Music Archives - Green Market Report

Andrew WardApril 4, 2022
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9min2170

It’s a well-accepted anecdotal fact that cannabis and music go together. From the jazz clubs to the headbangers ball to underground hip hop shows and beyond, where there’s music playing, pot’s often being consumed. 

That long-lasting bond has recently come in handy for brands looking to connect with legal consumers. Federal regulations prohibit cannabis from online ads, forcing marketers and brands to ramp up creativity. In recent years, cannabis brands have become increasingly present at music festivals and concerts through sponsorships, activations and other consumer-facing endeavors.

“When executed correctly and compliantly, live event marketing collaborations can absolutely drive sales and brand awareness, as well as form lasting consumer relationships and promote brand loyalty,” said Andreas Neumann, Jushi Holdings Inc (OTCMKTS: JUSHF) (CNSX: JUSH) chief creative director and 2020 Grammy award winner for Best Album Package. 

While short on data, cannabis leaders say they’ve witnessed the potential in live events marketing and partnerships with cannabis-friendly artists. 

Live Event Marketing Grows In Cannabis

Like cannabis and its various medical claims, most seem to accept anecdotal feedback regarding the return on investment (ROI) for live event sponsorships. While additional findings would conclude the debate, most already agree on its efficacy.

“While legal cannabis is still a relatively young industry, the effectiveness of event marketing has been proven over and over in many other industries, including CPG,” said Glass House Brands Inc (OTCMKTS: GLASF) President Graham Farrar.

The uptick in cannabis at events has been noticeable, particularly in states with legalized adult-use and/or relaxed public consumption laws. 

“While we have more regulations to contend with, it doesn’t change the value that live events can bring,” said Farrar. 

Additional regulations, like bans on sales and onsite consumption, can prove detrimental, but brands have not let them thwart live music marketing endeavors. 

Associating With Live Acts Reportedly Pays Off

As cannabis becomes more widely accepted, its presence grows at significant live events. So much so that the plant is sometimes front and center. 

In October 2021, Eaze’s Grass Lands served as the hub for all things cannabis during the three-day Outside Lands Festival. Grass Lands came complete with its own stage and a three-day live music and comedy lineup. Event partners included Cookies, PAX, and Autumn Brands.

In January 2022, Veritas Fine Cannabis sponsored the 10th anniversary of the Winter on the Rocks concert held at Denver’s Red Rocks Amphitheater. Diplo and Talib Kweli headlined the event. Veritas’ featured onsite activations to improve the concert experience, including free shuttle rides and live paintings by artist Morgan Mandala.

“Live event marketing enables us to position ourselves in front of a new audience, as these events bring people from various backgrounds together,” said Veritas Marketing Director Jordan Plunkett. 

The company also offered dispensary workers exclusive perks, including a performance by funk band Lettuce, catered meals, and early access to new products. 

Taylor Saralli, the company’s presentation manager, noted that Veritas engages in various live events each year, including activations with electronic artist Pretty Lights and art exhibits from Meow Wolf. 

Saralli, who considers live music one of the company’s most effective marketing tools, added, “Live events allow us to interact with, celebrate and create genuine relationships with our consumers and the budtenders who sell our products.”

Plunkett noted positive results from the Red Rocks event, including over 5,000 new consumer signups, 5,700 unique website visits, approximately 12% increase in social media engagement and roughly 300 new social media followers.

Others are reporting the benefits of live events. Juanjo Feijoo, COO & CMO for WM Technology Inc (NASDAQ: MAPS), didn’t offer financial figures but noted that activation partners had seen increased numbers from live event activations.

He noted that a 2021 live event collaboration at the multi-day Aftershock Festival with Sacramento-based dispensary and delivery service KOLAS paid off immensely. Their endeavor, the Loud Lounge, allowed guests to kick back while waiting for delivery orders. 

Feijoo said sales boomed for KOLAS, resulting in “The equivalent of two or three weekends of orders for them.” He attributed the success to finding consumers in one collective event.

Thinking Beyond The Show

Opportunities exist beyond the venue, offering brands and performers ample opportunity to collaborate. 

One example includes the September 2021 partnership between Denver’s Seed & Smith and electronic artists Big Gigantic. The company featured strains chosen by the band as part of the release of the company’s DART pod system. The company reported seeing a worthwhile ROI from the deal.

“Having that name attached to the DART certainly influenced some purchasing,” said Robbie Wroblewski, director of community outreach for Seed & Smith. The company did not provide financial data to support its report.

