A carnival con artist tries to ride his girlfriend's singing talents to the big time.

Nicky Nelson, a fast-talking barker in a "wax and buried alive" concession on the Atlantic City boardwalk, has Gene Krupa and his band front the concession to bring in the customers. Nothing helps however, and the landlord closes them down for non-payment of rent. Nicky, the ultimate promoter, then approaches Stephen Hanratty, the owner of a dance pier, and tries to sell him the idea of Krupa performing in his Paradise Dance Pavilion, with Nicky as emcee. Nicky auditions with one of his tunes for which he still needs lyrics, but Hanratty is unimpressed and suggests he pay Larry Mince to write him an act. While in Hanratty's office, Nicky meets aspiring singer Lily Racquel and tries to hand her a spiel about being a "star molder." Although she sees right through Nicky, Lily falls for him anyway and, after overhearing his audition, asks to be his partner and gives him a ring to pawn to pay Mince. Nicky loses the ring to Hanratty in a crap game and improvises an act for Lily that supposedly came from Mince. They kiss and she inspires him to write lyrics to his tune, which becomes "The Lady's in Love." Nicky performs the song for Hanratty, but he wants only the song, not Nicky. Nicky, forever believing his luck is about to change, gambles with Hanratty to recover the ring and ends up losing both the ring and the song. By now his concession is completely washed up, and while Nicky sulks on the beach, Krupa's band accompanies Lily and draws a crowd on the boardwalk. Hanratty overhears the music and is impressed with Lily and Krupa and gives them a job at the Paradise for $1,000 per week. Lily insists Nicky be included, but Hanratty shows her both the song and the ring forcing her to realize that Nicky gambled away their act. Nicky insults Lily and leaves. Lily and Krupa become a huge success and "The Lady's in Love" is a hit. Nicky gets a job as an early morning radio announcer, then becomes a barker at a construction site in order to save enough money to buy back Lily's ring from Hanratty. The night he goes to the Paradise to present the ring to Lily, Krupa announces Hanratty's engagement to her. Nicky then gives the ring to Lily and Hanratty, realizing Lily still loves Nicky, finally offers him a job as emcee.