As more states continue to legalize, the desire and need to create cannabis-centric content that destigmatizes the plant increases. Capitalizing on this momentum, Weedmaps, a leading online cannabis marketplace, is launching a four-part docuseries that celebrates the impact and evolution of cannabis culture in Las Vegas, San Francisco, New York, and Chicago. Hosted by famed rapper and activist Killer Mike and created and produced by digital media platform Wheelhouse, the program, entitled Tumbleweeds with Killer Mike, will premiere on April 20 on VICE TV.
In each episode, Killer Mike will tour each aforementioned city while visiting cannabis dispensaries and sitting down with a slew of illustrious guests that include comedians Jocelyn Chia and hip-hop pioneer Fab 5 Freddy. Throughout each episode, facts and statistics provided by Weedmaps’ insights team will “pop up” to provide further context on the history of cannabis, social justice and more.
Recently, Chris Beals, CEO of WM Technology, operator of Weedmaps, answered questions about the conception, evolution and mission of the docuseries via email.
This Q&A has been edited for conciseness and clarity.
Iris Dorbian: What made you launch this docuseries? How did this evolve?
Chris Beals: As a leader in the space for almost 14 years, it’s incumbent on us to help shift old and, in many ways, inaccurate perceptions of the plant. This is doubly critical when you consider that despite the fact you see growing legal cannabis markets, we still have thousands of people still in jail simply for possessing cannabis. We continue to seek opportunities to both educate and change attitudes through creative content, and Tumbleweeds with Killer Mike is no different. This docuseries is yet another way for consumers to learn about the impact of cannabis through the lens of comedy and community in different U.S. cities.
In terms of the idea’s conception to where we’re at now, we have a standing partnership with Wheelhouse Labs. Tumbleweeds originated from our collective desire to further conversations around cannabis in a way that felt approachable and engaging by a broader, more mainstream audience.
Dorbian: Why did you pick Killer Mike to host this docuseries?
Beals: Killer Mike has a strong stance on cannabis and has been vocal about his support for legalization, decriminalization and social equity for many years. With more than 1.7 million followers on social media, Killer Mike has leveraged his influence in entertainment to become a powerful advocate for the plant. He was an easy choice when we looked for someone who could really carry the show and guide viewers on his visit to each of the U.S. cities that we highlight.
Dorbian: What were the most challenging aspects of developing this docuseries? What about the most rewarding?
Beals: I don’t want to speak for the production team at Wheelhouse, but from my perspective, one of the ongoing challenges that everyone working in cannabis faces are the continual shifts in the legal, regulatory and business landscapes of the industry. Many of these shifts can be attributed to the rapid growth and expansion of the industry, which is exciting to see. However, as we developed the content for this series, it was important to ensure the information we’re sharing in each episode is accurate and up to date.
The most rewarding aspect of this series is actually now, seeing our vision for this series come to fruition.
Dorbian: What are the major takeaways you want the audience to come away with after watching this series?
Beals: It is important that this series showcases the culture of different cities, their interconnectedness to the history of cannabis, and ultimately, legalization. Tumbleweeds works to highlight the economic and societal impacts of cannabis, as well as the revenue and business opportunities in cities where both medicinal and recreational use are legal. Our hope is that viewers take what they learn and support a more equitable and open legal cannabis economy. This holds especially true as more states legalize cannabis.
In addition to airing on VICE TV, Tumbleweeds will be available on the VICE TV streaming app. There will also be a show page on VICETV.com where there is access to the show as well.
