047: Building Cannabis Brands that Connect with Music Fans with Kieve Huffman

There’s always been a connection between cannabis and music, but how do legal cannabis brands authentically connect with music lovers?

To answer that question, we’re talking to Kieve Huffman. Kieve is the founder and CEO of Engager Brands–a portfolio of cannabis lifestyle brands focused on reaching under-marketed music audiences.

He builds authentic awareness for brands like Heavy Grass and Neon Roots by meeting people at concerts and music festivals. Before launching Engager, Kieve worked with some of the world’s biggest brands, including Apple. Microsoft, MTV, Warner, Universal, and Sony.

Today, Kieve joins the podcast to talk about how he jumped from the worlds of music and entertainment into cannabis branding, what he’s doing to connect with influencers and reach audiences beyond reggae and jam bands, and his vision for a world in which cannabis consumption can happen safely and legally at shows.

KEY TAKEAWAYS

• How “stoner dude culture” and terrible branding inspired Kieve to launch a more mainstream cannabis media company.
• The unique challenges of running national marketing campaigns for cannabis and CBD products–and the difference between promoting brand awareness instead of products.
• The elements that make for a successful brand activation.
• Why on-premise cannabis sales and consumption at music events is Kieve’s “holy grail”–and what some people are doing to make this a reality right now.
• Why Kieve thinks we’re still at least one presidency away from full legalization.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/47

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal