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

30:36That's our guy. Man, Oasis. Listen, 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 a map because in Tulsa in 1920, people don't realize what happened to our people. Black Wall Street. 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. No, 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.

31:14And 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? 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. Make something like that go viral because we're celebrating a brother that's making a difference for the culture.

31:57Yeah. We were down there for the 100th anniversary of the Tulsa massacre. We met AJ. We sat down with him, interviewed him. He got a lot of energy, huh? He's one of a kind. But he knows his business, and he broke down the business to inspire other people. 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.

32:48And it's needed. It's needed. We need grocery stores. 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 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. You brought up the word virality, right? Did I say it right? Viral? Viral. Yeah. So I'm thinking in terms of music, like you said, because you said you came from the CD era. Yeah. Streaming became a thing. And now TikTok can dissolve.

33:28I wonder from your CEO lens in the world of music, how you feel about it, man? Like, could a no limit exist in today's environment with social media? I think we'll sell billions. Because, you know, everything we done was raw and real. And so you imagine if you could just capture that the way I think we'll sell 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.

34:14It's not going nowhere. Like they are linking up. Like how come we're not doing that as business people? They're grouping up together. they buying each other companies they coming together they going public selling companies why we not doing that one thing i 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 of the designs man yeah it was like me x one week kane and abel one yeah soak to shocker one week yeah it's been one week it was just like what was your thought process in that like 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 their artists's rollouts what was your thought process and just like flooding it as much as possible man let me tell you something right so i had a distribution deal with priority and they told me i only could put out one record a year i said no i I put up$200 ,000 for marketing.

35:18So 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. And I only could do that because I controlled the project. 23 were on gold and platinum yeah in one year 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 it's gonna be big so i want to put these other 22 records inside that project and i think a lot of people want to be they want to they want to be stars and it's all about them 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 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, whoever got to go, I've never worried about being pampered.

36:41I get minds in the end. 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 to do 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. I ain't got to do nothing of that. If you're the boss, that's what's going to be in the process. Trust the process. Because think about it, I'm putting the money up. Like Bob said, 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 gonna sell a million dollars i'm gonna make this 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 that i love building stuff so i've never done stuff for the money so a lot of artists tell I mean, hey, man, I'm going to sell a million copies.

37:34I'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 lot of records. But I took the risk. So it's come with being a boss. I paid a lot of people that that worked for me I went home some days.

38:07I 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 gonna get alone if i'm gonna be the boss And i'm gonna do this this way. So if somebody pop then everybody gonna pop So everybody gonna get a chance to be successful if I promote everybody because think about I looked at it back in the days Right if you look at a lot of the artists, it was all 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 it never was about me that same mentality goes into the products yeah right it's because it's not like hey i got one product it's like i got i got a bunch of products here they are products look man i'm proud of god ways down i still have those doodles at the crib come on man talk about rap snacks rap snacks man come on about it man because this this is a new flavor i've never seen this flavor yeah talk about this but let me tell y 'all something right when you talk about rap 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 in these places, man, to what nobody believed and to be able to turn this into one of the biggest chips and noodle companies.

39:32And 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 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. Have you been approached about acquisition? Like has, you know, there's, there's competitors in that space, right?

40:12You've got the ladies, PepsiCo, have they because i've seen this has been moving for years now it doesn't seem like it's slowing down new artists new flavors have they approached you about acquisition well you know what shelf space 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$100,$200,$1 ,000, and then we could all make money together. Because it's not just about us.

40:48You know, we're talking about building generational wealth. We're talking about bridging the wealth gap. 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 and letting the community and the culture be able to invest into this. Is this still the most popular? Last time we spoke, I think Lil Baby had the most popular favor. I think the Masterpiece Labors.

41:25Everybody want that honey barbecue. I would not expect you to say anything less. No, I'm saying. Like, because think about it. This is how it started. it's so uh we still here man and and and to have a partner like james man is incredible because this a guy that come from the inner city in philadelphia and just believed and 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 gonna be big let's get out here and guess what we we got on these little small planes and went to these factories, and the rest is history. And we still got chips.

42:04Still chips. We still got chips. I ain't made a record in 20 years, but we still got chips. Collecting the chips. Still got the chips. And we're doing it the right way. Yeah. 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 noodles, I was like, James, man, I've been eating noodles all my life. We got to do some noodles. And we did the noodles. And so we working on all kinds of stuff now.

