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Inside, the 6-foot-2-inch, 180-pound chief executive is simultaneously scheduling the next day's interviews with MTV and Vibe News, checking his beeper, having makeup applied and trying to fix the van's VCR so that he can review a new music video with its director.Īmid chaos, P appears to be at ease, his unflinching gaze and deep brown eyes evincing confidence and, perhaps, a practiced sincerity. Right now a Star Waggon executive-producer trailer is parked by today's set: a parking lot converted into a junkyard/marketplace. He's had a chart presence all along, but he's been just one lone voice." A lot of people are scrambling, saying, Hey, where'd this guy come from?' He's been there all along. Dennis, editor in chief of the New York-based hip-hop magazine XXL. "This is Master P's breakthrough year," says Reginald C. By year's end, the four-year-old label will have sold its 10 millionth record, according to projections. There are six No Limit albums in Billboard's Top 200. "I'm Bout It," the company's debut feature film, is No. How hot is No Limit, the company P founded and owns? On the streets Master P has come from, "ice cream man" can mean "drug pusher." And though P is coy about the term's meaning, saying that "ice cream is anything you can make a profit off of," it supports the image of the ghetto criminal that he has assumed while single-handedly building the hottest independent record label in the music industry. 2 behind country and western phenom LeAnn Rimes, is known to his fans as The Ice Cream Man. Master P, whose "Ghetto D" album debuted at the top of the Billboard chart and is now No. 1 recording artist, here today with a 50-member-plus crew to shoot a scene for his next film, is reminded where his nickname comes from. Napping dogs perk up from their rests on dilapidated porches. Kids in football jerseys and long shorts circle the truck on one-speed bicycles. His blaring song - "It's a Small World After All" - is like a siren call. In a run-down neighborhood of creaking Craftsman houses just south of downtown Los Angeles, where the midday heat and smog are almost unbearable, you can hear the ice cream man coming from blocks away.