Documentary telling the story of hip-hop's rise to become a highly lucrative global business with some of its stars making hundreds of millions of dollars. Famous artists including 50 Cent, Ice T, Chuck D, Young Thug, Grandmaster Caz, Melle Mel along with music industry moguls explain their recipe for success. The film tells the story of those names that have changed the rules of the game and have entered what has previously been a new frontier for black artists: Wall Street. Today's consumer culture has ensured that hip-hop stars are more than just artists - they are now brands.