Celebrity brands are an interesting thing. It’s assumed that, in the case of a well-known celebrity, their brand will sell no matter what – that is usually not the case.
I personally am not a fan of most celebrity brands. It’s probably safe to assume that, many of the celebrity products are not even used by said celebrities, and they might have very little knowledge of cannabis at all. I think many will agree with me, that they’re mostly just hyped up products that celebs slap their name on, in a weak attempt to cash in on the trending cannabis industry.
Certain celebrity cannabis brand do well though, like anything from the Marley family, Snoop Dogg, Willie Nelson, or Tommy Chong. The reason for that is simple: credibility. All of the aforementioned names belong to individuals who have aligned themselves with the cannabis industry for years. All are long time, authentic advocates who have arguably helped shape the industry into what it is today.
On the opposite end of the spectrum we have Gene Simmons, who attempted to launch a product line with Invictus. This was a complete and utter failure because Gene Simmons has no prior connection to the cannabis industry. He has no credibility here.
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However, legendary guitarist Carlos Santana is taking that credibility to a whole new level, discussing his both his personal and cultural history with cannabis. Santana will be partnering with Left Coast Ventures to develop new strains, product packaging, pre-rolls and topicals with traditional formulations.
“Cannabis is a frequency that’s been around since before the white people came from Europe,” he explained during an exclusive interview conducted in Spanglish. “All the shamans, the curanderos, knew how to use this medicine to heal and correct molecular structure and consciousness. So, basically, it’s been around since they brought Jesus to America.”
Even Santana’s mother used the plant to medicate: she’d make her own ointments to relieve physical pains and stiffness. From her, Santana adopted a very spiritual perspective on cannabis use.
“Jesus is not the only one who has a light. You do too. When we were born, we were given, imbued, celestial, heavenly powers. This means you can make miracles and blessings, but in order to do that you have to expand your mind to accept the spirit. And it’s not what religious, corrupt institutions feed you.”
“It’s all about consciousness, man. I’m just talking about consciousness. I’m not talking about communist or liberal, Democrat or Republican, I don’t care about any of that. All I care is: con ganas, se puede hacer todo si lo haces del corazón [with willpower, you can do anything, if you do it from the heart].”
“This particular family [Left Coast Ventures] came to me and offered to join Bob Marley and Mickey Hart. I’m grateful to be able to add my name to a place where we can utilize this financial energy, currency, to help American Indians, Navajos, Apaches, bring fresh pure water, education… So I don’t mind pledging all of it to help my brothers and sisters. Everyone knows that Santana is not just about playing the guitar. I have the Milagro Foundation that helps children in Africa, India, South America…
“It’s a blessing to be a blessing, una bendición ser una bendición,” he added.
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