No Limit Records is an American record label founded in 1990 by rapper Master P. The label became known for its distinctive sound and style, primarily in the genres of hip-hop and rap. It gained significant popularity in the 1990s, releasing numerous successful albums and singles that contributed to the rise of Southern rap. The label is recognized for its unique marketing strategies and its iconic album covers. No Limit Records launched the careers of several artists, including Silkk the Shocker, C-Murder, and Mystikal. Its influence on the music industry helped shape the landscape of hip-hop during that era.