Marcelo de Sousa is a cowboy in the Brazilian pampa. He likes his job, the riding, the cattle, which he tenderly calls by their names, and the land that feeds him. After he’s unable to prevent a vicious raid on the ranch, which results in a hundred cattle in his charge being stolen, nothing is the same. He becomes depressed and gives up his job. Luckily, he has good friends and a big passion, blossoming in his role as the master of ceremonies at rodeo shows. His rousing rap-style announcements pay homage not only to the cowboy culture but also to the solidarity of the rural community, which has little trust in the country’s political leadership.