hopefully, you know, the next step to take this brand public, because that's what it, that's what we should be doing growing to get to there. Right. But this was nobody believing, you know, in this, I can't wait. Me and James working on right now, we working on doing a reality show because we want to build up artists. Like we got a lot of artists on this brand, right. But why not

29:10 put a rap snack label? That's going to be the next step. To create a label and do it through reality TV so you can watch the growth of these artists.

29:21 Have you been approached about acquisition? Like has, you know, there's competitors in that space, right? You've got the Lays, PepsiCo. Have they, because I've seen, this has been moving for years now. It doesn't seem like it's slowing down.

29:34 New artists, new flavors.

29:36 Have they approached you about acquisition?

29:38 Well, you know what?

29:39 Of shelf space?

29:40 To be honest with you, James get people calling all the time and they want to be a part of this. And, you know, I mean, it's also a thing that holding on to this for the right moment. And that's why I was saying about what about taking this public to where ordinary people could invest a hundred, two hundred, a thousand dollars. And then we'd all make money together because it's not just about us. You know, we're talking about building generational wealth. We're talking about bridging the wealth gap.

30:08 And we're talking about having ordinary people invest into the brands. So now, because a lot of stuff is about shelving space. So if you got the marketing money to put this in the main eye level on every shelf, then this turns into a billion dollar company. So I think that's the next step for us is taking this brand public.

30:29 And letting the community and the culture be able to invest into this.

30:33 Is this still the most popular? Last time we spoke, I think Lil Baby had the most popular favor.

30:38 I think the Masterpiece label is the most popular. Everybody want that honey barbecue. I would not expect you to say anything less. You know what I'm saying? Because think about it. This is how it started. And so we still here, man. And to have a partner like James, man, it's incredible because this a guy that come from the inner city in Philadelphia and just believed in, you know, came, got me pee, man. I got these chips, man. I'm like, man, come on now. He was like, no, bro. I'm telling you, this is going to be big. Let's get out here.

31:09 And guess what? We, we got on these little small planes and went to these factories and the rest is history. And we, we, we still got chips.

31:18 Yeah. Still chips.

31:20 We still got chips. I ain't made a record in 20 years, but we still got chips.

31:25 Collecting the chips.

31:27 And we're doing it the right way. That's what I want to show the culture, right? You should be happy. You should be smiling. If you're successful, you're happy and you're smiling. Man, I'm happy, man. It's a good day. We got our own noodles. Because think about it. I grew up eating noodles. And so when I came up with the news, I was like, James, man, I've been eating noodles all my life. We got to do some noodles.

31:52 And we did the noodles. And so we're working on all kinds of stuff now.

31:56 Is it a plan to expand even to other type of food products?

31:59 Yeah, yeah. Right now, we're working on a lot of healthy food products now. We want healthy charts. And so a lot of the fans, you know, they got on us. We want healthy charts, and I'm listening. Because I want to be able to save the community, give back. So the Miller family foods is what we're doing next. So the Miller family foods, healthy choices, healthy cereals, healthy snacks.

32:29 And think about it, though, to be honest with you, everybody say they want healthy choices, but they don't. Let's be honest. Everybody say, oh, I want healthy choices. Pete, they go online and get at me. Pete, we need healthy foods. I'm like, oh, OK. But then you don't go by it. You go by. Oh, I like this because so what me and James. So one thing about James, what he know, he know how to make healthy stuff taste good. And I think that's what the Miller family foods is about to be. We know how to make.

32:59 healthy foods taste good. And that was, that was, that was the problem too. We like, man, we can't compete because if we make some healthy food and it tastes trash, nobody's going to buy it. They're going to talk about it and say, oh, it's healthy, but it don't taste good. So that's why we still eat the other stuff. But now we got some healthy food that tastes just as good as the other stuff out there.

33:20 To talk about distribution when it comes to that, because that's a process as well.

33:25 Yeah.

33:25 Shelf life is a process where you're on shelves.

33:28 Like, being in the large, the Kroger's of the world, Costco's, the Walmart's. How has that process been for y'all? Do you have to struggle or does the fact that it's Master P's involved?

33:38 Nah, so, you know, they understand that we got a verse to the community and the culture. And like right now we in dollar store, which it was tough to get in there at first. But all our people eat in there and to get them to understand, like, you know what? We about to, I got Rizzo, we about to get on the road. And so we're going into these stores and say, are they helping our community? The Targets, the Walmarts, all these places. You know, we're going to hold them accountable. Saying like, you know, we understand they came up with all these different things. But no, man, we spent a trillion dollars a year in these stores.

