An engrossing story chronicling the eccentric art and musical obsessions of John Edward Mermis (Long Gone John), self-proclaimed anti-mogul and inde-rock label founder, Sympathy for the Music Industry (White Stripes). The film broadens to expose the popularity of the Lowbrow Art movement and its bible Juxtapoz Magazine, and takes the viewer on an exciting trip through the fascinating world of art, collectibles, music and popular culture once revered as fringe and now embraced by the mainstream.