 


Dave HodesMarch 25, 2022
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11min1080

There are a handful of psychedelics song merchants listed on Spotify, including The Psychedelic Furs, Psychedelic Boyz, Psychedelic Porn Crumpets, Psychedelic Witchcraft, The Psychedelic Aliens, Psychedelic Brain, Psychedelic Waters, Psychedelic Teepee and Home Sweet Psychedelic. 

Many psychedelics experiencers in the 1970s remember such psychedelic music from Pink Floyd’s Atom Heart Mother and Hawkwind’s live album Space Ritual and other70s bands. 

Another list of trippy/psychedelic chillwave, indie, funk, bedroom, dream pop, psychedelia with undertones of rock, folk, and jazz that is updated regularly, also listed on Spotify, comes from PsychSoundsOffical@gmail.com.

These are not necessarily songs programmed by researchers for use during a psychedelic experience, or bands that are recommended for psychedelic therapies. But they do offer a glimpse of a whole genre of music that is being redefined today as not just for entertainment, but for psychedelic therapy as well.

Wavepaths Raises $4.5 Million

Some companies have even seen that money could be made from curating music for psychedelic therapies. In November, London-based psychedelic music company Wavepaths successfully raised $4.5 million in its initial seed investment round. Co-founded by Dr. Mendel Kaelen and Anna Rickman in 2019, Wavepaths is a digital platform that builds upon pioneering scientific research showing that music plays an essential role in creating positive outcomes for psychedelic therapies such as ketamine, psilocybin, and MDMA. Wavepaths has quickly emerged as the world’s most advanced generative music system, giving psychedelic therapy practitioners the tools to optimize therapeutic outcomes for their clients.

“Music has a profound impact on therapeutic outcomes, but many therapists are in the dark on how to best work with music in their practice,” says Dr. Kaelen. “Our adaptive music technology enables care providers to work with music in a fully person-centered way, with the same ease by which one may adapt the temperature or light in the room. It is humbling to witness how Wavepaths is changing life for both providers and seekers of mental healthcare around the world.”

Wavepaths said it has worked with a variety of musical artists to create an AI-powered auditory landscape designed to be responsive to every moment of a therapy session. With Wavepaths, practitioners create unique soundscapes that channel the evocative sounds of visionary producers like Jon Hopkins, Greg Haines, Robert Rich, and Christina Vantzou. During sessions, the platform’s interface allows practitioners to seamlessly transition between emotional atmospheres, levels of depth and activation, and instrumentation in real-time, based on a patient’s evolving mood or therapeutic needs.

Music Research

There is a list of 49 songs (5 hours and 30 minutes) that was created for psilocybin-assisted psychotherapy for depression studies at Imperial College London after researchers there concluded that music plays a central function in psychedelic therapy.

Analyses of the interviews from the participants in the study showed that the music had both “welcome” and “unwelcome” influences on patients’ subjective experiences. Welcome influences included the evocation of personally meaningful and therapeutically useful emotion and mental imagery, a sense of guidance, openness, and the promotion of calm and a sense of safety. 

Unwelcome influences included the evocation of unpleasant emotion and imagery, a sense of being misguided and resistance. Patients’ experience of the music was associated with the occurrence of “mystical experiences” and “insightfulness.” The nature of the music experience was significantly predictive of reductions in depression one week after psilocybin, according to the study.

Johns Hopkins Psychedelics Researchers were on the same track after having discovered that psilocybin helps a wider population experiencing depression, not just those experiencing existential episodes of anxiety and depression when facing end of life issues related to cancer.

They began to collect a playlist of songs and put them into certain categories divided into segments: background music that plays as the participant arrives for his or her session; music that plays when the drug is starting to take effect, at which point he or she is lying down and wearing eyeshades and headphones; the ascent; the peak; the post-peak; and the “welcome back” music. The music in each section is deliberately chosen to accompany a particular part of the psychedelic journey.

The 7 hour, 40 minute playlist is designed to go along with a medium to high-dose psilocybin session, and is available on Spotify.  

Psychologist Bill Richards, whose involvement in psychedelic research dates back to 1963, masterminded the playlist. “As consciousness is returning to ordinary awareness after intense experiences of a mystical, visionary, or psychodynamic nature, most any style of music can be explored with delight.

“We have learned that in high-dose sessions, especially during the onset and intense period of entheogen effects, the supportive structure of the music is more important than either the guide’s or the volunteer’s personal musical preferences,” Richards wrote in his book Sacred Knowledge: Psychedelics and Religious Experiences. “In states of ego transcendence, the everyday self as the perceiver of music may no longer exist, having entered into a unitive awareness that is claimed to be quite independent of whatever sonic frequencies are coming into the ears through the headphones or loudspeakers.”

