Once Colorado legalized recreational marijuana, observers knew it would be only a matter of time until celebrities famous for marijuana consumption would jump into the market. Celebrities like Melissa Etheridge have already launched their own branded products, while other celebrities have decided to play the long game.
Perhaps the savviest of these marijuana celebrities has been rapper and marijuana aficionado Snoop Dogg.
While most expected the legendary musician to simply launch his own marijuana brand, Snoop has been investing in other marijuana companies, like the marijuana delivery service Eaze, through his venture capital firm Casa Verde Capital.
Serving primarily as a lifestyle website, Merry Jane will aim to provide video and editorial content, serving as an information hub for a wide variety of users, from the seasoned veteran to the fresh-faced newbie.
In addition to providing valuable information to users, Merry Jane will also produce marijuana-related shows. Snoop stated that a marijuana cooking show is slated for production, as is a show called Deflowered, where people will be filmed trying things for the first time, including marijuana.
“There are so many people in the closet, and we are giving them an opportunity to come out of the closet and just admit they like to smoke,” Snoop told the audience at TechCrunch. “I’m a smoker, my name is Snoop Dogg, and I’m a stoner.”
According to a report by New Frontier Financials, the legal marijuana industry is expected to grow from $4.1 billion in 2015 to $15.2 billion in 2020. By diversifying his marijuana business ventures, Snoop stands to earn his share.
Merry Jane also plans on working with other famous stoner celebrities, like Seth Rogen and Miley Cyrus, to produced celebrity interviews and specialized content.
On the industry side of the equation, Merry Jane will provide a strain database and a list of local dispensaries where users can buy strains found on Merry Jane. Later down the road, dispensaries will eventually be able to upload their menus to Merry Jane, allowing a greater number of options for its users.
While advertising will be part of Merry Jane’s revenue stream, the wider goal of the platform is to become the destination for marijuana brands and dispensaries to create their online presence. Merry Jane co-founder Ted Chung told TechCrunch that they expect the brand to surpass its competitors in six months.