Are We Sleeping On The Women In Cannabis Media?

Recently, 420MEDIA CEO Kerri Accardi sat down with Tracy Lamourie for MJ News to discuss the exciting launch of her groundbreaking new venture A New Cannabis Channel

Here’s a peek into that conversation:

TRACY LAMOURIE: You have been doing some amazing things in the media and the cannabis space, and now you are combining the two in a way that I don’t think people are seeing just how groundbreaking it is!

KERRI ACCARDI: Maybe that’s because we didn’t Press Release our every move!

TRACY: Right! But now you are finally ready to let some of the secrets out! Can you tell us a little bit about the exciting things you have got going right now?

KERRI: Absolutely! I’m the founder of 420MEDIA, a full-service marketing and content creation agency.  Over the past 6 years we have been documenting the legalization of cannabis in the US. Currently we are in the process of launching a cannabis TV channel across ROKU, Apple TV, Firestick TV, Android TV, two mobile apps and online, with original programming, including a docu-series.

We are bringing education through entertainment with unprecedented opportunities for targeted advertising to cannabis and CBD companies.  We are super excited to take a very fragmented space and streamline the information to the mainstream while showcasing products and services in a way the public has yet to see.

There are so many people that they hear about CBD or they hear about the benefits of cannabis,  but they don’t know where to find a product or even worse they try a product that’s called CBD and it doesn’t work and right away they’re judging CBD as nonsense, but when you read the bottle it’s really hemp seed oil or something that doesn’t have CBD in it at all.

We really want to help guide people seeking knowledge. At the end of the day, we all have an endocannabinoid system with receptors for the plant on a molecular level. I don’t think the majority of people really understand that – and when they do it’s going to be a game changer.

TRACY: Absolutely- you’re talking education, you’re talking entertainment, the business of cannabis, literally anything relating to cannabis you will find on this channel. I know to bring something like this together doesn’t happen alone and you really have been able to gather an incredible team, some big names not just from cannabis but from the advertising world, from the world of marketing, from the world of media – you are bringing them all together, can you tell us about some of the people you have behind you and some of their experiences before joining you on this groundbreaking project in the world of cannabis.

KERRI: We have a phenomenal team that has come together absolutely from the mainstream industry. We have Emmy award winners; we have advertising executives – in fact the person who is creating our logo created one of the most iconic advertising campaigns I think ever in the world!

TRACY: Unbelievable!

KERRI: We will put names and more information and promo out over the next few weeks.

TRACY: I’m excited to see this develop. Can you tell me some more about the content, and I know it is incredible – you have got people at the top of their industries from athletics to the medical fields, not just one doctor but probably ten from across America – can you tell us a little bit about the content and the experience of gathering that over the years? I know it is a literal library, or a museum of cannabis history over the last few years.

KERRI:  Yes -we have a massive library of professionally filmed content – literally over 300 pioneers- on camera plus products, music, panels and speakers, and original programming.

Super bowl champion Marvin Washington hosts one of our series which explores cannabis from an athlete’s perspective. We have him in a CBD lab, pharmacy, events, as well as closed sets interviewing fellow NFL players and nurses – so it really is different insights coming through him.

Then we have another series hosted by a nurse and educator Heather Manus that is more geared to the medicinal side of the plant. What is the endocannabinoid system? Dosing, our receptors, what are the products and the different methods of ingestion and how does it affect us. Why is this plant working for people? We have another series called “Faces Of Cannabis” featuring over 30 pioneers sharing their story and insight into cannabis – from Wanda James who is on Netflix right now, to a child named Landon Riddle who is cancer free for seven years and he is nine years old to Dr Dina, the women the show “Weeds” was based on. We have a lot.

To me, in a time that is so divisive – to have over 300 people on camera to camera of different ages, ethnicities, and financial backgrounds that agree on one thing is pretty powerful.

TRACY: I know you have spoken in the past about the personal part of your mission.