Separately, and in a bit of a trippy name coincidence, a musician named Jon Hopkins (no relation to Johns Hopkins medicine) recently released an album “Music for Psychedelic Therapy” featuring an immersive beatless soundscape built on field recordings he made spelunking 60 meters underground in Ecuador, according to an interview on NPR’s All Things Considered. One reviewer called the album “a post-lockdown aural balm that sits usefully alongside Michael Pollan’s How to Change Your Mind: The New Science of Psychedelics.”

 

Sidebar #1

Selected list of songs from the Johns Hopkins playlist for psilocybin studies (2008 version):

– Ron Korb. Flute Traveller: A Musical Journey Across Five Continents. Oasis Productions, SOCAN NHCD 205 “Alto Flute,”. Length = 2:16

 

Russian Orthodox Chant. Sacred Treasures III, Hearts of Space. St. Petersburg Cham­ber Choir, 025041111423 “Alleluia, Behold the Bridegroom,”. Length = 5:29

 

– J. S. Bach. Bach Stokowski. Leopold Stokowski. EMI CDM 7243 5 66385 2 5
“Komm süsser Tod,” BMV 478. Length = 5:51

 

– W. A. Mozart, Clarinet Concerto in A Major, KV 622. Jacques Lancelot. Jean-François Paillard. Orchestra de Chambre Jean-François Paillard. Erato 2292–45978–2
Adagio. Length = 7:04

 

J. S. Bach. Bach Stokowski. Leopold Stokowski. CDM 7243 5 66385 2 5
Passacaglia and Fugue in C Minor, BMV 582. Length = 14:51

 


StaffFebruary 4, 2021
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8min2521

Editors Note: This is a guest post. 

Growing up, my parents used to play classical music besides my crib for hours and hours. They believed that this would make me smarter when I grow up. While I would like to think that I became a decent human being, listening to music growing up certainly did help me appreciate all kinds of genres. The fact that my dad was a music teacher might also play into the bias where I enjoy listening to music.

With cannabis plants bought from places like Online Dispensary Canada, will it actually make a difference if we play music to them? Will it actually make it grow better? Grow taller? We realize it sounds somewhat offbeat to play music for plants – I mean plants don’t have ears, isn’t that so?  Yet, research has indicated that music may, truth be told, profoundly affect a cannabis plant’s development, such as the Rockstar weed strain. Strangely, various styles of music effectively affect plant development.  In spite of the fact that the jury is as yet out on the adequacy of music to invigorate plant development, what scientists have found up to this point is quite unfathomable. 

Cannabis Plants And Music

Analysts have been considering the impact of music on plants for quite a long time. Dr. T. C. Singh directed a couple of tests in 1962 in which he found that resin plants grew 20% taller and had an expanded biomass of 60 to 70 percent contrasted with control plants that were held peacefully.  Singh likewise noticed that seeds filled in melodic conditions had an expanded imperativeness rate and delivered more grounded attributes, for example, improved leaf creation and greater leaves. Curiously, various kinds and sorts of music appear to influence plant development in an unexpected way. Singh proposed through his exploration that violin music delivered the most ideal outcomes. 

At that point, in 1973, Professor Dorothy Retallack of Francis Brown University set up her own test. She partitioned plants into three gatherings, played an F-note for eight strong hours for one gathering of plants, played a comparative note to another gathering, and left the third (the benchmark group) peacefully.  Despite the fact that the main gathering kicked the bucket inside about fourteen days, the subsequent gathering flourished while the third demonstrated no significant changes. Then, she proceeded to test various sorts: rock and old-style music. She by and by split her plants into three gatherings and played either awesome music, traditional music, or nothing. She found that plants who were presented with awesome music effectively attempted to “escape” the sound by dismissing their development from the speakers or “climbing” the dividers of the fenced-in area.  She additionally saw indications of stress in the rowdy plants looking like unreasonable water consumption. 

Note that it’s not really the class that influences plant development yet rather the cadence and concordance of the sound.  Plants that are presented to quieting music like traditional will in general reasonably better than those presented to weighty metal which is likely because of the manner in which plants have developed and adjusted to their surroundings. 

Plants Reaction to Music 

Cannabis plants, such as 99 Oz Canada options, are notable to respond to their outer surroundings – hot conditions urge plant surrenders to twist to lessen sweat, for instance, much the same as pervasions support the arrival of terpenes to shield the plant from harm.  Moreover, plants respond to vibrations noticeable all around and ground which causes them to shield themselves from hungry caterpillars or moderate their development in blustery territories that may snap their branches. 

