A variety of artists, promoters and producers were interviewed about their experiences with creating and marketing hip hop and rap music.

He asks questions such as: "what is the Canadian identity" and "what is hip-hop", which he receives a variety of different responses from those he interviews.

[4] People who were interviewed for the film include Shad, Cadence Weapon, Classified, Buck 65, Maestro (rapper), Kardinal Offishall, Rascalz, mcenroe,[5] Z-Trip, Michie Mee, Swollen Members, Grand Analog and Tom Green.

[7] The Globe and Mail review praised the film, but noted that some sections of the industry were not represented.

[5] The Director admitted some key players were missing from the final product, but he still feels like it properly painted a picture of the Canadian hip-hop scene.