Celebrity cannabis brands have become so common they comprise their own genre of the industry. However, that’s not to say they’re all worth smoking. Most of these brands aren’t really brands at all, and simply slap a celebrity moniker on a jar of white label flower (weed that is bought from another brand or grow then rebranded and sold). These kinds of celebrity brands function more as a way to capitalize off mediocre bud using a celebrity’s image than anything else.
Shavo Odadjian, bassist of the iconic 2000s metal band System Of A Down, had something else in mind when he founded his cannabis brand 22Red. With a hands-on, cannasseur approach to strain development and product execution, he’s setting a precedent for quality in a market that desperately needs it.
Odadjian’s journey with cannabis began before his years with System Of A Down, his late-90s/mid-2000s metal band that garnered three number one albums, a Grammy Award for Best Hard Rock Performance in 2006, and 40 million albums sold worldwide.
His first experience with cannabis occured, fittingly, at a rock show. “When I first smoked I was at a Guns and Roses/Metallica concert at the Rose Bowl,” Odadjian told Weedmaps. “I had never gotten high before and all these people were smoking in front of me, so I jokingly said hey man pass it!”
He continued, “I was just joking and trying to be funny with the guys I was with because none of us had ever smoked, but then they passed it to me. So it was kind of like that moment of truth. I took the hit, and nothing really happened. I was