42:40Is it a plan to expand even to other type of food products? Yeah, yeah. We, right now, we working on a lot of healthy food products now. We want healthy charges. 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 charts, healthy cereals, healthy snacks and think about it though, to be honest with you, everybody say they want healthy charts, but they don't. Let's be honest, they still, everybody say, oh I want healthy charges Pete they go online and get at me Pete we need healthy foods I'm like oh okay but then you don't go buy it you go buy oh I 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 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 that it tastes trash, nobody's gonna buy it.

43:52They're gonna talk about it, say, oh, it's healthy, but it don't taste good. So that's why we still eat the other stuff. But nah, we got some healthy food that tastes just as good as the other stuff out there. Talk about distribution when it comes to that, because that's a process as well. Yeah. Shelf life is a process. Where you're on shelves, 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? 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.

44:34But all our people eat in there and they're getting them to understand, like, you know what? We about to, I got Rizzo, we about to get on the road and say we 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. 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.

45:10What 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're like, well, they're coming to 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 thinking that we don't need the African-American dollar. And then they found out that, wow, these guys really spin.

45:49And 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 work all the time. Quick one before you jump back in. You're listening for ways to help teams move faster, make sharper decisions, and turn scattered context into work they can use. ChatGPT for Business can help. Chat GPT for Business gives teams a shared workspace with admin controls, permissions, and access to work and codecs in Chat GPT. This means your business can move from question to answer and code to rollout quicker.

46:25Join over 10 million business and enterprise users worldwide already using Chat GPT for Work. Download the Chat GPT desktop app or contact sales to learn more. Ernest, what's up? Look, if you're building a business today, your website matters. It's one of the first things people see, and you want it to look professional without spending weeks going back and forth between designers and developers. That's where Framer comes in. Framer is a professional website platform that gives creators, teams, and businesses everything they need to build, manage, and publish a high-quality website all in one place.

46:58And now, Framer agents can work alongside your team to help you move even faster. The AI can help draft pages, build custom components, manage content, and optimize your site. while you still have control over the details and what actually gets published. So instead of AI just giving you a rough first draft, Framer helps you take that idea all the way to a production-ready website. And this isn't just for small businesses. Leading companies like Perplexity and Miro are building with Framer with premium hosting, enterprise security, and a 99.99 % uptime. Learn how to get more out of your site from a Framer specialist or get started building for free today at framer.com slash earn for 30 % off a Framer Pro annual plan.

47:40That's Framer.com slash earn for 30 % off. Framer.com slash earn. Rules and restrictions may apply. They don't realize smart people use smartphones, huh? Seeing through BS they thought was gonna slide. Download TextNow cause it cuts out clownery. You can literally activate it from your couch. Nationwide 5G with the same towers the other companies use. Pay what you want or not at all. You're in control. Show these ridiculous carriers we ain't paying for stupid because we're way too smart to pay dumb. Free app-based talk and text via the TextNow app requires Wi-Fi or data connection. Data plans sold separately.

48:175G where available. Earners, what's up? Look, on Earn Your Leisure, we're all about smart money moves. And here's one that most people skip. Car insurance renews on autopilot. The rates creep up and nobody tells you. That's what Insurify fixes. In about two minutes, completely free, you can see rates for more than 120 top insurance companies. And if there's nothing better today, they keep watching and notify you when there's a better rate. So go to Insurify.com. That's I-N-S-U-R-I-F-Y dot com. Insurify.com. Being a receptionist is one of the hardest jobs out there. You have to be an expert for hundreds of people every day.

48:56And you have to do a million things at once. No wonder more small businesses are saving costs by outsourcing their front desk. but replacing them with an AI answering service? That's one giant step in the wrong direction. We're Ruby, and we believe in the lost art of the overachieving receptionist. We answer every call live. We schedule, take messages, call to confirm details, and so much more. Because only a human can connect with another human. And instead of turning our back on AI, we customized our own. automating tasks pulling up relevant information instantly and so much more so we can spend all of our time making connections experience ruby for yourself right now call 866 get ruby or visit ruby.com you already know how ai is changing how everyday work gets done how much ground you can cover and how fast a team can scale to stay ahead you need the tools that give you a competitive of advantage built for this new era.

50:00Welcome to agentic revenue. Adio is the CRM for this world. It meets you where you work, compounds every customer signal into context, then acts on it across your pipeline to let you move it on match speed and scale. With agents and automations for every job in revenue, Adio orchestrates your work around the clock. Built to handle the scale of your workloads, extensible with API and MCP, and with the infrastructure to keep up with your most ambitious agents. Loved by high-growth startups like Granola, Modal, and Etched, Adio runs the work behind every win. That's Adio, the agentic CRM, the intelligent system that never sleeps.

