Goodbye counterculture: what will happen when weed goes corporate?

Big corporations will reap the benefits of cannabis legalization in Canada but what will that mean for musicians and artists?

On a cool evening this past winter, Markham cannabis producer MedReleaf unveiled the first official branding for a legal recreational weed company at Torontos Opera House.


Inside, a white Bob Marley cover band called Mob Barley & the Railers played an enthusiastic but seemingly endless rendition of every greatest hits track, from No Woman No Cry to Get Up, Stand Up. The audience was made up of mostly white men, many of whom were wearing golf hats without even the tiniest wink of irony. There was a hot box photo booth in one corner and cardboard cut-outs of bongs on each table. Dundas Wests Dead Dog Records hosted a pop-up with crates of vinyl on offer on the other side.

Recommended For You

EZ Spokesperson Creator - Pro Creations

Your own digital agency complete with dozens of easy to edit animated videos.

LiteApp Studio - Charter

NEW AI Software AUTOMATICALLY Creates Amazing Mobile Apps from ANY Website URL in Minutes, Works on All Browsers AND Can Be Instantly Downloaded and Shared Through Social Media, Text, Email and Q Code, Without Need for Any Android or IOS App Stores!

To skirt legalities (after all, recreational pot isnt legal yet), San Rafael 71 launched with a beer: 4:20 Pale Ale with 4.20% alcohol was made by Amsterdam Brewing, and its available in stores. You may have seen their posters around the city. An enormous version hung on one side of the venue at the launch, reading, in enormous letters: Beer Today. Bong Tomorrow.

This is uh, kinda weird, eh? I said, searching for someone even slightly self-aware, to the woman behind the records. But she just laughed, like a true professional, and politely smiled.

Cannabis is not a counter-culture movement anymore, declares the artist and musician Kristian North on the phone from Montreal.

After playing in the noisy Victoria, British Columbia, band Babysitter, North released his first solo album, The Last Rock N Roll Record, in March, a Lou Reed-style singer/songwriter reinvention.

In December, he and fellow artist Richard Lawson launched High Art, a new one-of-a-kind, thrown ceramic bong brand, and for 4/20, theyre hosting a vernissage for some of their bongs, which have been hand-painted by local artists.

The British Columbia native is a longtime weed consumer, and hes been watching the legal weed industry emerge with interest.

Recommended For You

Trending Traffic - Yearly

Harness the power of trending viral content and skyrocket your visitors and social engagement. This system scans the most popular sites to constantly find the best content to share to SUCK in that traffic on autopilot.

Mobiflux Elite Monthly

Mobiflux is the first ever Wordpress plugin that lets you capture and multiply your mobile traffic. It’s twin action system gives you the ultimate in traffic and lead generation no matter what you are marketing online.It not only capture and harness your

The word that everyone uses and we use, too, actually is normalization, he says. Theres this normalization movement going on.

And so the part of me that, you know, smoked cannabis most of my life … I can relate to people who are saying: These corporate entities are coming in and taking this thing thats important to me. But at the same time, from the perspective of the good things I think cannabis could do for society, Im sort of okay with normalization, too.

Marley Naturals, funded by a Seattle private equity firm, faced criticism for appropriating Rastafarian culture saying its a brand based on the life and legacy of Bob Marley. Photograph: Owen Kolasinski/BFA/REX/Shutterstock

So what does normalization mean, and will it divorce musics sometimes intimate relationship from weed? According to stoner lore, the term 4/20 the sort-of official time of day to smoke pot and the High Holiday date for stoners was popularized by a dude following the Grateful Dead on tour. When we think of pot, many of us think of psychedelia, hip-hop and shoegaze. Is there anything on this planet more enjoyable than smoking some quality grass and zoning out to great music?

