Rapper OMB Peezy recently announced a new collaboration with Oakland-based cannabis company The Higher Collection (THC).
The brand, dubbed Overkill Purple, launched on 4/20 (the international day of weed) this year with the release of Overkill Purplato, an indoor-grown Indica-dominant hybrid cannabis strain crafted to match the signature laid back vibe of the Alabama native. In addition to the strain launch, THC will be partnering with OMB Peezy on an expanded cannabis line, paraphernalia, community education, and cooking demonstrations.
Interested in learning more about this budding partnership, I caught up with the musician and asked about his relationship with cannabis, the collaboration, and entrepreneurship.
Growing up in Mobile, Alabama, LeParis Dade – now OMB Peezy, was not exposed to the same kind of cannabis culture California or New York rappers had access to.
Despite the difficult access and stigma around cannabis, Peezy has been smoking weed for years, even before he should have.
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“Weed has been a big part of my life, and it’s also a big part of the hip hop culture. You feel me? So I really wanted to get into the business before it hit a level where it’s on shelves on every store,” he said, comparing the current state of the cannabis industry to the early years of alcohol’s post-prohibition in America.
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“When alcohol was made legal again, they pushed the urban community out of the business. We gotta make sure we get ours this time around. I don’t want to sound like I’m complaining but weed… it’s our (black and people of color) culture. So I really want us to be a part of this, especially as it reaches that commercial level,” he continued.
“There are people who still frown upon weed, like it’s a gateway drug. So before cannabis reaches that really mainstream level, I already want to be established.”
Spread The Love
From humble origins, OMB Peezy’s mission is to inspire others stemming from similar backgrounds.
“I come from project housing… I just want to show everybody that comes from my way that we can be moguls, we can be real businessmen, we can own anything we want. You feel me? Anything you see or you hear, you can get your hands on,” he voiced.
Seeking to provide actionable advice for other young, black and brown entrepreneurs who are not in the privileged position of being famous, and are looking to get into the cannabis industry, Peezy recommended education. “Find somebody who is already established in the industry to work with. But they gotta be genuine, because people can steer you the wrong way,” he said.
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“I really want to learn from a partnership. And everything I know now, I’ve learned from my partnership with The High Collection. So you have to find somebody who is already established in the industry, who is willing to really teach you the ropes.”
It’s all about being on the same page, “on the same level, mentally” he added, attributing his relationship with The Higher Collection to “the universe.”
In fact, Kern Alexander, the owner of the company bumped into Peezy’s manager in an elevator in Atlanta, Georgia, and sparks just flew – aided by a common mentor Bay Area musician B-Legit business partner to E-40. Talk about serendipity.
Mellow Business Vibes
The Overkill Purplato strain was developed to fit Peezy’s desires and preferences. He wanted an Indica-dominant strain and The Higher Collection worked with him to create the perfect one.
“I like Indicas. They mellow you out, and you go throughout the day relaxed… If you’re and Indica person. If you are a Sativa person, the Indica might knock you on your ass; straight up,” he said.
On the horizon: all kinds of cannabis products and paraphernalia.
“I’m trying to be an octopus,” he continued.
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In fact, beyond music and cannabis, Peezy is an entertainer and educator. The rapper uses his YouTube channel, which boasts almost half a million subscribers, to talk about what he considers “Hood Essentials.” So, anything from how to heal a bullet wound to how to start a dispensary with $2,000 can be found on it.
“It’s all connected. So, if you smoke weed, you get hungry. So I started a cooking show. So, everything I do, I want it to piggyback off what I’m already doing… You gotta stay moving. You can never get comfortable, because when you’re comfortable, you don’t want to grow,” he concluded.