34:16 Y'all have to really take us serious and take care of the community. And so we're going to start holding them accountable, going out there saying, you know, We got the biggest buying power. What are you doing for our culture and our community? So I think the accountability is the most important way that we have to go out there, because if not, our product is not going to get on these shelves. They like, well, they come into our stores buying stuff anyway, so it don't matter. But holding them accountable, saying, yeah, we understand you guys own these stores, but we are spending a lot of money. And I think look at Target right now, what happened? Like, I feel like Target got hit hard this year because of

34:56 thinking that we don't need the African-American dollar. And then they found out that, wow, these guys really spend. And so, you know, sometimes you got to do that. You got to go through that transition to see how, you know, I tell people all the time, know your self-worth. And I think our culture don't really know our worth all the time. So, you know, and it's okay to do business, you know, with these people. But at the same time, you got to know that at least Pac fell with us.

35:28 What do you, you know, basketball has always been a part of your life, right? You played basketball.

35:34 Yeah.

35:34 But now you're on a different side of it, right?

35:36 Yeah.

35:37 You know, watching your son play.

35:39 I see you're involved in, is it the University of New Orleans?

35:41 No, I was coaching at the University of New Orleans, but my son played for the University of Houston.

35:47 But you did the floor.

35:48 Yeah.

35:49 That was New Orleans.

35:49 Yes. Yeah.

35:50 So what's your plans for basketball? Like, are you going to, I know you had the agency before, the sports agency, Ricky Williams.

35:58 Yeah.

35:59 Is it a relaunch of that? Are you in NIL deals?

36:02 I'm in the coaching.

36:03 Coaching.

36:04 So that's what I did at the University of New Orleans, but they, turned over to LSU. So LSU took over the new Orleans system, which now the colors are purple and gold. And I love Baton Rouge for LSU to be purple and gold, but new Orleans is blue and white. And so that's what I, you know, I feel like new Orleans always needed his own identity for his college basketball.

36:27 I mean, we beat TCU this year. These are all guys that I brought in and we competed with some of the biggest teams in the country. And, um, Now it's under the LSU umbrella, which I feel like I love LSU purple and gold for Baton Rouge, but not for New Orleans. And that's when I kind of like backed away because now I think we're going to go division two. I don't think that is going to be a division one. I don't think LSU with all the money they spending, they will want to compete with LSU, New Orleans. Because that's what the team is called now.

37:01 LSU New Orleans.

37:02 I mean, how that sound to you?

37:06 Okay. Don't sound great. So think about it. I put University of New Orleans on the map. Nobody ever heard of it. I talked to all these NBA players. They were like, P, I never heard of that school. And so we put it on the map. But now I don't have an identity. And I think the people in the city feel the same way. Like we've been New Orleans for all these years and now we LSU New Orleans.

37:30 So now it's like LSU had two teams and they both purple and gold.

37:36 So you stepped away from the situation?

37:38 Yeah. No, I stepped away because, you know, now it's under that umbrella. I know that it's going to go division too. And so I invested a lot of money, a lot of time, but it's also, it was a good learning experience. I feel like maybe I might go to the NBA next year. Maybe I might go to another college, but I think I could be good for a program like the Spurs.

38:03 So what exactly would you like to do in the NBA?

38:07 I would like to do the marketing, but I also like to do the advisory to the young players and preparing them, knowing that It's some of the recruiting, knowing that you got good people around, the players. And I think that's the thing, showing somebody that really love and passionate and has the resume. I have the basketball resume to do this. So I got a bunch of schools that I'm looking at, but I haven't decided yet. I'm kind of waiting to after this tour and then I'll be back in the gym. I mean, basketball saved my life. So, you know, I think that people understand that now. And they see all the kids I put into the NBA.

38:49 DeRozan is one of my kids. Brandon Jennings, Lance Stevenson from out here. I could go on Ryan Boatwright.

39:00 At UConn. Yes.

39:03 I put on Jalen Suds. I could go on and on. I still got a bunch of players. Chad Holden played for me. So, you know, my son's, you know, Mercy. Matter of fact, my son, he's a dog. And what I love about him, Mercy at Houston, right? He played with Chad and Jell and all those guys and won the high school state championship in the eight. grade. So he'd been playing up all those years. And I know how to develop dogs and so how to push them, how to support them. And then also the mindset is like that's so important in sports. being around good people.