KERRI: It’s super simple. I left New York on December 10th, 2013 I left on a mission to educate the world about cannabis.  My Aunt Kathy died. My best friend, my mentor, my everything. She died, and she didn’t have to. She definitely didn’t have to suffer like I watched.

I knew that no one would listen to me unless I knew what I was talking about, so I started at the bottom, literally – learning how to grow, meeting with patients, doctors, growers, lobbyists and more. This was back in 2013 in CA – it was a much different world.

In January 2014 NY quazi- legalized medical cannabis through executive order and thus 420MEDIA was born.

TRACY: What a journey. Somewhere your aunt is smiling down on you right now saying, ‘WOW! I inspired all this.’  You really are changing the world with this.  That’s not just language, people are going to see that as this develops – it’s going to be epic.

KERRI: What people don’t understand is that cannabis isn’t new, this medicine isn’t new, even the cannabis industry isn’t new – it’s new in the regulated space. California has been legal-ish for over twenty years and has been helping thousands of people.

TRACY : Now let’s talk a little about the business of cannabis, and I know from a business perspective it’s often difficult to get your message out in the space, struggles around advertising, struggles around restrictions and limitations on social media, lots of barriers about getting your message out there that we don’t face in messaging with other consumer products. So what you are doing is absolutely valuable to people in the cannabis marketing space.  Can you tell us a little bit about this really unprecedented advertising opportunity?

KERRI:  Everything was born out of a problem, and the problem is that brands do not have a place to advertise consistently. I learned about this over the past 6 years of owning an agency and having different television deals and advertising opportunities. They can just change their mind and the rules and the pricing and all sorts of craziness. This was created to enhance cannabis brands and products and give them a place to advertise and share their information very similar to television and TV commercials and when we go back into production we will have opportunity for product placement and sponsorships, so it is a space that will literally give brands the opportunity to showcase their product in high level content that has a truly targeted audience – because you aren’t coming to this channel to watch a baseball game.  You are coming to this channel to learn about cannabis

What’s the value of your athlete CBD cream being seen in a series hosted by a Super Bowl champion who also happens to have a case going to the Supreme Court over the legality of cannabis? What does it mean to have your brand showcased amongst medical professionals discussing the benefits of cannabis?

TRACY: So right now, can companies get involved? Right now, is there opportunity?

KERRI: Yes! What we are doing now, given the COVID-19 situation, is selling permanent placement in three of our series where we will build in commercials to showcase those brands and services. If you are in a series with Marv Washington, for example, you are in there forever. So, brands are getting multiple digital assets and a lifetime value. If they don’t have a commercial, we can have it created for a slight up-charge. If they do have a commercial, they can send it to us, and it will literally be edited in as if it was a part of that series. It is only for our inaugural series!

TRACY: So right now, anyone can get in on the ground floor, in there forever, they can basically write their own story right now as far as where they want to be.  As a publicist and a marketing person, I’m definitely excited about this for my own brand and for my clients, it’s great to be able to get in on the very beginning.

MedMen’s New Commercial Chronicles The History of American Cannabis From Counterculture To Just Culture

MedMen’s The New Normal Taps Acclaimed Filmmaker Spike Jonze and Actor/Activist Jesse Williams to Normalize Cannabis

CALIFORNIA: MedMen Enterprises rewrote history yesterday with the debut of a disruptive new commercial that chronicles the American history of cannabis. Supported by the most expansive integrated marketing campaign the company has executed to date, The New Normal is directed by Academy Award-winning storyteller Spike Jonze and features actor Jesse Williams, best known for his longstanding activism and starring role in Grey’s Anatomy. The ad furthers MedMen’s vision where legalized and regulated cannabis creates a safer, healthier and happier world. Founded in 2010, MedMen is known for its disruptive advertising campaigns, innovative approach to cannabis retail and progressive legalization efforts.

