Cannabis culture hits a high note using music as a marketing tool

From jazz clubs of the Roaring Twenties to the vibrant festivals of today, cannabis and music have an intertwined history.

For generations, artists and listeners have explored how cannabis can influence creativity, deepen sensory perception and enhance a communal experience.

As cannabis transitions from a counterculture symbol to a mainstream industry, its dance with music continues to evolve, and marijuana companies are creating ways to incorporate song into their ethos.

West Hartford, Connecticut-based Budr Cannabis recently launched a new service at the Hartford HealthCare Amphitheater, making it one of the first concert venues in the United States to offer virtual marijuana ordering on-site.

Concertgoers can order Budr products from their phones and receive a text message when their order is ready to be picked up at a kiosk.

Budr’s strategy for selecting shows is driven by demographics, exclusively targeting 21-and-older events.

“If it’s Disney on Ice, we won’t be there,” Budr founder Carl Tirella Jr. said.

This isn’t Budr’s first foray into the music scene.

Last year, the company partnered with the Hartford Symphony Orchestra for its summer music festival.

Future plans include expanding to venues such as the Ridgefield Playhouse and Playhouse on Park in Connecticut and the Capital Theatre in New York.

Budr also wants to host bands and one-off events at its own facilities.

Using music to launch marijuana outlets

One brand that’s intrinsically tied to music is Cookies, the cannabis company co-founded by rapper and entrepreneur Berner.

Cookies recently opened a medical marijuana dispensary on Washington, D.C.’s historic U Street, the birthplace of celebrated jazz musician Duke Ellington.

“Music helped destigmatize cannabis long before legalization efforts,” said James Kahn, the owner and CEO of Cookies DC.

“Hip-hop gave the plant visibility and voice even as policy has lagged painfully far behind.”

To mark the Cookies DC opening, Kahn partnered with local hip-hop phenomenon Noochie, making him a cultural ambassador who hosted the “Live from Cookies DC on U Street” talent contest and performed at the dispensary’s July 11 opening.

“Cookies is not just about the flower, it’s about the vibe,” Kahn said.

“My favorite Cookies stores have a vibe that’s contagious,” he added.

“We want to create a space – whether through music, great products or great staff – where people can feel safe and bring their self.”