"Pull It Up" traces more than twenty years of the reggae sound system music business in Italy and features its main protagonists. The documentary chronicles an exciting and vibrant period of musical history and is full of facts and anecdotes which can be enjoyed by all. Detailing the evolution of the movement from squat parties, to business clashes, to exploring the sound system's buildings and the modern record market, this documentary shows how reggae-dancehall music and culture spread throughout Italy, as it did in Jamaica.