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6. Master P Crack House

Time To Check My Crackhouse, my crackhouse, my crackhouse The P rat a tat It's time to start checkin' shit I'm the wrong nigga in the projects to be fuckin' with.

Percy Miller sat behind the large oak desk in his office here recently, wearing a pound of gold jewelry and a bulletproof vest and playing one gangsta rap song after another from his forthcoming album, 'Da Last Don.' Record retailers say the album is a shoo-in to hit No. 1 on the pop charts when it is released next month, but Mr. Miller says it will be his last as a solo artist. He wants to concentrate on being an entertainment executive.

Better known to rap fans as Master P, the 28-year-old Mr. Miller is a self-made millionaire and one of rap's most inspirational success stories. With what he says was a $10,000 malpractice settlement given to his family after his grandfather died, Master P combined two years of junior college business classes and many more years of what he calls 'street hustling' to start a record store and then a record company, No Limit, which has, with little radio or MTV exposure, become one of the biggest new independent labels in any kind of music.

As he says at the beginning of his '99 Ways to Die' album, 'I'm not just your everyday rapper: I'm an entrepreneur.'

A glance at the pop charts lends validity to his claim. Last week only Warner Brothers had more albums in the Top 40 than No Limit. In its six years, the label has sold over $120 million in records to an audience so faithful that it buys hundreds of thousands of copies of a new album by an unfamiliar group solely because the cover says No Limit.

The charts reveal half a dozen No Limit acts almost completely unknown outside the rap world -- Silkk the Shocker and C-Murder (Master P's brothers), Sons of Funk, Young Bleed, Mystikal, Master P himself and, entering the Top 10 on Wednesday, Fiend.

'Master P has established himself in a very short time as a hip-hop icon,' said Ricky Leigh Mensh, an editor at the music-industry trade magazine Hits. 'He's become a hero to a lot of people who have come from tough backgrounds and said, 'Whatever it takes, I'm going to make something of myself.' '

And that's just music. Master P's ambition extends far beyond rap. When he couldn't get the kind of deal he wanted for his first movie, a low-budget ghetto docudrama called 'I'm 'Bout It,' he took $1 million out of the bank and wrote, directed, produced and starred in it. He released it independently on videocassette and sold over 200,000 copies, earning back his investment, he said, and $9 million or so more. By proving he could make a successful film by himself, he was able to negotiate a distribution deal with Miramax for his next movie, 'I Got the Hook-Up,' which will be released in theaters on May 27.

Not the type to wait and count box office receipts, he made his third movie, a bit of album cross-promotion called 'Da Last Don,' in just 11 days and plans to release it independently in June. Some performers see their music as art, others see it as a vehicle to fame, but for Master P, movies and music are investments. 'It's a business to me,' he said from behind his desk, grinning through gold caps with the letters M and P on them. 'I'm in it to make money. It's work. It's how I get paid.'

But how much money does Master P want? One hundred twenty million dollars, even if you subtract the 30 percent that record stores get and the 15 percent set aside for his distributor, Priority Records, is certainly enough to retire on. 'There ain't no goal to stop at,' he said. 'I guess I want to be the ghetto Bill Gates.'

In pursuit of his goal of billions, Master P has already moved beyond entertainment: he has bought a real estate company, a Foot Locker outlet and a gas station, and he's started a No Limit clothing line, a phone-sex company and a sports management firm that represents several basketball draft picks.

'You spread out because you never know when it's going to end,' Master P said. 'Business is like a seesaw going up and down. When one goes down, I have the other one going up. You have to think like that if you want to survive.'

Talking to Master P is like auditing a business-school course. In conversation he constantly shares his strategies of never spending more money than he has, of starting a business by thinking small ('you have to crawl before you can walk'), of maximizing profits by cutting out the middle men, of working twice as hard as anybody else and of owning everything -- his company, his studio, his master tapes, his film negatives. In his deal with Miramax, for example, instead of selling the film outright for some $5 million, Master P said he insisted on paying the movie's $2.5 million budget out of his pocket and giving Miramax just a percentage of box-office receipts. If the film fails, he swallows the loss, but if it succeeds, he'll keep the profit.

