"I’m looking for the best talent and the talent could be raw, but they gotta be hard workers."
Master P, the iconic founder of No Limit Records in the 1990s, has been named president of urban music in the United States at technology-first record label, distributor and rights management company Cinq Music. The MC and entrepreneur born Percy Miller will be leading the brand-new division for Cinq, which has seen much of its success of late coming through its Latin music operations, which recently received a $20 million infusion of cash from parent company GoDigital Media Group.
"Master P is an iconic artist/entrepreneur that will help Cinq and all its artists maximize the value of their intellectual property," said Cinq Music co-founder/president Barry Daffurn in a statement. "Many artists only concentrate on their creativity, but Master P saw his work through the eyes of an entrepreneur."
In his new role, P says he'll be focusing on "untapped talent" that the company can identify and cultivate early in their careers and provide a platform for them to kickstart their music independently. "I’m looking for the best talent and the talent could be raw, but they gotta be hard workers," he tells Billboard about what his approach in identifying talent will be. "They gotta believe in their product and they gotta invest their time just like we’re gonna invest and money. They gotta really want it. We’re looking for those diamonds in the rough."