Even though the opioid epidemic is making national news, many states continue to pass cannabis-related legislation. The Federal legalization of cannabis is at the forefront of our national dialogue, and people of color are overwhelmingly affected by it. Many have been imprisoned, and prevented from access of opportunities that all of us enjoy every day. Like any well-known brand, cannabis brings a fair share of political and stereotypical baggage. But clearly, the tide of public opinion has begun to turn in its favor. Unfortunately, there are innumerable hurdles and pitfalls to circumvent on the way to Federal legalization. To accomplish this goal, we’ll have to continue to refine the message for an ever-changing and demanding audience An audience that needs new motivation each day to be engaged with an issue, or become active in their community, and to eventually vote and hold all leaders, elected and otherwise, accountable.
It will be absolutely critical to look for unique and disruptive marketing opportunities, to break through barriers, and rise above all hurdles. At Roc Nation, we hope some of our properties will be mediums for that disruption. At this tipping point in our history, cannabis and its supporters have a unique opportunity to do things differently. At Roc Nation, we build brands. We generate likes, clicks, and follows. At DECODE CANNABIS, your goals are much weightier. They will impact our lives and culture for decades to come. You have the facts, you have the youth, and you have the energy. It’s time to think creatively & non-traditionally about your approach
to the market and new social mediums, and risk-taking tactics. Decriminalization will have a positive impact on incarceration rates for non-violent offenders. Cannabis is legal, in some form, in 29 states. While marijuana usage is equal across all races, African-American and Latinos are three times more likely to be arrested for possession. Federal legalization of cannabis will create a quarter of a million new jobs by 2020.
As I continue to be more informed about the comprehensive nature of DECODE’s campaign, I find that I am more personally vested in its success. Roc Nation will be honored to support DECODE as they move forward with their initiative.
DAVID VASSEL | ROG WALKER | STAINER AKAHOHO | MARQUES JOHNSON
MY BRND INC