What makes Master P different from all the other rappers-turned-record label executives is the maverick success of his label, No Limit Records. Starting from the ground up, Master P built his label with no major distribution and a stable of unknown artists, and to top it off, the label was based neither in New York nor in California, the twin meccas of hip-hop. With the release of the label's first soundtrack (and movie), I'M BOUT IT, Master P proves that rap records can sell without the support of the mainstream. Showcasing some of the South's hottest new rappers, I'M BOUT IT breaks new ground by creating yet another permutation of rap music. The style here is very similar to what we have come to know as West Coast-gangsta rap, but this Southern street sound (Crime Boss, Tela) has been blown up by Master P. into an exciting new approach that will appeal to hip-hop fans looking for something a little different.
