Hip-hop mogul Damon Dash directs this semi-autobiographical film based on his life as the proprietor of Roc-a-Fella Records. The story centres around Dave Katz, a journalist at a famous hip-hop magazine who is sent on assignment to uncover the often comedic underworld of Roc-A-Fella Records run by Damon Dash and Jay-Z. He is granted free reign to the Roc-a-Fella posse and immediately immerses himself in the heart of the flashy hip-hop world. Katz soon believes that he has become a full fledged member of the elite Rock-a-Fella team and is privy to the daily goings-on at one of the world's hottest record companies. He soon finds himself drawn deeper and deeper into the high class world of Roc-a-Fella and all of its trappins. Through it all, Katz is two-timing the magazine and betraying Roc-a-Fella, by feeding sordid gossip items about the feuding partners (Jay-Z & Damon Dash) to rival gossip columns. Katz thinks he is a real 'playa' only to later find out that he is the one being played. Before he knows it, Katz ignites a war within the label that could bring down the operation for good.