39:49 So I think that's what I could bring to college and I could bring it to the NBA because it's that non-traditional and you need to have the business now because college is now, it's, I mean, I think LSU spent $ 20 million on a marketing team. Like that's they marketing people, 20 million. Yeah.

40:08 So with that, cause as you're saying, I'm thinking, Shaq became the general manager of the school.

40:14 Steph became the general manager.

40:16 Shaq, like last year, Shaq went on TMZ and said he wanted to beat me and play my team. What happened? Nobody never went back. I feel like I'm going to make a movie about this team last year. Because, you know, before I got there, they only won four games. Like, they only won four games. Like, they made it to the playoffs twice. Once I got there, like we took this to a whole nother level. And yeah.

40:44 So if LSU comes and says, and because it's still in the state of Louisiana.

40:50 Yeah.

40:51 Hey, P, we got this general mayor position. Are you interested?

40:54 Is that something, obviously with your marketing background, the level of budget that they have, and you're obviously eye for talent.

41:02 So I think this year, I wouldn't do it because they got so many players and so many coaches. LSU's crazy right now.

41:10 They got a pro team.

41:10 Yeah, they got a pro team. And they got an older team.

41:12 That's what I'm saying.

41:13 Yeah, yeah, yeah.

41:14 They got dudes like 25, 26.

41:15 I think they got the oldest team in history. Never. So my thing is this year, I want to wait. Maybe I might go to HBCU this year.

41:27 Okay.

41:28 So I haven't decided.

41:29 John Wall just did that.

41:31 Yeah, John Wall just did it. So I'm thinking about maybe that or going to the NBA. But, yeah, I would definitely go and help HBCU and help put that on the map.

41:45 Maybe back in Toronto.

41:47 Maybe. Maybe. Where did the– oh, think about it, right? So I played against Bronson's dad growing up, right? So we in New York. And I look at it, I say, I can't wait to see his dad because I'm like, man, your son way better than you. You know, because he used to talk a lot of noise back in the day. But I'm proud of that family, man. I definitely want to say that I'm in New York. I'm proud of him, his wife, and his son, that as a family, the way they represent. I mean, it's incredible because his dad deserved it, man. I mean, we was fighting the whole way up from the CBA to minor leagues. Like people don't really know the story and the history. They just think, oh, Master P just popped up in the NBA or even

42:39 Bronson did. Like that man went through a lot of adversity. you know, in the CBA, the minor leagues, before getting in and finding these different teams. So people don't know the journey is for real, man. One day you go to these teams, and next thing you know, your key code don't work. Your service is no longer needed in the community. So you got to go find another job quick.

43:06 So you just brought up Rick Brunson.

43:10 Yeah.

43:11 You're a great father as well.

43:12 And you have tremendous track record with your sons from music to sports. And that's not highlighted. What's the formula that you have used to raise young men to become successful on their own?

43:25 Yes.

43:26 Spending time with them, teaching them hard work and preparation. So consistency is it. And the most important thing, putting God first. Like I teach my kids that I tell my son every day. man, because you could get hurt no matter what. You got to give God the glory. So first thing, you got to give God the glory.

43:44 And then, you know, we.

43:45 Got to work.

43:46 We got to put our body through conditions that's going to be uncomfortable if you really want to be successful. And so none of my kids had cars until they got to college. You're either going to ride your bike to school, you're going to run to school, you're going to walk to school, or you're going to catch a ride. But, you know, I grew up in poverty. We ain't had all that. So it's like, you know what? I want you to earn. Like my son, what I love about Mercy, I mean, he's giving back. I mean, he's not just taking his NIL money and just I'm going splurge. No, we just did a basketball camp with over a thousand kids the other day. So he's making sure his Lord have mercy foundation. He's making a difference. And so I

44:30 think that's what I raise my kids on. You know, the more you make, the more you give. And when you bless others, blessings will come back to you.

44:39 When you look at the landscape, obviously music has done it for you. In terms of the next opportunity of wealth, where do you see it?

44:50 Is it in sports?

44:50 Is it in entertainment? Is it in tech? How are you looking at the landscape of business right now?

44:54 I feel the next landscape for me and my family is making money in your sleep. It's definitely tech. It's definitely being able to understand the ecosystems. And I think a lot of people not looking at that, they still caught up in the past, brick and borders. But no, man, you have to be able to have a consumer online and to be able to sell them something. And I think that that's where the world is going because people don't even want to go to stores no more. They just want the stuff to pop up at their house.

