Plugg didn't come from a label. It came from Atlanta, and it came up on SoundCloud.

Built on airy synths, addictive melodies, and trap production with a video game undertow, the subgenre carved out its own lane in mid-2010. The producers behind it have been pushing it forward ever since. Mexikodro, the BeatPluggz collective, and the wave they helped ignite represent something that started underground and refused to stay there.

This film gets behind the boards. A look at the innovators who pioneered the sound, where it came from, how it evolved, and what it means to be the architects of something that's still expanding.

SoundCloud wasn't just where plugg was shared. It was where it was built.