With help from his friends, a Memphis pimp in a mid-life crisis attempts to become a successful hip-hop emcee.

DJay is a Memphis hustler who spends most days in a parked Chevy philosophizing about life while Nola (Taryn Manning), turn tricks in the backseat. He's not very good at pimping, but he can hustle almost anything or anyone and makes enough to keep himself and three girls satisfied and housed in his shotgun home. DJay however is in the midst of a midlife crisis; he quietly harbors dreams of becoming a respected rapper.

When he learns from a local club owner, Arnel (Isaac Hayes), that rap mogul Skinny Black (Ludacris), is rolling through town, DJay decides to record his flow with the hopes of slipping his demo to Skinny. With little help from his friends and "family" DJay sets in motion the hustle of his life, and galvanizes the lives of those around him as they learn that "Everybody's gotta have a dream."