Upon leaving Death Row Records Snoop was approached by a number of record labels. He eventually signed a contract with Master P's No Limit Records. No Limit was quite popular at the time, as Southern Hip Hop was going through a revival and beginning to dominate the charts in a way which had not been seen since Florida rap dominated the charts in the early 1990s, thanks to 2 Live Crew and Luke. Snoop shortened his name from Snoop Doggy Dogg to Snoop Dogg, and received a great deal of criticism for signing to the label.

Da Game Is to Be Sold, Not to Be Told was the first album Snoop released at No Limit released in 1998. It received negative reviews, yet still sold well. Snoop put his stamp of the now ubiquitous "Dirty South" sound on this album. Similar to the group focus of Death Row Records, many other No Limit Records artists appeared on the album, and it was produced mostly in-house by Beats By The Pound. Snoop's next effort, No Limit Top Dogg, released in 1999, would re-un