Markus Wright is a talented emcee, making his name on the local battle scene. One night he's spotted by a slick A&R from a major who sees Markus's potential as a new addition to the label. He approaches Markus after the battle, bigs up his talent and promises that he can make Markus a major star, touring his music around the world and living the celebrity lifestyle with the cash to match. All Markus has to do is sign the contract.

Markus decides to go for the recording contract. He soon realises that he has to make huge sacrifices. He must rhyme with an American accent, he must have a (fabricated) gang-related history and he must mention the products of various sponsors. Markus takes it all in his stride and is happy enough to go along with the plan.

After a massive PR campaign, Markus The Sadist's album tops the charts in 30 different countries. He is now a household name. He returns to the hood after an exhausting world tour only to find his friends and family incensed at what he had become. Markus feels lost, embarrassed and exposed as a fraud in the eyes of his nearest and dearest.

The story takes an unexpected turn when at the height of his fame, Markus decides to completely switch his style...