MJBiz - August 2023 - 42

Party on, Weed
Snoop's " Doggystyle " -two of the most
successful records in history-were
released in the early 1990s.
" It's been really cool to see that
expanded scope but in a more genuine,
authentic way of capturing that audience, "
Death Row Cannabis' Chin said.
Heavy Metal Entertainment, which
is also under new ownership, plans
an omnichannel blitz resurrecting the
brand in print publishing, online content
and new animated and live-action
TV and fi lm.
As part of the rollout strategy,
Massachusetts-based, vertically
integrated operator Berkshire Roots
launched Heavy Metal Cannabis, a
brand melding products with stories
and characters from the Heavy Metal
universe.
" This is the fi rst step in the resurgence
of the Heavy Metal brand, " Berkshire
Roots CEO James Winokur said.
ON A MISSION FROM GOD
The 1980 cult-classic movie " The Blues
Brothers " and ensuing spinoff traveling
42 August 2023 | MJBizMagazine
tours have been entertaining audiences
for 40-plus years.
Jake Blues was originally played by
John Belushi, who electrifi ed the stage
on " Saturday Night Live " before the big
screen.
Dan Aykroyd, who has played Elwood
Blues since the start, ultimately pulled
Belushi's sibling Jim into The Blues
Brothers world after John's death in
1982 from an overdose of cocaine and
heroin.
In 2020, The Blues Brothers brand
launched its fi rst line of pre-rolls
grown by Jim Belushi's Oregon-based
cannabis company, Belushi's Farm.
The farm also serves as the primary
location for the Discovery reality
TV show, " Growing Belushi, " which
launched its third season this spring.
" The Blues Brothers is about legacy. It
is about nostalgia. It is about people of
passion and joy with spiritual purpose, "
Belushi told MJBizMagazine.
The brand refl ects that and Belushi's
self-diagnosed role as a performer:
simply, to help people feel better.
It refl ects his deeper beliefs in marijuana
as well.
" Cannabis, there's so much joy in
it. There's mischievousness, fun and a
sweetness to it. And cannabis is loaded
with medicine, which is a mission from
God, to me, to healing, " said Belushi,
who believes his brother would be alive
today if he had been a pothead.
" So I thought it was a perfect brand
for cannabis. "
Blues Brothers music, which revitalized
the songs of 1950s and 1960s
Black rhythm and blues artists such
as Muddy Waters, Isaac Hayes and Taj
Mahal, is the connective thread that
links generations, according to Belushi.
" It's the music, man. Music just lives
on and on and past us, " he said with a
bit more mysticism. " And cannabis is a
sister to music. "
Chris Casacchia covers
retail for MJBizDaily. Reach
him at chris.casacchia@
mjbizdaily.com.

MJBiz - August 2023

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