50:35Picks up leads at 2 a.m., catches renewals before they slip, hands you the answer before you ask. Try Adio free at adio.com slash iHeart. That's adio.com slash iHeart.

50:50This holiday, the difference between buyers just checking things out and checking out comes down to the last few clicks. PayPal Checkout is a trusted conversion engine fueled by 400 million active PayPal and Venmo accounts. Add Pay Later and turn holiday shoppers into regulars. 96 % of Pay Later shoppers are repeat users. PayPal Open. Built for all business. Get started at paypalopen.com. PayPal Pay Later data, eight markets, March 2025 to February 2026. Repeat users defined as more than one Pay Later purchase in the past year. So, you know, and it's okay to do business, you know, with these people.

51:25But at the same time, you got to know that at least PAC fell with us. What do you, you know, basketball has always been a part of your life, right? You played basketball, but now you're on a different side of it, right? Yeah. You know, watching your son play, I see you involved in, Is it the University of New Orleans? No, you said so. I was coaching at the University of New Orleans, but my son played for the University of Houston. I know, but you did the floor. Yeah. That was New Orleans. Yes. Yeah. So what's your plans for basketball? Like, are you going to—I know you had the agency before, the sports agency, Ricky Williams.

52:02Yeah. Is it a relaunch of that? Are you in NIL deals? No, I'm in the coaching. Coaching. 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 its own identity for its college basketball. I mean, we beat TCU this year. These are all guys that I brought and we competed with some of the biggest teams in the country. and 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.

52:49And that's when I kind of like backed away because now I think we're going to go Division II. I don't think that it's going to be a Division I. I don't think LSU, with all the money they're spending, they will want to compete with LSU-New Orleans because that's what the team is called now. LSU-New Orleans. I mean, how that sound to you? Okay. Don't sound great. it's like cause it's like so think about I put that I put University of New Orleans on the map nobody ever heard of it I talked to all these NBA players they were like I never heard 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 so now it's like LSU have two teams and they both purple and gold So you stepped away from the situation?

53:42Yeah. No, I stepped away because, you know, now it's under that umbrella. I know that it's going to go division two. 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. You know, maybe I might go to another college. But I think I could be good for a program like the Spurs. so what exactly would you like to do in the NBA I would like to do the marketing but I also like to do the advisory to the young players and preparing them knowing that in some of the recruiting knowing that you got good people around the players and I think that's the thing somebody that really love and passionate and has the 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.

54:38I'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. DeRozan is one of my kids. Brandon Jennings, Lance Stevenson from out here. I could go on Ryan Boatwright. At UConn? Yes. Yeah. 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 sons, 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 Jalen and all those guys and won the high school state championship in the eighth grade.

55:34So he been playing up all those years. And so 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. So I think that's what I can bring to college and I can bring it to the NBA because it's that non-traditional and you need to have the business now. because college is now. I mean, I think LSU spend$20 million on a marketing team. That's their marketing people,$20 million. Yeah. I'll compete with that. Because as you're saying, I'm thinking Shaq became the general manager of the school.

56:18Steph became the general manager. And then 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. Once I got there, like, we took this to a whole other level. And, yeah. So if LSU comes and says, because it's still in New Orleans, the state of Louisiana, hey, P, we got this general mayor position. Are you interested? Is that something, obviously, with your marketing background, the level of budget that they have and your obviously eye for talent and recruiting.

57:06So I think this year I wouldn't do it because they got so many players and so many coaches. They got a pro team. And they got an older team. That's what I'm saying. Yeah. They got dudes like 25, 26. I think they got the oldest team. So my thing is this year I want to wait. Maybe I might go to HBCU this year. Okay. So, I haven't decided, but... John Wall just did that. 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. Maybe back in Toronto. Maybe. Maybe. Where did the... So, oh, think about it, right?

57:58So, I played against Bronson 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 days. 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 Bronson did.

58:44Like, 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. You got to go find another job quick. So you just brought up Rick Brunson. You're a great father as well. 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?

59:29Yes, 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. And then, you know, we got to work. We got to put our body through. Quick one before you jump back in. You're listening for ways to help teams move faster, make sharper decisions, and turn scattered context into work they can use. ChatGPT for Business can help. ChatGPT for Business gives teams a shared workspace with admin controls, permissions, and access to work and codecs in ChatGPT.

