Rap Legends Uncut: Juvenile & B.G. Spill Cash Money Tour Secrets and New Orleans Hip-Hop Legacy

The highly anticipated Cash Money & No Limit Tour is set to kick off, bringing together two legendary New Orleans rap entities. Ahead of the tour, Juvenile and B.G. sat down with Billboard to discuss the origins of this dream collaboration, their intertwined histories, and their plans for the future. The interview highlights their enduring friendship and professional chemistry, cultivated over nearly three decades.

Juvenile's iconic song and music video for “Ha,” released around 1998, significantly propelled Cash Money Records into the national spotlight, especially on the East Coast where many were first introduced to the label. This era saw Cash Money, alongside No Limit and Rap-A-Lot, gaining immense popularity in regions like North Jersey, dispelling notions of bias against Southern rap. The raw cinematography of the “Ha” video, combined with Juvie’s unique delivery, captivated audiences and influenced fashion with crisp white tees and Girbaud jeans becoming staples.

B.G., an early member of Cash Money, had already established his sophomore album "Chopper City" as a New Orleans classic by the time “Ha” dropped. His journey includes a challenging period of incarceration for 12 and a half years. Reflecting on his return, B.G. expressed immense gratitude for remaining relevant and having a second chance in the music industry. His first performance after his release was at the Essence Festival, an emotional and triumphant return in his hometown, to a sold-out crowd of over 40,000.

The idea for the Cash Money & No Limit tour was a direct result of the overwhelming positive response to their Verzuz battle. Juvenile noted that they always believed the Verzuz could evolve into something more, and the tour is a testament to that vision. Both artists are actively working on new music, with talks of a collaborative album. Juvenile revealed a previously planned project, "Magnolia Landlords," with himself, B.G., and Boosie that was put on hold due to personal issues. B.G. confirmed they have a substantial amount of "crack rock" records in the vault, now that his legal issues are behind him and he's a free man.

The interview also delved into the historical dynamics between Cash Money and No Limit. While acknowledging a competitive spirit focused on outdoing everyone, not just each other, both Juvenile and B.G. clarified that the rivalry was more about street politics and ego-tripping between their respective entourages and CEOs rather than personal beef among the artists. Many within both camps were friends, and the competition often manifested in friendly challenges, such as comparing first-week album sales. B.G. recounted how they watched No Limit's success, which fueled Cash Money's drive to put on for their city once they secured their own deal.

Before their major deals, both Cash Money and No Limit artists were already prominent in New Orleans and the Southern region. Juvenile described how Cash Money strategically sold full albums through a distributor named Southwest, covering a larger range than average labels. He also recalled his early days selling his own "bounce music" tapes, including the lengthy track “Bounce (For the Juvenile),” from the trunk of his car before joining Cash Money. B.G. shared his early connection to Cash Money through his mother's long-standing relationship with Bryan "Baby" Williams and Ronald "Slim" Williams, knowing them since childhood. He was initially known as Lil Doogie before forming the B.G.'z with Lil Wayne, eventually becoming B.G.

The impact of “Ha” was undeniable, especially in introducing Cash Money to the national stage. Juvenile, however, pointed out that the label was already "popping so hard" in the South with projects like "Solja Rags" and "Chopper City." The "Ha" video's raw portrayal of Magnolia life, with its unique flow and style, challenged traditional hip-hop perceptions, particularly on the East Coast. Its success was further amplified when Jay-Z spontaneously remixed the track and sent it to Cash Money, a gesture Juvenile and Mannie Fresh recognized as a major boost. Juvenile revealed that "Ha" was a conscious effort to remake "Solja Rag" for Universal, not knowing it would become a massive hit, which he initially disliked doing. The album "400 Degreez" truly exploded with the release of "Back That Azz Up," a single Juvenile initially resisted due to his desire to avoid being defined by "booty shaking music."

Cash Money's influence extended beyond music to fashion. The "Ha" video popularized fresh white tees and the "solja rag" tied around the neck. Juvenile credited Magnolia Slim with pioneering the trend of wearing white T-shirts, Reeboks, and fresh haircuts in New Orleans, making it an accessible and widespread "G-code thing." B.G. humorously recalled concerts where Slim would encourage the crowd to raise one Reebok in the air. Both artists also reminisced about their aspirations for a Reebok deal, predating other major hip-hop endorsements.

The conversation concluded with reflections on their 1999 film "Baller Blockin'." Both Juvenile and B.G. recalled the raw, unscripted, and fun experience of filming in the projects, often improvising dialogue. The movie even featured real-life criminals, highlighting the authenticity of their portrayal of street life. Looking ahead to the tour, Juvenile and B.G. emphasized that it will be an "event," a "celebration" designed to give attendees a memorable experience filled with fun, devoid of past beefs or negativity. They invite fans to come and enjoy the celebration of their legacy.