The Fame Game: Why the Celebrity Licensing Model Is Not Just the Gold Standard for a Cannabis Brand, It's a Necessity
Cedella Marley’s voice has an intoxicating Jamaica lilt, the sound of a heritage she has long shared with fans of her late father, Bob Marley. Cedella is the eldest child of the legendary reggae artist and spiritual leader of cannabis culture.
More than 35 years after his death, Cedella and the Marley family have jumped into the cannabis business in partnership with Seattle-based Privateer Holdings. They are launching Marley Natural, a line of hemp body products, elegant black walnut accessories and smartly packaged bud — what the superstar called “the herb.”
“We’re very excited to bring Marley Natural to Canada,” said Marley.
She adds the family waited years to find the right partner for a cannabis licensing deal. The company unveiled its first products with a high-profile event in Hollywood that was covered, of course, by Rolling Stone.
Cedella Marley says the family waited years...
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