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'Master P fits into the tradition of every seat-of-the-pants entrepreneur who's ever worked in the rock-'n'-roll and R-and-B business,' said Bill Adler, a rap industry veteran and former music critic who runs the label Mouth Almighty/Mercury. 'What distinguishes him is his independence and his multimedia cautiousness. He's so confident about what his audience wants that he'll just put his money down and bet that his creative hunches are right. Plus, to a large extent, he still is his audience.'

Using a Tradition, Making It His Own

Ice Cube, whose metamorphosis from gangsta-rapper to director and record-label head took more than a decade, agreed. He said, 'He's one of the best businessmen I've ever run across.'

As a self-made black-music mogul, Master P draws on the legacy of Berry Gordy of Motown, Puff Daddy of Bad Boy Entertainment and Suge Knight of Death Row Records, among others. But unlike Mr. Gordy, Master P is also his biggest recording artist. Unlike Puff Daddy, he has found success without even attempting to cross over to a mainstream audience. And unlike Mr. Knight, who is serving a nine-year sentence for parole violations, Master P said he was determined not to let gang members and street thugs follow him into the executive suites.

Master P is vague about any illicit activities as a teen-ager in the Calliope Projects of New Orleans, but in the semi-autobiographical film 'I'm Bout It' he plays a drug dealer and crack-house proprietor trying to make enough money to escape the ghetto and start a recording career.

'Everything I did, I paid my time for,' Master P said. 'Me, I made a change. I left the thugs behind. I don't deal with them anymore. But I'll tell you something: once you're from the street, you never get that out of your system. And it's good to have street knowledge because without it, I couldn't have run my business as successfully as I'm running it now.'

Master P said he decided to get off the streets when one of his four siblings, Kevin Miller, was robbed and killed by a drug addict. 'It's a wake-up call to realize you can lose something as precious as a life,' he said. His surviving siblings are a sister who owns a beauty salon and his two younger brothers, who, next to Master P, are No Limit's most successful rappers.

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One of Master P's assets is his willingness to use obvious but effective marketing strategies. Before he starts an album he has designed the cover and advertised it in magazines for months to create a demand. The music often unapologetically borrows from current hits by acts like Tupac Shakur, Puff Daddy, Ice Cube, Dr. Dre, Levert and whatever else is selling in rap and rhythm-and-blues. (Master P calls the style New Orleans gumbo.) The lyrics mix hardcore street-reality rap (with songs like 'Ghetto D,' a step-by-step guide on how to cook and deal crack), laments for dead friends and anthems of black ownership and independence.

Based in Louisiana, which is not known for its rap, No Limit is at its core a hip-hop hit factory, able to record and release an album in just a few weeks to capitalize on a successful single. When Master P comes up with a hot song (like 'Ice Cream Man') or a catch phrase (like his 'Uhhh,' which sounds like the last trumpet of a dying elephant), it appears in some form on nearly every record on the label. In movies, in interviews and in songs, Master P likes to mention the words 'no limit' as often as possible.

When Snoop Doggy Dogg defected from Death Row Records this year, for example, within weeks Master P had him decked out in No Limit clothing and screaming 'No Limit' in songs. The label's logo is a tank, which many in the entertainment business see as an appropriate symbol because No Limit keeps on rolling, no matter what's in the way.

'I will never forget this kid,' said Tony Draper, who runs the successful Houston label Suave House. 'Two years ago, he was set up in a parking lot in Houston at 2 in the morning. He said he had a new record coming out on Tuesday. I said: 'Are you sure? That's the same day Snoop Doggy Dogg's record is coming out.' He didn't care, and the album sold gold' -- 500,000 copies -- 'and I was amazed. You're looking at a young successful black C.E.O. who has the intelligence to take the rap business to the next level.'

For all this Master P started small, very small. He went to Oakland, Calif., near where his mother lived, and opened a record store to gather the experience and confidence he needed to release his own music on CD. For a time he traveled around the country selling his music out of car trunks and hand delivering it to record stores until he sacrificed some profit for convenience and made his record-pressing and distribution deal with Priority, an independent record giant known for its rap.

Giving Customers What They Want

'Most people at music labels don't know the retail side of the business,' he said. 'They don't know how to serve a customer. A lot of people just make music for themselves. Me, I make it for the consumer.'

