In 1970, three folk music fans decided to start a record company to document the old-time and bluegrass music that they loved so much. More than 30 years later, Rounder Records has become America's biggest and most respected roots music label, releasing stand-out recordings of exceptional artists in many different genres: bluegrass, traditional and contemporary folk, blues, Cajun and zydeco, reggae, classic R&B, ethnic, and international music from around the world, and even a handful of rock artists. Rounder even managed to turn a profit doing all this, and even struck gold and platinum with a few of their artists (most notably George Thorogood and Alison Krauss). True Believers: The Musical Family of Rounder Records is a documentary that looks at the inside story behind one of the most surprising success stories in the music business, and also offers performance footage of several of Rounder's artists. Performers include Alison Krauss, Marcia Ball, Bill Morrissey, Beau Jocque and the Zydeco Hi-Rollers, Irma Thomas, and Tish Hinojosa.