The Evolution and Legacy of No Limit East

In or around 1995, Percy Miller Sr., famously known as Master P, revolutionized the music industry with his groundbreaking "80-20" deal with Priority Records. This historic agreement paved the way for No Limit Records, a label that became synonymous with success, independence, and wealth. Under Master P’s visionary leadership, No Limit Records sold over 75 million records and helped Percy Miller amass a fortune exceeding $300 million. The label’s success attracted countless independent artists, eager to collaborate with or learn from Master P’s hit-making prowess.

This influx of talent and opportunity gave rise to No Limit East, a division created to provide a haven for East Coast and New York-based rap artists. While there remains debate among former affiliates like Fiend and current collaborators like Court Dogg about the authenticity of No Limit East, its influence cannot be denied. Despite lacking official infrastructure, such as offices or a dedicated staff, No Limit East became a creative hub for independent artists.

Early Beginnings and Challenges

Silk Da Shocker played a significant role in laying the groundwork for No Limit East, working closely with the division’s founding artists, including Afficial, Short Circuit, and Slay Sean. Despite the promise of releases like Beware of Da Doggs, Gone Awol by Short Circuit, Let’s Ride by A-Lexxus, Porsha by Porsha, Ghetto Angel by Ms. Peaches, and Let’s Go to War by Two For One, internal issues and setbacks left many of these projects unreleased.

By 2015, Emmett Lee Dove of Virginia took steps to resurrect No Limit East. Drawing from conversations with Silk Da Shocker and fueled by his passion for music, Dove reimagined the movement. Around the same time, he launched Dove Family Entertainment (DFE) as a platform to transition from his roots in heavy metal to hip-hop. Collaborating with Tyrike Coleman, Emmett Dove began building a network of artists and industry contacts, recording with talents such as Chukk Beezy, SilenQuay, Big Fell, and Shellz 360.

The Turning Point: Enter La’Nardo Myrick Sr.

In 2015, La’Nardo Myrick Sr., also known as Producer 9-0, joined the No Limit East movement, bringing a structured approach to the division. He introduced French DJ Kenni Starr as the official DJ, alongside Tyrike Coleman (later known as 316). Together, they formed a solid foundation for the label. Through creative partnerships, including distribution deals with Symphonic Distribution and promotional support from platforms like 9.0 Magazine and 9.0 The Underground Radio, No Limit East began making waves in the music industry.

By July 2016, No Limit East had distributed and promoted four records, bolstered by contributions from DJ Kenni Starr, Producer 9-0, and 316’s extensive street promotion network. Tragically, on September 8, 2016, Emmett Dove passed away. Despite this loss, La’Nardo Myrick Sr. stepped up to solidify No Limit East as a legitimate business brand.

Legacy and Growth

Under Myrick’s leadership, No Limit East has flourished. With distribution, promotion, and merchandising deals in place, the division has achieved significant milestones. Artists like Tyrike Coleman (316/Shellz 360), John Immell (John Vuitton), and La’Nardo Myrick Sr. (Producer 9-0) have collectively amassed over 3.5 million digital streams, radio plays, and sales. Notably, 316 became the first MRAA-certified Gold artist for No Limit East, DFE, and GBE.

In 2024, No Limit East celebrated a new wave of success with certifications for Producer 9-0, DJ Spin$, John Vuitton, 316, and LBO South, marking their continued relevance and impact in the music industry.

Honoring the Past, Building the Future

While many former affiliates, such as Afficial, Short Circuit, and Slay Sean, have used the No Limit East name, none have contributed to its development as effectively as La’Nardo Myrick Sr. and Emmett Dove. Together, they transformed the division into the established business brand it is today.

Master P’s enduring commitment to empowering others has inspired Producer 9-0 to continue the legacy with No Limit East. The division’s journey reflects resilience, innovation, and the power of independent artistry.

Thank you for exploring the story of No Limit East—where history meets the future, and the best is yet to come.