And what does the consumer want? 'They always want more for their money, and they want good quality stuff,' Master P said. 'And that's what I give them.'

Michael Martin, the director of 'I Got the Hook-Up' and 'Da Last Don,' remembers the first video he worked on for Master P in 1993. 'The budget was $4,500 and he actually paid us in folded $20's in the bathroom of a Denny's as one of his guys watched the door,' Mr. Martin said. 'Four years went by before he called and asked us to do another video. This time he wrote checks.'

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Some rappers like to use street gangs as an analogy for their business, others compare themselves to the Mafia, but Master P thinks of No Limit as an army. 'I'm a survivor, and that's what a soldier is,' he said. 'A soldier is also a peacemaker, and that's what I am. But, boy, if you do something to a soldier, they're going to turn and do it back to you. That's the way it is. And I'll fight. I would die for this: it's all I've got. If I don't have this, I'm going back to the ghetto. And I don't want to go back because I didn't want to be there in the first place.'

In an attempt to increase the morale and productivity of his troops, Master P is building a No Limit compound in Louisiana complete with a fleet of 15 Hummers, a $5 million recording studio, a gym, dormitories and a pool and sun deck.

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'I want to make this into the next Motown and hand it down to my children, and they can hand it down to their children,' he said. 'I'm building a legacy.'

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[Chorus x 4]Time To Check My Crackhouse, my crackhouse, my crackhouse

Master P Crack House

[Verse 1]The P rat a tatIt's time to start checkin' shitI'm the wrong nigga in the projects to be fuckin' withMan get that Mack-11It's time for some dramaAny nigga come up short with the cheese gonna see his mommaGone off that powda and slippin' that 4I'm bout ta lay it down with this muthafuckin' toyYou bitches better break me off my money cuz I'm crazyGirl you ain't got my cashYou won't see your babyPut my dope in the baggies I mean the bumble upDollar bills in my fuckin' pocket tightly crumbled up50's in my mouth got my goddamn tonguenum but when I walk on the setBitch I'm gonna leave you dumbBreak me off my cashI ain't takin' no shortsI'm aimin' that Tek-9 right at your heartAin't no fuckin' return from the deadI'm ready to kill bitchI'm the wrong nigga in the game to be fuckin' withI'm kickin' doors downTryna' get my moneyLeavin' fiends on the groundFace down like dummiesYou better have the cashor your ass in the body bagKilla murda muthafuckaI ain't runnin' from the tadsRat-a-tat-tat is the sound from my gatI told you muthafuckas that you won't be coming backYou came up short with the muthafuckin' gritsThat's why yo ass got caught up in some gangsta shitCall me the black ramboCuz I don't give a fuckAnd just like my boy saidYo ass got pluckedYou shoulda came right with my moneyYou started smokin'That's why I had to break you off some tokensSo jump on the bus ride to hell bitchI'm gonna let your know who the fuck you be fuckin' withTha M-A-STER to the muthafuckin' PAnd I ain't takin' no shorts with ya'll niggas with my D[Chorus x 4][Verse 2]Went Into the crackhouse and opened up the safeOne nigga at the door lookin' at me hellah fakeI played it off like it was fuckin good GThat's when I told my manHit 'em with the oozi!That's it1-2-times rat a tattaOne nigga on the ground lookin' like a eggo platerBut I ain't even trippin'Gotta show them I ain't fakin'Cuz if these other niggas get me for some baconI started counting my dopeEverything was cool blackHeaded to the frontGot them fiends walkin' in the backI ain't even trippin'Ain't no time to serve these fiendsI got 40 g's and two fuckin' keysheaded to the bienz to put the fuckin' cash upJumped on the freeway nigga fuckin' dashed broThink I see the rollers behind me through the rear-viewBut I ain't even trippin' cuz I ran through clear viewStopped at Egg-Zone tried to get some gasThat's when I see two robbers on my assPlayed it all coldTold B to get that pistolJumped back in the bienz shoulda seen they head whistleI wen't back to the house and my homie want some flourI ain't Scarface but got the money and the powerThey call me Nino BrownOr fuckin' Frank NittyBut if you come up shortThere's gonna be some shit up in my city[chorus x 4]Am I My Brothers Keep (x 6)