Wiz Khalifa is setting his sights high: The rapper is entering the big weed business.
The outspoken marijuana legalization advocate is partnering with the Colorado-based company RiverRock Cannabis to create and manufacture his own line of regulated marijuana strains, products and concentrates.
“These products have taken years to perfect,” said the rapper, 27, who will curate an array of products, including the “Khalifa Kush” flower and concentrates. “I’m really excited to finally share them with the public and to work with RiverRock to raise awareness and end cannabis prohibition nationwide.”
This move isn’t Khalifa’s first in the growing legal marijuana industry of course. He also has a partnership with RAW Rolling Papers, which sells smoking products.
And the RiverRock partnership is certainly on-brand for the rapper, who titled his 2011 album Rolling Papers. Rolling Papers 2 is expected later this year, after the Friday release of his latest album KHALIFA, which includes the highlight “Bake Sale.”
Khalifa isn’t the first celebrity to cash in on high culture: Willie Nelson, Melissa Etheridge and more have pursued marijuana entrepreneurially.