Xzibit Talks Launching New Cannabis Company, Creating An 8G Pre-Roll And Launching The Just Mary Delivery Service In Exclusive Interview

Xzibit Talks Launching New Cannabis Company, Creating An 8G Pre-Roll And Launching The Just Mary Delivery Service In Exclusive Interview

Alvin Nathaniel Joiner aka Xzibit is synonymous with West Coast culture. Starting from his first album release in 1996, he’s become a prolific figure not only as an artist, but also as an actor, broadcaster, and entrepreneur. Even if you’re not familiar with his music, you’ve still seen him in movies, or famously as the host of Pimp My Ride. The guy is a literal pop-culture icon and master of marketing.

Within the last several years, he’s been finding his niche in California’s ever-expanding legal cannabis market. He’s recently been cultivating success with the launch of his Napalm Cannabis Co. and their first product, the Grenade 8g infused pre-roll.

As a true representative of the West Coast and its culture, Alvin knows just about everyone. From his decades in the music business, he’s been able to develop relationships with key players in any market he’s found interest in. Whether it’s cars to clothes, cannabis, or business itself, he’s got mad connections.

From this fact, he’s been creating strategic partnerships to diversify and flourish his empire. After first putting out edibles during California’s Prop 215 days, then working with partners on a joint venture he eventually left, X ultimately made the decision to found his own brand, Napalm Cannabis Co.

We had a chance to catch up with Xzibit. We talked about what he’s striving to achieve with Napalm Cannabis Co., as well as his newly founded delivery service, Just Mary. Whether it’s in his music, on camera, or in his real life, X is a man who lives loudly and proudly. With his cannabis brand and new delivery service, it’s apparent that he’s transferring that same energy into building something big.

Original Cannabis Ventures & Collabs

“I have to give credit to B-Real and the way he approached weed culture with his music and turned it into an empire,” X said. When he first got into the game he was making an infused taffy with a viral image as the logo. Then, he said, “I originally did a collab with Brass Knuckles, and that’s what really started it.”

Moving on from there, he said, “I created my own brand, which was Brass Knuckles.” “I had two other partners,” he said that once he split from the company, other iterations of the brand have continued to exist. “Napalm is my venture,” he said, “I had my own idea that I wanted to bring to the table.”

Developing Napalm Cannabis Co.

Xzibit said that “we’re bringing the best elements of the cannabis industry into one place and creatively distributing into the marketplace.” He went on to say that “I want to inject into the industry what I perceive as quality.”

Further elaborating, X said, “The focus should be making sure the consumers or patients are getting the medicine they need in the best way possible.” “What we create here at Napalm is a culmination of all these years of experience before this shit was even legal.”

Napalm is a cannabis company that’s embedded in the culture and seeks to speak authentically to that audience in their business practices. “We want [Napalm] to be a household name,” X said. He said they have the goal of having it up there with Coca-Cola. He then spoke of popularizing the hashtag #WhatsInYourGrenade.

Creating The Grenade 8g Infused Pre-Roll

As the premier product of Napalm Cannabis Co., they wanted to bring something disruptive to the market with their 8g Grenade pre-roll. By bringing such a luxurious product into the pre-roll category, they’re completely redefining it. “The Grenade is premium all the way across the board, everything is top-shelf,” X said. With the Grenade, they’re essentially giving the whole category a second look.

The monster pre-roll contains seven grams of premium indoor flower from Wonderbrett, 1 gram of live-resin, Lift Tickets infused rolling papers and a glass tip. What’s more, it comes housed in a striking grenade-shaped glass jar that is sure to catch your attention. It’s gotten an approving nod from the likes of PNB Rock and Snoop Dogg himself.

The beast of a pre-roll is going out the door for $150. It’s important to consider that you’d normally be paying almost half that amount for a gram of some quality live-resin in California. When you factor in the 7 whopping grams of indoor flower you get in this pre-roll, the numbers leave you getting quite the bang for your buck.