1:00:11This means your business can move from question to answer and code to rollout quicker. Join over 10 million business and enterprise users worldwide already using ChatGPT for Work. Download the ChatGPT desktop app or contact sales to learn more.

1:00:52to help you move even faster. The AI can help draft pages, build custom components, manage content, and optimize your site while you still have control over the details and what actually gets published. So instead of AI just giving you a rough first draft, Framer helps you take that idea all the way to a production-ready website. And this isn't just for small businesses. Leading companies like Perplexity and Miro are building with Framer. With premium hosting, enterprise security, and a 99.99 % uptime. Learn how to get more out of your site from a Framer specialist or get started building for free today at framer.com slash earn for 30 % off a Framer Pro annual plan.

1:01:31That's framer.com slash earn for 30 % off. Framer.com slash earn. Rules and restrictions may apply. They don't realize smart people use smartphones, huh? Seeing through BS they thought was gonna slide. Download TextNow cause it cuts out clownery. You can literally activate it from your couch. Nationwide 5G with the same towers the other companies use. Pay what you want or not at all. You're in control. Show these ridiculous carriers we ain't paying for stupid. Because we're way too smart to pay dumb. Free app-based talk and text via the TextNow app requires Wi-Fi or data connection. Data plans sold separately.

1:02:085G where available. Earners, what's up? Look, on Earn Your Leisure, we're all about smart money moves. And here's one that most people skip. Car insurance renews on autopilot, the rates creep up, and nobody tells you. That's what Insurify fixes. In about two minutes, completely free, you can see rates from more than 120 top insurance companies. And if there's nothing better today, they keep watching and notify you when there's a better rate. So go to Insurify.com. That's I-N-S-U-R-I-F-Y dot com. Insurify.com. Picture this. You're the owner of a plumbing company descending into an 18-inch crawlspace to hydrojet a sewer line.

1:02:47Don't ask. Boy, this is tight. I knew I shouldn't have had that extra helping of mashed potatoes last night. Now let's say your phone rings. Uh-oh. It could be a lead on a very big job. I better get that. Or it could just be a spam call. Oh. But thanks to Ruby's call screening and seamless integration with the CRM system you already use, by the time you come up for air, your next job will already be waiting. Oh! This is Ruby, the team of remote receptionists who answer all your calls live. We do everything a great receptionist does, only better. Experience the new Ruby for yourself. Visit ruby.com.

1:03:34Or better yet, call us. 866-GETRUBY You already know how AI is changing how everyday work gets done, how much ground you can cover, and how fast a team can scale. To stay ahead, you need the tools that give you a competitive advantage, built for this new era. Welcome to Agentic Revenue. Adio is the CRM for this world. It meets you where you work, compounds every customer signal into context, then axon it across your pipeline to let you move it on match speed and scale. With agents and automations for every job and revenue, Adio orchestrates your work around the clock. Built to handle the scale of your workloads, extensible with API and MCP, and with the infrastructure to keep up with your most ambitious agents.

1:04:16Loved by high-growth startups like Granola, Modal, and Etched, Adio runs the work behind every win. That's Adio, the agentic CRM, the intelligent system that never sleeps. Picks up leads at 2 a.m., catches renewals before they slip, hands you the answer before you ask. Try Adio free at adio.com slash iHeart. That's adio.com slash iHeart.

1:05:01PayPal Open, built for all business. Get started at PayPalOpen.com. PayPal Pay Later date of eight markets, March 2025 to February 2026. Repeat users defined as more than one Pay Later purchase in the past year.

1:05:15Conditions 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 1 ,000 kids the other day. So he's making sure his Lord have mercy foundation.

1:05:52He's making a difference. And so I 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. When you look at the landscape, obviously music has done it for you. Yeah. In terms of the next opportunity of wealth, where do you see it? Is it in sports? Is it entertainment? Is it in tech? How are you looking at the landscape of business right now? 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 ecosystem. And I think a lot of people not looking at that, they still caught up in the past, brick and borders.

1:06:37But no, man, you have to be able to have a consumer online and be able to sell them something. And I think that that's where the world is going at because people don't even want to go to stores no more. They just want the stuff to pop up at their house. So being able to establish great customer service, reliable product that that you could send out in the mail and people know they're going to get their stuff on time. That's the way. What you had so many legendary moments in your career from music to movies to the sports and you've had conversations with high level executives. what did you learn in meetings with people like as far as negotiation and business like throughout your 30 years of business like what's some of the lessons that you learned well for me the first lesson is never do a deal when you're desperate and I think a lot of us run in 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 like yeah oh that's what you're gonna get you're gonna get rent money and bill money and that's it and so and also knowing your your work I mean when I turned that deal line with Jimmy Alvin you know I taught him one thing that everybody just cause you got oh I'm gonna 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 but you was able to do that because independent though you had you had some way to make money though that's important for people to understand too 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 this i what i looked at i said wow this guy don't know me offered me a million dollars he's gonna sign me the check right now how much I'm worth.

