Dig! is a documentary about success, friendships, and artistry. The film focuses on two bands - firstly, The Dandy Warhols, from Portland, Oregon, who we see following the traditional route to success: major label, David LaChapelle videos, Top 10 UK hits, adoring crowds. The other band, The Brian Jonestown Massacre, from San Francisco, get bogged down in drug addiction, low finances, and disastrous tours. At the core of the film is the obsessive relationship and destructive rivalry between the two bands' frontmen, corporate handshaker Courtney Taylor-Taylor of the Warhols, and the doped-up, prodigious, and violently unhinged Anton Newcombe of BJM.