The diverse creative team behind the project includes actor Jesse Williams, director Spike Jonze, Academy-Award nominated cinematographer Bradford Young and production designer James Chinlund, who is currently working on the upcoming Lion King movie.

MedMen launched a 360-degree approach to The New Normal campaign, which includes spots on connected TV networks (including Bravo, CBS Sports Network, Oxygen, MSNBC, Lifetime and Food Network), 80+ out of home assets, print ads (including national ad placements in Rolling Stone and US Weekly), Sirius XM, native integrations with Complex, podcasts and terrestrial radio, digital, pre-roll and programmatic ads. MedMen will also be advertising for the first time in hundreds of movie theaters across California, Nevada, and Michigan.

The commercial chronicles society’s evolving perceptions of the plant, from pre-prohibition to the modern industry of today. While looking back through America’s history, from George Washington’s hemp farm, to Reefer Madness propaganda, The New Normal takes the audience on a journey through the injustices of the past and a hopeful view for the future. Jonze and Williams collaborated to ensure that much of the commercial’s cast and crew had a personal real-life connection to the plant. Those individuals included military veterans who use cannabis to treat their PTSD, a former NFL football player who uses it as a substitute for opioids, victims of racial profiling and those who work in the emerging industry.

Jesse Williams, who also co-wrote the film with Jonze, will appear on the cover of EMBER volume 4, MedMen’s in-house magazine. The magazine will be free with purchase at every MedMen store beginning February 25, 2019. It will also be distributed at Barnes & Noble bookstores nationwide and select boutiques, hotels and restaurants.

In addition to the commercial, Spike Jonze is creating a short documentary with filmmaker Molly Schiot that was shot on set and explores the themes of the short film in more detail. It was important to all involved to tell the stories of cast members who all have their own relationships with cannabis, including: veterans who have found cannabis as a way to treat themselves, former law enforcement, formerly incarcerated drug offenders and young entrepreneurs in the cannabis industry.

All of this content as well as a brief history of cannabis and more is available on www.medmen.com.

Jesse Williams commented, “The highly selective criminalization of one plant, with flagrantly harsher punishments for one community, must be acknowledged and left behind for something more reasonable, realistic and fair. It’s pretty clear that Americans are ready to exist beyond a few inherited hypocrisies. We deserve the opportunity to make this right. We can do, and feel, better.”

When I read the premise about telling the story of the history of cannabis and our country, there was something that moved me about it. I apologize for using such a 2010’s word, but it felt healing to me. I didn’t know much about the specifics of the history, but as I learned about it, I felt like it was a story of a very dysfunctional couple. The relationship started in such a healthy place, with even our Founding Fathers having hemp farms, but it got so tragically messed up in the 80 years of prohibition that we couldn’t see straight. It was shocking to just sit in all the stories of so many people and so many lives that were unfairly hurt by the prohibition and the fear that was stoked by it, especially people of color. And it wasn’t just their lives, it was their families, too. And now we are starting to come out of it. We are at that point in a relationship where a couple is calming down after a fight and realizing how irrational they were and trying to make amends. I’ve never been into pot much or a huge advocate for legalization, but I’ve always supported it because it seemed absurd for the reasons we all know. And it always felt inevitable. But getting to do this, I got to learn the bigger picture of the whole story. I feel so hopeful, but the thing that sticks with me and upsets me is that there are still so many people that are still locked up for this plant that is now legal in so many places. That doesn’t make sense,” Spike Jonze stated.

“Cannabis is part of our country’s history. We’ve moved away from the propaganda of the past and into a world where cannabis is the new normal. We want this commercial to educate and embolden in equal measures. This is our opportunity to make a statement on a national stage,” said Adam Bierman, MedMen’s CEO & Co-Founder.

 

Cannabis Educational And Awareness Campaign Makes Red-Carpet Debut During 91st Academy Awards Oscar Telecast

30-Second Commercial Spots expected to air during Red carpet arrivals, Oscar show and post Oscar programming

NEW YORK: Cannabis Education takes centerstage during this Sunday’s 91st Academy of Motion Pictures Arts and Science Oscar telecast, as a groundbreaking media campaign for the online cannabis TV network Hmm Did You Know (HDYK) airs in both the US Virgin Islands and Puerto Rico media markets.