1:08:37Not 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, if you just walked up to somebody and said, hey, man, I'm going to give you a million dollars too. Like, for what? I'm like, then I'm like, well, how much you gave Suge Knight? Oh, we gave him 10. So I'm like, oh, okay. But you're only going to give me one? I'm about to go get some lunch you know it's crazy as you're telling the story the Seat at the Table album just came to my head because you tell the story on that album and I'm like he's telling it now that's so surreal obviously that deal worked out for you 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 at was like, oh, man, you should have took the money.

1:09:36No, but I never had a million dollars. So what's the difference? Closer to zero. 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 and go. 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? Just building stuff. I always find a problem, man. Like, success has never changed. I can just find something else. Like, let me show you how something I'm into the confidence. Look at this.

1:10:15Confidence and energy. That's for men. I want you to look at that. That's no limit, 6-9. This for the women. All right, so this is a male enhancement. Man, this is gummies. I was about to say, I'll eat this, but I'm like, hold on. I don't want you to eat that right now. I said, let me read the instructions first. Hold up, right? Hold up. I got to say this for later. Say this for later. All right. Keep out of children. You got to be 18 or older to eat these gummies. Yes, okay. But I'm just telling you. Look, you saying where the world is going now. Yeah. You know, as you get older, you're going to need this.

1:10:51Erectile dysfunction is a real thing. Let me see the woman's one. That's the woman right there. All right, honey, I'll be home later. No, no. Let's see. Okay. Got you. Got you. 18. I see 18 plus. Yeah. See what I'm saying? But guess what? When I do stuff, it's like, okay, as we grow, and you're thinking like, man, think about it. 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? You're watching ESPN, man. ESPN. So that's what I'm saying. And this company here, No Limit 6-9, it's not a sex company.

1:11:31This is a sexual wellness, health wellness. Think about it. Like, that's what this is. And we sell vitamins. So go to nolimit69.com. We got some of the best vitamins in the game. Do you just love to sell? Some people love the process. It's like, because I come from a sales background. 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, like, is it just the rush that you get when you're selling something? I got to keep selling. You know what I'm saying? Like, I'm telling you, like, and I'm doing something legit and I'm also, I told you, I found a problem.

1:12:07It's so many men and women that need this. That's a fact. And they're going to buy it from them. Why not buy it from us? They're going to buy it from the gas station. That's what I'm saying. And guess what? I got the honey too. The honey. I got the honey patch too. And guess what? Look for the honey patch. I know it's in his book bag. Yeah. Look, it is Look for the camouflage The camouflage Honey we had? Yeah, I got the Camouflage honey we had For soldier love That's the stamp That's what it is Soldier love Because soldiers need love too That's Yo, that's it That's the company line That's the company line Give ready for the time back Give ready for the time back Put your helmet Put your helmet on Put your helmet on Don't go to war Without your helmet Don't go to war Without your helmet You know what I'm saying?

1:12:47You're on the battlefield That's what I'm saying Don't shot the commercial you gotta get ready so you know six shot shooter that's what i'm talking about yeah that just happened to be in his pocket by the way yeah this happened to be a hustler has always gone hustle man 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 it and We're the most people that's buying this.

1:13:21This is a$24 billion industry. In five years, it's going to be a$48 billion. And there's no people look like us. And you're spot on when you think about the people who have high blood pressure. Yes. Right? Blood flow is a real thing. Yes. We lead America in that. And so this is a real issue that you're solving the problem for. Yes. And it's all natural. There you go. Doing the Lord's work. Come on, man. I got a pocket full of cases needed. I gotta fuck your phone. Hand in hand. It ain't no limit. No limit 6-9. We got you. Come on, man. Always need love. Always need love, dog. For real. Always a pleasure, man.

1:14:00Always a pleasure. Tell the people where they can get tickets to the tour and all the other information. Man, look. Right now, y 'all got, see if they got the website on here.

