As 4/20, the iconic cannabis holiday, edges closer, Weedmaps has announced Tumbleweeds, an original TV show, as well as their return to live cannabis-related events.
Founded in 2008, Weedmaps is a cannabis-focused tech business. They aim to help consumers gather information, find reliable distributors, and even aid in delivery depending on which state you live in. Additionally, they host and sponsor cannabis-related events, such as the San Francisco Hippie Hill event. After two years of COVID restrictions, these events are making a comeback.
Weedmaps and the Cannabis Stigma
For the past two years, Weedmaps has held virtual live-streaming events aimed at promoting cannabis-centric content. These live streams have included music performances from cannabis icons Snoop Dogg and Wiz Khalifa. Additionally, content regarding legalization and breaking the stigma of cannabis are common themes of Weedmaps events.
Weedmaps even created an anti-censorship Superbowl commercial regarding cannabis. This commercial focused on the character Brock Ollie and spoke about how companies have a hard time with simple things. Functions like banking, advertising, and marketing are challenging due to the stigmatization and censorship of cannabis-related themes. However, the stigma around cannabis is breaking more and more every day.
Weedmaps’ New Series Tumbleweeds & The Revival of Live Events
To aid in breaking the stigma, Weedmaps along with other companies have started releasing broader cannabis content. This content is aimed at drawing in the “canna-curious” demographic. Launching on the divine day of cannabis, 4/20, Tumbleweeds is another entry in broader cannabis content. All the while, long-time cannabis users will be glad to hear that Weedmaps events such as Hippie Hill are making a comeback.
Hosted by rapper and cannabis activist Killer Mike, Tumbleweeds is described as, “part travelogue, part stand-up comedy, and part cultural immersion.” This variety is intentional, aiming to cast a wider net among audiences.
In an Adweek interview, Weedmaps COO and CMO Juanjo Feijoo stated, “We’re purposely choosing not to pick a lane. We want to be true to the core community and let them see us at large-scale events as the world opens back up. At the same time, we’re targeting mainstream viewers and trying to demystify cannabis with Tumbleweeds.” Exposing mainstream viewers to the cannabis lifestyle is necessary for breaking down harmful stereotypes.
Many still believe in the ideas conveyed by anti-cannabis programs such as “Reefer Madness.” As a result, legislation continues to bar so many from the positive effects of cannabis. Therefore, one can hope that Tumbleweeds will positively affect mainstream viewers and assist in changing the narrative surrounding cannabis. Tumbleweeds will debut on Vice’s cable TV and streaming platforms.
Hippie Hill Festival 2022
Photo via IG @420hippiehill
Furthermore, events such as Hippie Hill aid in breaking the stigma. Hippie Hill started as a massive 4/20 smoke session in Golden Gate Park. Now, it has become a professionally organized, city-sanctioned event.
Hippie Hill 2022 will include performances from Cookies CEO Berner as well as Mike Tyson, Jeff Ross, and Hannibal Buress. Additionally, the park will be full of food trucks and vendors for legal cannabis sales. Previous events have included the likes of Snoop Dogg, and Wiz Khalifa. Furthermore, the event is free for all to attend and spread their appreciation for cannabis.
Check out Tumbleweeds here.
Check out Hippie Hill 2022 here.