The spot — the first in a series showcasing prominent voices in the cannabis industry and community — features former seven-term US Virgin islands Senator Positive T.A. Nelson, now the appointed Agriculture Commissioner of St. Croix, discussing the science and economic power of medical cannabis. The HDYK media campaign suggests that standards are shifting for cannabis marketing in legal states.

Medical cannabis companies in the USVI and Puerto Rico suffered millions of dollars in damage – including leveled greenhouses, lost business and rebuilding. One year after a hurricane devastated the island, medical cannabis businesses are reporting a remarkable turnaround: with more than 90 cannabis businesses currently in operation, including 54 dispensaries. About 34,000 patients have signed up for the program, up from about 12,000 last year, according to industry experts

Medical cannabis companies in the Caribbean suffered millions of dollars in damage – including leveled greenhouses, lost business and rebuilding. One year after a hurricane devastated the island, medical cannabis businesses are reporting a remarkable turnaround: with more than 90 cannabis businesses currently in operation, including 54 dispensaries. About 34,000 patients have signed up for the program, up from about 12,000 last year, according to industry experts

“The rationale behind medicinal cannabis is real, the science is real, the economics behind it is real, the health behind it is real,  and the opportunities behind are very real,” former Senator Positive Nelson says in the spot promoting Hmm Did You Know Online Cannabis Network, a collaborative effort with 420MEDIA to launch an internet based digital video service that provides insight, education, and entertainment in the world of cannabis.

“We are excited to work with Senator Positive Nelson and other renowned cannabis experts in the sports, medical and entertainment field to bring much needed cannabis education to Spanish speaking communities,” said Kerri Accardi, CEO of 420MEDIA.  “Being visible in Puerto Rico during this premier television broadcast is a great first step,” she adds.

The public service announcement was co-sponsored by 420MEDIA along with several cannabis-based organizations and businesses including:

Humboldt Grace, a woman-owned cannabis strategic consulting company. Founder Lelehnia Du Bois offers her 45 years of experience to educate on the cannabis culture, work with individual, businesses, and organizations to develop successful strategies, and advocate for a healthy and sustainable industry.

The Marijuana Business Association (MJBA), a leading national b2b organizations in legal cannabis.  Established in 2013 to provide business intelligence, professional networking and new business opportunity, MJBA hosts regular industry networking meetups, boot camps and seminars publishes the MJNews Network and Marijuana Channel One.

Nature Nurse Products utilize the power of nature and knowledge of medicine to create products that support the biological Endocannabinoid system. Nature Nurse is a beautifully blended and synergistic combination of ancient plant wisdom which has been expanded upon through science to create high-quality, easy to use products to incorporate into everyday life supporting health and well-being.

Curved Papers, a new twist on Rolling Papers, was founded by Michael O’Malleyan MIT-educated entrepreneur whose innovative patented curved design makes joints Easy To Roll.

Vital CBD:  Age Vital pharmacy, research and wellness is your local community and compounding family pharmacy Sarasota. By working in the medical field closely with physicians and patients for several years, their primary commitment is to serve people who suffer from chronic conditions such as pain, inflammatory conditions, and stress.

Medical Schools Including Cannabis Content In Their Curriculum

PENNSYLVANIA: A growing percentage of colleges of pharmacy are instituting medical cannabis training as part of their curriculum, according to survey data published in the journal Currents in Pharmacy Teaching and Learning.

Researchers at the University of Pittsburgh contacted 140 US schools of pharmacy regarding whether they include medical cannabis-related topics in their curriculum. Among respondents, 62 percent reported that they had instituted some level of medical marijuana training, while 23 percent answered that they intended to incorporate the topic to their coursework within the next 12 months.

