Exclusive Interview with 22Red CEO Harry Kazazian
Cannabis lifestyle brand 22Red is backed by the creative vision of System of a Down bassist Shavo Odadjian. CEO Harry Kazazian spoke with New Cannabis Ventures about the process of building a creative team, a slow and steady approach to growth and exciting opportunities ahead. The audio of the entire conversation is available at the end of this written summary.
A Team of Creatives
22Red was founded by Shavo, Mike Basteguian and Sean Oganesyan. Shavo brings his background as a musician to the company and approves all products that the company rolls out, flying to each state 22Red has operations in to talk to the people selling those products. Basteguian focuses on the apparel side of the lifestyle company’s business, while Oganesyan leverages his expertise in genetics and growing cannabis.
System of a Down Bassist Shavo Odadjian is an Important Part of 22Red’s Creative Voice.
The three co-founders had a great vision, but they needed someone to translate that vision into a business, which is the role Kazazian plays. He met Shavo years ago through the System of a Down drummer. Though an executive with experience building a company from the ground up and taking it to north of $100 million, Kazazian is no stranger to the arts. He played music in the LA club scene and carried that love of music throughout his career.
When putting together the team at 22Red, Kazazian is looking for people with a similar passion for the arts, whether it is music, painting, graphic design or any other form. For example, the company’s current head of sales is a musician, and he reached out to the 22Red because of his interest in the brand. A love of art and a passion for the brand are