Wiz Khalifa’s #KushUpChallenge

When Wiz Khalifa began his viral #KushUpChallenge on his now daily Livestream smoke sesh, the Grenade made its debut. “I owe Wiz something really fucking special because he doesn’t even realize how much he’s helped this,” X said with a laugh. The challenge came out simultaneously as the product launched, “and it was completely organic with what we were doing and it just perfectly aligned,” X said. The video of X ripping ten consecutive hits off of his monster 7g Grenade pre-roll has since reached its own level of virality on the internet.

In regards to future marketing ventures and ploys, X said they plan to largely keep things hush. This way, they can potentially reach the same levels of organic and viral promotion as they did from the #KushUpChallenge. He spoke further about how important he views keeping people engaged through digital marketing, especially when it comes to the launch of his Grenade. 

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Just Mary And Partnering With Marlo Richardson

In order to further take his cannabis empire vertical, Xzibit has come together with a powerful partner to open a delivery service. Just Mary is now operating out of the San Fernando Valley and curating some of the highest quality and exclusive cannabis products, Grenades included.

When talking about his partner on the venture, Marlo, X said: “She brought me in as a partner; she’s a boss.” “We all have experience in the game and complement each other,” Xzibit said, “when one doesn’t have the answer the other one does.”

The current Napalm Cannabis Co. lineup is available through Just Mary. This includes all-in-one disposable vapes, full gram cartridges, the formidable Grenade pre-roll, and branded batteries. The Napalm is a sauce pen with live-resin terps mixed in, while the B-52 carts boast distillate with cannabis-derived terpenes on their site. X said, “if I can find a way to deliver people my favorite products in one place for a lower price—that’s the goal.”

They’re now offering free delivery to the following areas:

Burbank, Calabasas, Canoga Park, Chatsworth, Encino, Granada Hills, Lake Balboa, Mission Hills, North Hills, North Hollywood, Northridge, Porter Ranch, Reseda, Sherman Oaks, Studio City, Tarzana, Universal City, Valley Village, Van Nuys, Winnetka, and Woodland Hills.

4/20 Cookies Collaboration

The beauty of the Grenade is that it allows X to showcase his favorite California brands through his Napalm products. Currently, there’s a Cookies collab coming this April 20th to celebrate the stoner holiday. He said it’ll be “with three of their strains: Gary Payton, Cereal Milk, and London Pound Cake 75.” X went on to say that it’ll be “at all Cookies locations exclusively through Berner and Xzibit.”

You can’t deny Xzibit’s ability to create mass marketing opportunities at the flick of his wrist. It’s something that could only come from spending over 20 years in the music game, hustling and building connections. X made mention of Berner’s joint album with B-Real that’ll be dropping that same day with a song featuring X to the Z himself.

This 4/20 is sure to bring them palpable brand-recognition. Expect to see more collaborations like this down the line with Napalm Cannabis Co. and their explosive Grenade pre-roll.

New Products And Expanding Into Multiple States

To put it eloquently, Alvin said: “all the fucking industries are alike, doesn’t matter if it’s hip-hop, cannabis, film…it starts with the sharks and minnows and you better be ready for that.” Napalm Cannabis Co. is using their unique skill set to make their name known in the vast ocean of California cannabis. They plan to keep bringing disruptive cannabis products into the legal market. X laughed and said, “wait till you see our flower packaging, holy shit!”

When it comes to expanding into new territories, X said: “just maybe, we’re not there yet, but very soon.” X said, “we really want to be in Michigan, and we really want to be in Nevada.” At their current rate of growth, it wouldn’t be surprising if this expansion came sooner than later. Xzibit and his partners seek to make their brands household names. He said to the point where you recognize the brand more than who’s running it. In perfect summation, Xzibit said: “We come from the culture, we are the culture. We made the best records possible so why wouldn’t we do the same with our cannabis products?”

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