The study is the first inventory of medical schools with regard to the inclusion of medical cannabis-related topics to their curriculum.

According to a 2015 evaluation of student pharmacists’ attitudes, 90 percent of respondents indicated that they favored the inclusion of medical cannabis instruction to their curriculum.


For more information, contact Paul Armentano, NORML Deputy Director, at: paul@norml.org. Full text of the study, “Evaluation of medical marijuana topics in the PharmD curriculum: A national survey of schools and colleges of pharmacy,” appears in Currents in Pharmacy Teaching and Learning.

Cannabis Nurses Network Conference 2017 Is Oct 5-7 At UNLV Las Vegas

NEVADA:  Cannabis Nurses Network is producing the first ever 5.33 CEU Nursing accredited program October 5th – 7th, 2017, at UNLV-Las Vegas, Nevada (Greenspun Hall and Foundations Bldg) 4505 S. Maryland Pkwy., Las Vegas, NV 89154.

The 2-day series is being produced in partnership with UNLV Students for Sensible Drug Policy, and Las Vegas NORML, and is expected to reach more than two hundred national and local nurses, students, healthcare professionals, and individuals from around the globe.

Lectures and panel discussions will integrate accredited curriculum of cannabis education, on the Endocannabinoid System (eCS) and the science behind the plant, including hands-on workshops and Interactive Sportsbook panels.

The Interactive Sportsbook Panel highlights the celebrity sports guests, discussing their personal experiences with cannabis, and what they are doing to create positive change in the health of future athletes. They will also weigh in on cannabis therapy vs. opioids, that are routinely “recommended” by their team physicians. Special guest speakers include: Prior NFL Players, Marvin Washington (NY Jets/Broncos/49ers), Eddie “Boo” Williams (Saints), Frank Hawkins (Raiders), and Steve Cantwell (WEC/UFC). This session will included autographs and photos/selfies with these amazing trailblazers.

The education continues at the Cannabis Nurses Magazine 2-Year Anniversary Party & Leaders of Nursing Awards Ceremony, which will be held at the beautiful, Las Vegas City Hall Lobby, Friday, Oct.6th, 2017 7PM-10PM at 495 S. Main St., Las Vegas, NV 89101.

National Cannabis Nurses, Sports Professionals, and Patients will be awarded for their efforts and will receive the ‘Leaders of Nursing Award’ from Cannabis Nurses Magazine for their dedication and commitment in providing education and awareness. Registration required. This is an Educational Only, Non-Consumption Event. While the demographics of those seeking “legalized cannabis in Las Vegas,” will be confused by the nature of this statement, the goal of CNNC2017 is to elevate the conversation at the local level, while assuring complete transparency. The CNN executive team met with numerous city, state and county officials, including LVMPD, the heads of the Marijuana Enforcement Divisions of each and every department at all levels, in order to be in compete compliance with NRS453 and local municipalities who support their efforts.

How Rescheduling Could Have Changed Cannabis Marketing

By Celeste Miranda

COLORADO: The DEA schedules substances, chemicals and drugs into 5 classified categories. Between Schedule 1 to 5 the level of potential for abuse gets more likely as the number goes down, so Schedule 1 is listed as the most dangerous for the public and Schedule 5 the least.  A Schedule 1 drug has been identified by the government as a substance with no potential for medicinal use and a high potential for abuse. Aside from cannabis schedule I also includes ecstasy, peyote and heroin. This DEA scheduling makes cannabis highly illegal to carry without the proper permits and also bars any scientific research on the medicinal value of the plant.

For the last couple of months the DEA has been pushing back their announcement on rescheduling cannabis to Schedule II. Last week they announced that cannabis would remain Schedule 1 which has equally angered and saddened the cannabis community. Not only does this continue the war on patients that has been raging across the country, but the negative effects of federal restrictions are more severe than cocaine and oxycodone blanket every aspect of the plant from research to marketing.