As weed goes mainstream, Californias Kandypens (which won best vape pen in High Times this year) are already appearing in Migos and Fetty Wap music videos. Snoop Doggs venture capital company is a major investor in both US and Canadian cannabis-adjacent brands. The rapper Wiz Khalifa and the whole Marley family have their own weed brands. As cannabis goes corporate, so does its relationship to music.

That may be true on YouTube, but Canadian cannabis companies will be heavily restricted by the government, with marketing regulations similar to those for tobacco. Celebrity endorsements will not be legal, according to the MP Bill Blair, which adds yet another challenge for marketers already feeling limited by Health Canada.

So companies are finding creative ways around it: the Tragically Hip invested in Newstrike, a fact thats frequently mentioned in news coverage about the company, which is otherwise not involved in music (and the companys stock symbol, TSX:V-HIP, also serves as a reminder). The west-coast cannabis company Invictus hired the Kiss co-founder and reality TV giant Gene Simmons as its chief evangelist officer rather than signing an official and illegal endorsement deal. But no one seems to really know how Leafs By Snoop, a brand partnership with Canopy Growth, ended up available to Canadas medical cannabis market (but the reviews are positive).

Recommended For You

ShopMozo - Premium Membership

DEAD SIMPLE 1-click cloud based Affiliate Store builder that uses the Power of Videos, SEO and Social Media to Automatically Add Affiliate Products from top E-Commerce giants

Lingo Blaster Agency

30 Day Money Back Guarantee

Commission Gorilla V2 Sales Page Bypass (Add On)

A 'Power-Up' For Commission Gorilla - Early Adopter Access + Black Dragon Protocol Video Bonus.

Conservative senators in Ottawa, who are definitely not eager to normalize cannabis usage, have picked apart seemingly every detail of bill C-45, the Cannabis Act still under deliberation in the senate, circling but not yet comprehending the one glaring detail that should be worrying parents far more than legalization.

Ian Campeau, formerly of A Tribe Called Red: Its not legalization, its monopolization. Photograph: Caterina Clerici for the Guardian

Under the federal governments new legal regime, for the first time in Canadian history, minors in possession of more than five grams of dried cannabis can catch criminal charges. Add that, according to the Toronto Star, people of colour are already three times as likely to be booked for cannabis crimes than white people, (despite not using it any more frequently) and, strangely, legalization could have even worse consequences for young black people.

Its evident that the stigma attached to cannabis use, which marketers are so eager to reduce and normalize, is not the same for white people as it is for black communities.

More than an innocent and simple social annoyance, after the decades-long war on drugs, all African Canadians are now scarred by the perpetually haunting prospect of being perceived as a drug dealer, addict or courier, simply because we are black, writes the Toronto lawyer Anthony Morgan in Policy Options.

In Canada, it could take longer people of colour, and musicians of colour, to feel safe and included in the so-called normalization movement.

Ian Campeau, who left A Tribe Called Red to pursue full-time advocacy, is a Leafly ambassador and an outspoken cannabis activist. Under his stage name Deejay NDN, he frequently plays black- and grey-market cannabis events like Fridays 4/20 Hot Box Block Party in Kensington Market. But when it comes to Justin Trudeaus cannabis legalization plan, he doesnt mince words.

Its not legalization, its monopolization if theyre just making it legal for them to sell it and making it extra illegal for everyone else to sell it, he tells Vice. Its policies being made by people who havent smoked weed.

It will be interesting to see how the culture changes when they start.

Looking for more great work from alt-weekly NOW Toronto? Try these links:

Original Article : HERE ; This post was curated & posted using : RealSpecific

Thank you for taking the time to read our article.

If you enjoyed our content, we'd really appreciate some "love" with a share or two.

And ... Don't forget to have fun!

Recommended Products

Video Ads 2.0 Success Kit PLR

Get this Up-to-date "Video Ads 2.0 Success Kit" with PLR Rights and start cashing in huge by selling it as your own.

Store Buildr - The Play Station

The Ultimate ‘Done For You’ Niche Website Store!

Leave a Reply