Ask yourself this—have you ever even seen Drake smoke weed? Do you associate him with the herb the way you do countless other hip-hop artists like Snoop Dogg, Berner, and Wiz Khalifa? No, not really. Either way, Champagne Papi has officially partnered up with a Canadian cannabis brand to bring us “More Life Growth Co.” With the name obviously coming from his 2017 album, Drizzy has taken a 60% stake in the company alongside Canopy Growth.

Canopy Growth will be handling all the growing and distributing of the product. This leads me to believe that he won’t be having much of a hands-on approach to the company. It seems more like he’s just funding the venture. Earlier this week he was going on around Toronto giving his friends bouquets of flowers to hint at the revealing of this news, via Billboard. This came after he made an Instagram post featuring the companies name, teasing at its unveiling. Canopy Growth has been in the cannabis industry since 2014. They’re still the only cannabis brand that is part of a  major global stock market index.

Overall, this seems like a power move for Drake to add to his OVO empire more than it seems like a passion project. Drake and Canopy claim the More Life Growth Co. brand will be “centered around wellness, discovery and overall personal growth,” according to reuters. Does this mean he’s putting out infused-cannabis products or smokeable flower? Here are three reasons Drake’s joint cannabis venture probably won’t be too fruitful.

Three Reasons Drake’s Cannabis Brand “More Life Growth Co.” Is Going To Be Mids

  1. We have never seen Drake smoke weed. Not at shows, in public, or on social media. And I’ve been following the guy religiously since So Far Gone came out in 2009.
  2. He isn’t teasing heady genetics like Berner, he’s talking about essentially creating a cannabis wellness brand. Isn’t Martha Stewart already doing this with Canopy Growth?
  3. No exotic strains have come out of Canada’s recently federally legal cannabis market. Canadians are still largely getting the fire from the black market.