45:29 So being able to establish great customer service, reliable product, that you could send out in the mail and people know they're going to get their stuff on time. That's the way.

45:43 You had so many legendary moments in your career, from music to movies to sports, and you've had conversations with high-level executives. What did you learn in meetings with people as far as negotiation and business throughout your 30 years of business?

45:59 What are some of the lessons that you learned?

46:01 Well, for me, the first lesson is never do a deal when you're desperate. And I think a lot of us running there, hey, I got to pay the light bill. I got to pay the rent. And they're like, oh, you do, huh? They see it. Oh, that's what you're going to get. You're going to get rent money and bill money. And that's it. And also knowing your work.

46:23 I mean, when I turned that deal line with Jimmy Iovine, I taught him one thing, that everybody, just because you got, oh, I'm going to give you this, you don't have to take it. So no deal is that big that you can't turn down. So I'm a kid coming from the project, just been offered a million dollars, and I'm like, nah, I'm good. Yeah.

46:43 But you was able to do that because independent, though. You had some way to make money, though. That's important for people to understand, too.

46:50 Yeah, well, I mean, think about it. That's not true because I'm still going back to nothing. Nothing is promised, but you have to know. So that's what I'm saying. You have to bet on yourself. You are your most important investment. I think a lot of people don't bet on themselves. What I looked at, I said, wow, this guy don't know me. He offered me a million dollars.

47:10 He's going to sign me the check right now. How much I'm worth. Not how much I have at home. No, this guy about to give me a million dollars. I'm going to be a millionaire. Okay, but how much am I worth? Because if you don't even know me, like think about it. If you just walked up to somebody and said, hey man, I'm going to give you a million dollars. Dude, like for what? I'm like, Then I'm like, well, how much you gave Suge Knight? Oh, we gave him 10.

47:37 So I'm like, oh, okay. But you only going to give me one? All right. I'm about to go get some lunch.

47:47 You know, it's crazy.

47:48 As you're telling the story, the Seat at the Table album just came to my head. It's like, because you tell the story on that album.

47:56 And I'm like, he's telling it now. That's so surreal. Obviously, that deal worked out for you. Yeah.

48:02 Yeah, I mean, think about it, but I'm willing to bet on myself. Guess what? If it didn't work out, I'm cool because I never had a million dollars, so I wouldn't have missed nothing. So I think that's what we get caught up in. It's like, oh, man, you should have took the money. No, but I never had a million dollars. So what's the difference?

48:17 Closer to zero.

48:18 That's what I'm saying. It's all the way up from there. I'm at the bottom, so all I can do is go up. I'm going to go up either way it go.

48:25 I wonder, from that moment, has the idea of success changed? each time you've hit a new goal, you've reached a new achievement, has success changed? 30 years in now, what does success look like for you?

48:38 Just building stuff. I always find a problem, man. Like, success has never changed. I can just find something else. Like, let me show y'all something. I'm into the confidence. Look at this. Confidence and energy. That's for men. I want you to look at that. That's no limit 6'9. This for the women.

48:59 All right, so this is a male enhancement gum.

49:02 Man, this is gummies. I was about to say, I'll eat this, but I'm like, hold up. I don't want you to eat that right now. I said, let me read the instructions first. Hold up, right? Hold up.

49:11 I got to say this for later. Say this for later.

49:13 All right.

49:14 Keep out of children.

49:16 You got to be 18 or older to eat these gummies.

49:18 Okay.

49:19 But I'm just telling you.

49:20 You. Look, you saying where the world is going now.

49:24 Yeah.

49:25 You know, as you get older, you're going to need this.

49:27 Erectile dysfunction is a real thing. Let me see the woman's one.

49:31 That's the woman right there.

49:32 All right, honey, I'll be home later. No, no.

49:35 Okay.

49:36 Got you. Got you.

49:38 18.

49:38 I see 18 plus.

49:39 Yeah. See what I'm saying?

49:41 But guess what?

49:42 When I do stuff, it's like, okay, as we grow and you thinking like, man, think about it. It's, it's, We was just looking at this company that come on the sports channel all the time, and all they talk about is, oh, hey, it's good for you, and it's good for her, right?

49:58 You watching ESPN, man.

49:59 ESPN. So that's what I'm saying. This company here, No Limit 6ix9ine, It's not a sex company. This is a sexual wellness, health wellness. Think about it. That's what this is. And we sell vitamins. So go to nolimit69. com. We got some of the best vitamins in the game.

