Democracy is a way of governing which depends on the will of the people. The passing of time, socio-political factors, and changes in micro- and macroeconomics of said people's contemporary reality means that the rules we wish to live by are ever-changing and evolving to reflect societal progress. Amongst these are, often poster child-led, movements that challenge and influence said people's opinions via several media channels ultimately permeating what we deem legal and just as an overall society.

From condemned fringe use in minority communities and by jazz musicians through the 20s and 40s, to its heyday in the 60s and 70s era of Woodstock and Bob Dylan, only to be villainised again in the 80s and 90s, Cannabis has taken a long journey through the court of public opinion. After having seemingly lost its momentum, today, the public's perception of this plant is dawning a new era of acceptance (OSU Moritz College of Law, 2019). The development of a more quality regulated and standardised product, increased tax revenues for governments, job growth, decreased incarceration-related costs, investment opportunities all are powerful incentives to push for legalisation (Investopedia, 2024). Although the societal and economic benefits of legalising this plant for recreational use are known and its medical applications are actively being explored (several therapeutical drugs have already received FDA approval), many major outlets refuse to advertise products related or adjacent to this still somewhat infant industry (CDC, 2024).

Nonetheless 9 out of 10 Americans support Cannabis’ legalisation, and Germany’s legalisation of this plant suggests Europe too is reaching a tipping point (Forbes, 2024; The Guardian, 2024). This phenomenon is largely attributable to celebrity marketing. Several public personas, particularly in the arts and music industry, have openly embraced the use of Cannabis. From Louis Armstrong, to Bob Dylan and the Beatles; to Wiz Khalifa, and Cypress Hill many have used their art to bring Cannabis mainstream (OSU Moritz College of Law, 2019). The contemporary leading figure to this movement is unquestionably Snoop Dogg. Nominated by the internet as being the 'King of side quests' the 51-year old rapper has come a long way from his early beginnings in the Californian coastal city Long Beach. From establishing himself as a leading figure of 'Gangsta rap' (deemed by many the epitome of West Coast hip hop culture and an incredibly lucrative musical sub-genre) to taking on more corporate roles such as in purchasing the Death Row Records label, setting up Casa Verde Capital, and Leafs amongst other ventures. Also in developing unlikely partnerships such as with domestic art's doyenne Martha Stewart, several acting gigs, to being recently christened as the 'USA's unofficial Paris 2024 Olympic games mascot' (CNN, 2024). By unabashedly representing Cannabis culture in several diverse ventures, Snoop Dogg is essentially re-defining the set in stone (pardon the pun) cliché narrative associated with 'stoners'. While crazier things have happened, we remain hopeful that the industry's current trajectory will remain unaltered thanks also to the work of public figures and celebrity marketing. Our beliefs are expressed in our continued support of ventures in this promising industry. Our client, Materia Medica Processing, is working on providing better and more cost-effective solutions ultimately positively impacting patient access to this class of APIs.