Walter "Tex" Warner (Wendell Corey), a seasoned country and western bandleader past his prime, and his manager and love interest, Glenda Markle (Lizabeth Scott), work for the campaign of Texas gubernatorial candidate Jim Tallman. During a campaign stop in the town of Delville, Deke Rivers (Elvis Presley) and a workmate deliver an order of beer. While they are unloading, the workmate talks to Glenda about Deke's singing ability, which Glenda jumps on to revive the sagging interest in the event by using local talent. She convinces Deke to sing a song with the backing of Tex's Rough Ridin' Ramblers.