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

03/29/22 • 64 min

The Green Repeal - A Guide to Cannabis Marketing & Advertising

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

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

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

Previous Episode

046: How Rebelle is Elevating the Cannabis Experience

The nascent cannabis industry still has a long way to grow. In many ways, it hasn’t successfully given back to the people hurt the most from the war on drugs, empowered marginalized entrepreneurs, or created opportunities for more than a small number of people–many of whom are men–with access to capital.

Today, we’re talking to Charlotte Hanna and Geraldine Hessler. They’re the founder and CMO of Rebelle, one of a small handful of women and minority-owned vertically integrated cannabis and lifestyle companies in Massachusetts. Their mission is to empower people who have been marginalized by the criminalization of cannabis while championing its benefits as part of a healthy, positive lifestyle.

In this episode, you’ll learn how they created a unique brand that filled a clear void in the marketplace, the challenges facing women in this field, and how changing cannabis laws in New York will affect other parts of the country.

KEY TAKEAWAYS

What led Charlotte and Geraldine to develop and launch the Rebelle brand.
How Rebelle cultivated its concepts and visual identity–and why branding consultants are probably too worried about pissing off men when trying to appeal to women.
How Rebelle is working to do business in the most equitable and just way possible–and how they’re creating jobs and careers for people coming out of jail.
How Charlotte and Geraldine talk to their kids about their work–and how schools are starting to discuss cannabis.
Why Geraldine believes it’s going to be a while before we see cannabis menus alongside wine lists at restaurants.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/46

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

Next Episode

048: The Future of Sustainable Cannabis Farming with Jesus Burrola

What does the future of cannabis farming look like? In an industry where energy consumption is always an issue, supply chains may be in permanent disarray, and regulation can destroy efficiency, producers may seem like they’re always struggling to sustainably create great products.

However, that doesn’t mean that innovation is impossible. Today, we’re talking to Jesus Burrola, CEO of POSIBL–the cannabis farm of the future–to find out why. His company uses smart greenhouses and best-in-class climate control to reduce water consumption and increase energy efficiency, vastly outperforming indoor growers.

In this episode, Jesus joins us to discuss the unique challenges to this industry, the methods and tools POSIBL uses to create consistent cannabis products sustainably and efficiently, and the work he’s doing to create meaningful opportunities and representation for Latinos in this fast-growing field.

KEY TAKEAWAYS

What it really means when POSIBL calls itself “the cannabis farm of the future.”
How Jesus has created an environment that gives his plants the benefits of both indoor and outdoor growing.
How Jesus defines “craft cannabis.”
Why there’s so little minority representation in cannabis–and what Jesus is doing to change that.
Why consumer education in cannabis is so important–and why Jesus thinks we’ve gone backwards in the last several years.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/48

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