Despite jokes Drake doesn’t know how to smoke weed, the partnership positions Canopy Growth as the home for celebrity marijuana brands.
The stars keep coming for Canadian cannabis business Canopy Growth. The latest is none other than Drake, the Toronto-born rap superstar. Drake and Canopy Growth will collaborate on the More Life Growth Company, which will be a fully licensed joint venture that will produce and distribute marijuana in Toronto.
More Life is named after Drake’s More Life, a commercial mixtape featuring the rapper’s known associates like PartyNextDoor, Travis Scott, Jorja Smith, and Kanye West. The company plans on focusing “cannabis products and herbs, medicinal herb extracts, herbal tea, rolling papers, dried plants as well as other merch and apparel,” according to trademark applications filed in the United States and Canada last month.
Under the arrangement with the company, Drake will receive a 60% stake in a subsidiary of Canopy Growth, according to Reuters. This is another in a developing list of celebrity partnership for Canopy. Earlier this year, the company announced a similar partnership with lifestyle guru Martha Stewart to produce healthy CBD products for humans and animals alike. Seth Rogen and Evan Goldberg also teamed with Canopy to create Houseplant, a cannabis brand with a focus on education to “make it easier for people to learn to love cannabis.”
Drake, a master marketer and brander, has already started promoting his new cannabis venture in quiet. The rapper posted a teaser clip on his Instagram page to announce the company to his followers and his OVO team created a @morelife IG page as well, though it’s currently set to private. The company has also targeted influencers within Toronto, such as Canadian news anchor Dina Pugliese-Mirkovich, who received a care package from More Life to raise awareness for the brand.
If you're in the Downtown core…Be on the lookout for @Drake's #MoreLife team as they're giving out flowers!! The boy is tryna brighten up your day and spread love and good vibes in the city!! pic.twitter.com/L7te6uJCTj
— Mastermind (@Mastermind) November 5, 2019
Perhaps most ironic in the deal is the long-running joke that Drake doesn’t know how to smoke weed. The rapper canceled shows in Amsterdam after allegedly consuming too much marijuana backstage two years ago. Vice jokingly labeled Drake’s relationship with cannabis “the biggest conspiracy in the history of rap,” detailing all the times the rapper smoked marijuana in public. However, with his own brand underway, it appears Drake should have more practice to become a better marijuana consumer.