50:18 Do you just love to sell? Some people love the process. Because I come from a sales background.

50:24 Yeah.

50:25 Do you get a rush out of just selling? Because I can see just the enjoyment. You're talking about The Fool. You're talking about this. You're talking about the tour. Is it just the rush that you get when you're selling something?

50:35 I got to keep selling. You know what I'm saying? Like, I'm telling, like, and I'm doing something legit. And I'm also, I told you, I found a problem. It's so many men and women that need this.

50:46 That's a fact.

50:46 And they're going to buy it from them. Why not buy it from us?

50:48 They're going to buy it from the gas station.

50:50 That's what I'm saying. And guess what? I got the honey too. The honey patch.

50:52 I got the honey patch too.

50:54 And guess what? Look for the honey patch.

50:56 I know it's in his book bag.

50:58 Yeah. Look. It is.

51:00 Look for the camouflage. The camouflage honeybee hat?

51:02 Yeah. I got the camouflage honeybee hat.

51:04 For soldier love.

51:05 Soldier love. That's the stamp.

51:06 That's what it is. Soldier love. Because soldiers need love, too.

51:09 That's it.

51:10 That's it. Soldiers need love, too.

51:13 That's the company line.

51:14 Get ready for combat.

51:16 Get ready for combat. Put your helmet on. Put your helmet on.

51:18 Don't go to war without your helmet.

51:21 Don't go to war without your helmet. You know what I'm saying? You're on the battlefield. That's what I'm saying. Don't shot the commercial. You got to get ready. So, you know.

51:30 Six shot shooter.

51:31 That's what I'm talking about.

51:33 That just happened to be in his pocket, by the way.

51:35 Yeah, this happened to be.

51:37 A hustler is always going to hustle, man.

51:39 Look, I'm telling y'all. Think about it. Marketing is the key. Yeah. People are buying this in gas stations. They're going in stores buying this. They're buying this online. Think about it. How come it's not too many people look like us and not too many African-American and Latinos that own us? And we're the most people that's buying this. This is a $ 24 billion industry. In five years, it's going to be a $ 48 billion. And there's no people look like us.

52:05 And you're spot on when you think about the people who have high blood pressure.

52:09 Yes. Right?

52:10 Blood flow is a real thing.

52:11 Yes.

52:12 We lead America in that. And so this is a real issue that you're solving a problem for.

52:17 And it's all natural.

52:18 There you go.

52:19 Doing the Lord's work.

52:20 Come on, man. I got a pocket full in case you need it. I got a pocket full. Hand to hand. It ain't no limit. No limit. Six nine, we got you.

52:31 Come on, man. Always need love.

52:32 Hey, always need love, dog, for real.

52:35 Always a pleasure, man. Always a pleasure. Tell the people where they can get tickets to the tour and all all the information.

52:42 Man, look, right now, y'all got, see if they got the website on here. BMNshows.com. There you have it. Y'all see.

52:53 First show, 9-11.

52:54 Yep.

52:56 And then New Orleans is the second show.

52:57 Yeah.

52:58 Oh, my.

52:58 So, Houston, y'all, right? So, I want to let y'all know, like, Houston is probably one of the biggest shows I ever did. Soul Out Arena is going to be in the movie, and I can't wait to get back to Houston. Houston, I got a lot of history in Houston and to be able to be there and have one of the biggest shows, man, I can't wait to get my fans and touch them and y'all get y'all camouflage because it's going to be a no limit party. New Orleans.

53:26 What day is New Orleans? Yeah, that might be. I might have to go to that New Orleans.

53:30 Come on, man. Y'all come to New Orleans.

53:32 Come to New Orleans.

53:33 We're going to get riding.

53:35 Larry Morrow, give the gumbo.

53:36 Larry, we on the way.

53:37 Seafood gumbo.

53:38 Oh, you know that.

53:40 Yeah, we down there.

53:40 September 12th, New Orleans.

53:42 All right, New Orleans, September 12th.

53:43 Man, I'm just saying, Biza already told me. He's like, man, I'm already got the Indians. I'm stitching up all kind of stuff. This is going to be an ultra experience. That's going to be a movie. Well, always a pleasure, my brother. Thank you for the inspiration, motivation.

53:59 Keep going.

54:00 Yes, sir.

54:01 All right, guys. See you next week. Peace.

54:02 Peace.