Rapper's Son Creates Weed Brand Focused On Creativity and Social Justice | NowThis
273Notorious B.I.G. aka Biggie’s son C.J. Wallace has launched a weed brand that is focused on creativity and helping people hurt by the war on drugs
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‘What problem do we want to solve, and how do we want to think differently about it?’ - Willie Mack
Think BIG is a California-based cannabis company co-founded by C.J. Wallace, Notorious B.I.G.’s son. Wallace said his father was an inspiration in starting the company.
‘You know, he would have definitely been way ahead of this back in 2012 when it was still black market. He would have been out there. And I feel that whenever we’re working on projects and stuff. I just feel his energy and his spirit all throughout me.’ - Wallace
Think BIG has launched a line of pre-rolled joints called ‘Frank White,’ that Wallace and co-founder/president Willie Mack say is meant to inspire creativity But the Frank White line goes beyond creativity in helping people who have been harmed by the war on drugs
Wallace: ‘In California, we came out with a very exclusive pre-roll pack with Lowell Farms. And 10% of the proceeds of each pack sold go to the California Prison Arts Project, which helps bring art into the prisons and once—incarcerated people—when they’re out of prison, they have something that they’ve been working on and can get a job.’
Mack: ‘Yeah, more creative ways of thinking about how they address just sort of problem solving and being back to members of the community, expressing themselves. And so much of the Frank White brand is, which is really an homage to his dad, is cannabis as a tool for creativity—as a tool for creativity—and how do we give people more tools? It’s education, knowledge, creative arts, other programs, other ways that they can look at the world and think bigger about how they can be a part of their community and part of the industry.’
As Think BIG moves forward, Wallace and Mack want to further the social justice component of the company.
‘How do we not just get records expunged and people out of jail, but then what happens when they’re gone? What happens to the communities that were devastated by the war on cannabis? How do we invest, or push for—lobby for laws that have the tax revenue reinvested in the communities that are there, so it’s not just the wealthy getting richer and big corporations taking all the money, but the real communities actually being able to bring back economic justice into places where it was taken out of.’ Mack
Think BIG is just starting out, but Mack sees a lot of room for growth
#Weed #Cannabis #CJWallace
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