The equivalent goes for sound which is made of vibrations. Regardless of whether music, a bustling roadway, or the sound of moving toward hunters, plants have figured out how to get vibrations and respond as indicated by the signals they send them. Accordingly, plants that respond antagonistically to forceful exciting music do so on the grounds that their developmental cosmetics have instructed them that these lower recurrence sound waves represent a danger (mechanical gear like vehicles and fabrics dryers likewise produce low-recurrence sound waves). 

These are the plants that can go on to become products at a Shatter Canada store, which differs in quality based on how they are grown. High recurrence sound waves, then again, (for example, those delivered with traditional music) have the contrary impact, motioning to the plant that conditions are ideal for development and improvement.  The purpose behind this is on the grounds that the recurrence supports stomata, or the little pores in plant surfaces, to open up considering more noteworthy supplement admission while obliging expanded happening. 

Music has a method of moving us. Across societies – and species – organic entities respond to music in manners that lessen pressure, improve wellbeing, and increment development.  It’s nothing unexpected, at that point, that music would have similar consequences for plants which numerous producers are as of now utilizing to their advantage.

 


StaffJuly 17, 2018
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6min1440

So far, 2018 has been a huge year for the cannabis industry; but where is it all heading? In AxisWire’s 2018 Cannabis Trend Report, we take a look at some of the biggest developments in the cannabis industry so far this year and provide insight as to where the market trends suggest they will be headed.

Here’s a sneak peak:

Women in Cannabis
Women are gaining greater ground in the cannabis industry. Women hold approximately 27% of C-Suite level positions in the cannabis industry. The last year has seen an explosion of industry organizations dedicated to advancing women in the industry, like IPW and Women Grow. There is also a growing number of women-owned cannabis brands, like Garden Society, as well as brands marketing specifically to women, such as Whoopi & Maya.

Cannabis Stocks
Bolstered by legal cannabis in Canada and by increasingly impotent federal enforcement in the United States, the number of cannabis companies going public is on the rise. Companies like Canopy Growth and Cronos Group have gone public on the New York Stock Exchange and NASDAQ, respectively. Additionally, several US companies are gearing up to go public in Canada; including Acreage Holdings, Dixie Brands Inc., and MJIC Inc.

AgTech
Agricultural technology in the cannabis industry is set to see some big changes. Cannabis giants like Aurora and Canopy are starting to build massive grow operations and as such as are looking for ways to increase efficiency and reduce costs. Cannabis growers are beginning to favor CMH lighting over LEDs and HPS lighting, primarily due to its low costs and high Color Rendering Index Score. Automation is also an avenue that cultivators are exploring to reduce costs, including cannabis trimming robots.

Welcome to Hollyweed
Hollywood is slowly becoming more comfortable with its relationship with cannabis. Encouraged by recreational cannabis becoming legal in California, there has been an upswell of celebrity cannabis brands; such as Montel Williams’ Lentiv. Likewise, there has been an increase in cannabis-related television shows, and award shows like the Academy Awards have started allowing cannabis gift bags.

Infused Cannabis Beverages
Beverages infused with cannabis stand to be the next big thing in the industry. Several large beer companies have already expressed interest in making craft cannabis beverages; including the brewing company Lagunitas. Independent cannabis companies have also begun to branch out into the world of cannabis beverages; including a number of cannabis-based wines, such as the new luxury brand coming to market SAKA.

Blockchain and Cryptocurrency
Like other industries, cannabis has fallen head over heels for cryptocurrencies and blockchain. Due to the disconnect between state and federal cannabis laws, some companies have resorted to launching Initial Coin Offerings as a way to raise money. Additionally, larger cannabis companies have begun to develop blockchain-based software systems to help manage seed-to-sale tracking as well as point-of-sale technology.

International Trade
Cannabis’ newfound legality in Canada has led several cannabis companies to seek out international markets. A lack of infrastructure in medical cannabis markets, such as Germany, have presented an opportunity for cannabis companies to gain some short-term profit and some long-term benefits. By setting up in developing markets, larger cannabis companies have the chance to establish a footprint before local businesses even get off the ground.

Music Industry & Cannabis
A growing number of famous musicians are starting to stake a claim in the cannabis industry. Legends like Snoop Dogg and Willie Nelson have launched their own cannabis brands, and business savvy rock stars like Gene Simmons have started to make investments in this growing industry. Some aspiring musicians are also hoping to make a name for themselves by using cannabis itself to spread awareness of their music.

You can download the 2018 Cannabis Trend Report for free by clicking here.

 


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