Real scientific research feeds an educational marketing platform.  One of the biggest problems that cannabis has faced is a lack of scientific research. Being classified as Schedule I, any relevant scientific research outside of cannabis that comes from a sterile government garden and is carried out by only a few government approved scientists. The ability to prove that the plant has medicinal value and move past a Schedule I classification is being blocked by that same classification. If and when the feds finally reschedule cannabis we will be able to partake in valuable research that will only fuel marketing efforts. If all of the research analysts that have been dying to get well grown hydroponic, outdoor and aeroponic cannabis into their laboratories were finally able to, there would be a bounty of research to fuel new content that will bring in an entirely untapped target demographic. Educational based platforms are the only way to ensure that no target client is left out of a marketing campaign and currently the cannabis education is mostly just conjecture or experiential. With real, hard data proving the medicinal value of cannabis the entire industry could change.

Wink-In-Weed: Cannabis Class Is In Session

By David Rheins 

Class is in session for participants in Washington’s legal cannabis trade.  Coming off of the collegial CCC show in Portland, Team MJBA is back in Western Washington this week continuing our quest to provide professional education and promote best business practices for our nascent industry.

Collaboration was the theme of CCC 2016

Collaboration was the theme of CCC 2016

On Tuesday, February 13th,  6-8:30 at the Factory Luxe  in Seattle, MJBA and NWMJ Law will present,“Managing Your 502 Business,” a 2-hour bootcamp designed to review essential business basics, tools and best practices that every I-502 licensed business should follow.  Attorney Anne Van Leynseele, NWMJ Law, will lead the this 2-hour interactive bootcamp, aided by a VIP Panel of cannabis business experts, including Norm Ives, Mosaic Insurance, CPA Dani Espinda, and business consultant Debbie Whitlock.

[youtube http://www.youtube.com/watch?v=9mshbd7MS3E&w=560&h=315]

Seating is limited, so reserve your place today!

Thursday, February 18 is the start of CannaCon,  a 3-day celebration of all things canna-business at Pier 91 on Seattle’s waterfront.  This year marks MJBA’s fourth CannaCon.   It has been truly amazing to witness as the show and the industry develop together. CannaCon founder Bob Smart was one of MJBA’s first business members, joining us back in the fall of 2013!

In preparation for the show, Bob, Dave Mesford and I paid a visit to KLAY 1180 AM last week, appearing on “The 411 on 420” talk show, hosted by Amy Ansel and Darrel Bowman.

The 411 on 420, hosted by Amy Ansel and Darrel Bowman

The 411 on 420, hosted by Amy Ansel and Darrel Bowman

Billed as “the world’s largest cannabis marketplace for products, services and ideas” the 2015 Seattle event claimed more than 11,000 attendees, over 200 exhibitors and 50 educational sessions, with over $6 million in business conducted on the floor.”  This year’s CannaCon promises to be even bigger, with a complete sell out of exhibitor booths, and an all-star lineup of speakers.  The event seminar schedule features three separate tracks: Cultivation, Technology and Business Development, and includes some of the industry’s top voices, including Ed RosenthalAh Warner, Megan Schwarting, Farmer Tom Lauerman, Aaron Pelley, Don Wirtshafter and Kyle Kushman

Canna Con 2016

I will have the honor of playing moderator for much of the Business Track sessions on Thursday and Friday.  We’ll cover a host of important topics. I’m particularly excited about our “Town Hall” session Thursday at 1PM with Washington’s top cannabis regulators: WSLCB Director Rick Garza, Washington Department of Agriculture’s Steve Fuller, and the Washington Department of Health’s Kristi Weeks.

MJBA’s Morgan will be moderating and participating on a Women in Cannabis Panel, along with Crystal Oliver, Danielle Rosellison, Sharon Whitson and Shawn DeNae.

Marijuana Channel One will be capturing all the excitement. Look for our live streaming and tweets, and our exclusive interviews with industry thought leaders here.