A Southern rap tale.

James Prince, founder and CEO of the Houston-based Rap-A-Lot Records label, and Bun B, one half of Southern rap duo UGK, sat down at this year’s SXSW festival to talk about the history of the influential label.

The hour-long conversation, a SXSW Keynote conversation, covers the evolution of Rap-A-Lot over the past thirty years, from its birth in Prince’s commitment to support his brother, Sir Rap-A-Lot, to how the Geto Boyz got their name and the label becoming an early home for rap acts from the south in the face of east coast dominance. There are gems in there too, including how the label passed on Vanilla Ice and Too Short.

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