New Jersey-based rapper Russell James Vitale, who performs under the name Russ, has joined the flourishing cannabis industry in a collaboration with the leading West Coast brand Wonderbrett.
On Monday, the singer took to Instagram to unveil his premiere cannabis line called “CHOMP”, which he described as a premium smoking experience designed specifically for music creators.
The new cannabis line will begin with eighths and pre-rolls, and a “special capsule of branded merchandise” to honour the partnership, according to the High Times.
“I’ve been interested in getting into the cannabis industry for a while and Wonderbrett was the perfect partner to enter that space with,” said Russ.
“Their taste level is super high and Brett [Feldman. founder of Wonderbrett] is a genius. As far as the product itself I just wanted to create something organic that was true to me. I’m not a heavy smoker who’s just gonna sit around and smoke all day but often times in the studio I enjoy experiencing an alternative yet still tuned in perspective, so keeping a joint of something productive nearby comes in handy…I might as well control what’s in the joint so that’s what I’ve done here with Wonderbrett.”
Russ joins a rich heritage of associations between the music industry and the business of making and selling weed.
In 2015, American rapper and TV personality Snoop Dogg legitimised his status as the “Dogg Father of weed” by creating Merry Jane, a cannabis culture media platform, followed by the flower brand Leafs by Snoop out of Denver, Colorado.
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Three years after him, American rapper and basketball player 2 Chainz brought out a line of pre-rolls and flower eighths called Gas Cannabis Co.
Jay-Z, Beyonce’s beau and one of the most influential hip-hop artists in history, was welcomed on board as chief strategist of the cannabis brand Caliva in 2019. Around the same time, rapper Lil Wayne launched GKUA Ultra Premium, an all-in-one resource for everyone’s Tunechi-related smoking products.
Canadian rapper Drake also partnered with Canadian cannabis goliath Canopy Growth to launch the More Life Growth Company in his hometown of Toronto in 2019.
