With West Hollywood becoming a hub for cannabis consumption lounges and many Silicon Beach companies embracing virtual reality, it was only a matter of time before two of Los Angeles two burgeoning industries started mingling.
While many cannabis firms are still figuring out how to incorporate the metaverse and Web3 applications like NFTs, Canoga Parks Saucey Farms & Extracts has become one of the first business to offer THC products in the metaverse as part of a dispensary in Cryptovoxels, a virtual platform build on the Ethereum blockchain. Local weed brand Califari, meanwhile, recently sold NFT artwork to support the cannabis-oriented criminal justice nonprofit The Last Prisoner Project. Then theres groups like the Crypto Cannabis Club (CCC), an organization centered around 10,000 NFTokers that gives holders discounts on cannabis products and has hosted weed-themed meetups in the Decentraland metaverse.
According to Crypto Cannabis Club CEO Ryan Hunter, about 20% of the community is based in California, with the organizations most active chapter located in Southern California. Hunter said that CCC uses different metaverses based on its needs; if the Club wants to host virtual 4/20 or 7/10 gatherings for all of its members, those would take place in Decentraland because its more of a wide-open space, while interactive gaming experience would be on The Sandbox platform, where noted weed entrepreneur Snoop Dogg has already staked a claim.
Hunter views the metaverse as a bridge between real-world cannabis enthusiasts and those who are passionate about virtual experiences.
Were trying to intentionally create a community of folks that are part of the cannabis community in the real world, and want to be a part of the cannabis community as it expands into the metaverse [and] these virtual communities that are developing, he said.
In addition to cannabis ventures, artists are also exploring how the metaverse and Web3 can help them connect with new audiences. Reece Kinsbursky, art director of the The Artist Tree dispensary chain, told dot.LA that he has received interest from artists about showing their NFT artwork on the dispensarys walls; one even explored marketing a piece for sale via a QR code that would be displayed in the dispensary. (While The Artist Tree does not currently display NFT art at its stores, Kinsbursky didnt rule it out in the future.)
It certainly has the capabilities to change a lot in how the ecommerce space functions, he said of the overlap between NFTs and cannabis.
But its too soon to tell.
Cannabis aside, the metaverse is blossoming into a major focus for tech companies in Los Angeles. From social media companies like Snap to entertainment giants like Disney, there are no shortage of players leveraging virtual reality to grow their businesses and expand how they interact with audiences.
Likewise, Hunter and other cannabis entrepreneurs hope that engaging with metaverse platforms can expand their brand awareness and ecommerce presence. In addition to launching a direct-to-consumer offeringfeaturing collectible NFTsin partnership with delivery company CampNova, CCC is building a dispensary in Cryptovoxels to display products from partner brands. In time, Hunter wants the virtual dispensary experience to mirror the real one, complete with a cultivation space where visitors can learn about the growing process.
As for cannabis consumers who may doubt the metaverses potential, Hunter believes a little skepticism is healthy.
I think theres every reason for them to be suspicious, and thats a great way to approach it, he said.
Im not trying to convince anybody. Were trying to create a community that earns its placeand hopefully well find folks who are open-minded, and theyll tell friends who are less open-minded and convince them.
