Rudy Ray Moore (Eddie Murphy) is a struggling singer and comedian working in a record store in early-1970s Hollywood.

Every type of hustler populates the neighborhood, most with a wicked repertoire of obscene insults. Moore begins picking up their patter, drawn from the rich African-American tradition of "the dozens." Using their inspiration, he creates a stage character, Dolemite the pimp, and records some especially profane routines. He soon rockets from shop clerk to ghetto superstar and before long, he starts making movies.