1:14:15BMNshows.com. There you have it. Y 'all see. First show, 9-11. and then New Orleans is the second show so Houston y 'all I want to let y 'all know Houston is probably one of the biggest shows I ever did Soul Outta 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 camouflaged because it's going to be a no-limit party. New Orleans. What day is New Orleans? That might be. I might have to go to that. That might be.

1:14:54Come on, man. Y 'all come to New Orleans. Come to New Orleans. We're going to get riding, riding, riding. We're going to hit Larry Morrow. Give it the gumbo. Larry, we on the way. Seafood gumbo. The food, man. Oh, you know that. We down there. September 12th, New Orleans. All right, New Orleans, September 12th. Man, we about to, I'm just saying, Baza already told me. He's like, man, I'm already got the Indians. I'm stitching up all kind of stuff. We got a body, bro. I want you to experience. That's going to be a movie. Well, always a pleasure, my brother. Thank you for the inspiration, motivation.

1:15:22Brother. Keep going. Yes, sir. All right, guys. See you next week. Peace. Peace. Ernest, what's up? Look, on Ernie Leisure, we're all about smart money moves. And here's one that most people skip. Car insurance renews on autopilot. The rates creep up and nobody tells you. That's what Insurify fixes. In about two minutes, completely free, you can see rates from more than 120 top insurance companies. And if there's nothing better today, they keep watching and notify you when there's a better rate. So go to Insurify.com. That's I-N-S-U-R-I-F-Y.com. Insurify.com. Before you sign off, you tuned in for ways to help teams move faster, make sharper decisions, and turn scattered context into work they can use.

1:16:05ChatGPT for Business can help. Chat GPT for Business gives teams a shared workspace with admin controls, permissions, and access to work and codecs in Chat GPT. This means your business can move from question to answer and code to rollout quicker. Join over 10 million business and enterprise users worldwide already using Chat GPT for Work. Download the Chat GPT desktop app or contact sales to learn more. You already know how AI is changing how everyday work gets done. how much ground you can cover, and how fast a team can scale. To stay ahead, you need the tools that give you a competitive advantage, built for this new era.

1:16:43Welcome to Agentic Revenue. Adio is the CRM for this world. It meets you where you work, compounds every customer signal into context, then acts on it across your pipeline to let you move at unmatched speed and scale. With agents and automations for every job in revenue, Adio orchestrates your work around the clock. built to handle the scale of your workloads, extensible with API and MCP, and with the infrastructure to keep up with your most ambitious agents. Loved by high-growth startups like Granola, Modal, and Etched, Adio runs the work behind every win. That's Adio, the agentic CRM, the intelligent system that never sleeps.

1:17:18Picks up leads at 2 a.m., catches renewals before they slip, hands you the answer before you ask. Try Adio free at adio.com slash iHeart. That's adio.com slash iHeart.

1:17:33With the American Express Platinum card, I can unlock experiences like no other. Since I'm always booking my next trip, I love that I can earn points on travel. Plus, I get a resi benefit, so you know I'm hitting the restaurants everyone's talking about. And you can find out your welcome offer after you apply, which could be as high as 175 ,000 points. For experiences like no other, there's nothing like platinum. Learn more at AmericanExpress.com slash Explore-Platinum. Terms apply.

1:18:26is my business. Listen on the iHeartRadio app, Apple Podcasts, or wherever you get your podcasts. Hi, this is Kylie Brakeman, Angela Geritana, Jeremy Culhane, Patrick McDonald, and we're the hosts of the Artists on Artists on Artists on Artists podcast. The Improvised Character Comedy podcast where each week a new panel of artists discuss their craft. Join us for a panel of Eurovision participants. And we do a little Halloween sometimes. Does the Pope dress up? He winks on Halloween. He gets right up next to the microphone. I hear you can almost hear the eyelashes hit each other. You've never seen Italy so quiet as when the Pope gets up to wink on Halloween.

1:19:07Listen to Artists on Artists on Artists on Artists every Thursday on the iHeartRadio app, Apple Podcasts, or wherever you get your podcasts. I'm Lacey Mosley, author, actor, stand-up comedian, creator, and host of Scam Goddess Podcast. The true crime comedy podcast, all about robbery, fraud, and those who practices. Each week I bring on an amazing guest. Ooh, I scammed them. What? I could talk to you for an hour. You're a generational yapper, like me. That's why I had to make yapping a job. And now you can catch full episodes of my show on YouTube. Start listening to Scam Goddess on the iHeartRadio app, Apple Podcasts, or wherever you get your podcasts.

1:19:44Scam Goddess! This is an iHeart Podcast. Guaranteed human.