Master P's hustle turned him into one of the richest men in hip-hop. After founding No Limit Records in 1990, he brought the New Orleans scene to the attention of the world with a roster of artists that included his brothers C-Murder and Silkk the Shocker. Embracing a down south take on gangsta rap, Percy Miller and his label pumped out street certified anthems throughout the decade, with his own Ice Cream Man hitting a platinum milestone in '96. Adding on to his prolific nature, P kept it in the family by also recording with his brothers as the group TRU.