That sounds simplistic, but the folks that loved No Limit, really loved that label because they put out music they wanted to here. He didn't compromise the themes of their music by striving for more mainstream / crossover success.

Like a lot of folks around here, I wasn't a fan of a lot of No Limit's music.

But you can't front on his awareness of what his audience wanted and his ability to consistently meet that expectation.

One of the GOAT business people in hip-hop or modern music.