At the recent Cannabis Market Spotlight: California event in Anaheim, DJ Saul, CEO of B&Y Ventures, shared his perspective on the role of genuine connections in celebrity-backed cannabis brands. Representing Khalifa Kush, the cannabis line co-founded by Wiz Khalifa, Saul spoke about how an authentic brand connection can set companies apart in a competitive industry.

Building Trust Through Authentic Branding

"Khalifa Kush has the most authentic celebrity story in the space," Saul said, suggesting that this foundation has helped the brand resonate with consumers who value a true connection between the brand and its namesake.

Unlike many celebrity-driven ventures, Khalifa Kush reflects Khalifa’s personal values and public image, building a sense of trust and relatability with fans and customers.

Lessons from the Industry

During the panel, Saul also pointed to Planet 13's approach to celebrity involvement as a meaningful example. Lee Fraser of Planet 13 described their focus on bringing celebrity partnerships to life in real, engaging ways. Saul agreed that this approach helps create a strong and genuine connection with audiences.

Reflecting on audience reactions during the discussion, Saul noted that "a lot of heads [were] nodding out there," indicating broad agreement among attendees about the importance of real connections in brand development.

Saul's comments highlight an approach that many in the cannabis industry are now focusing on—authentic celebrity-driven branding that goes beyond mere endorsements.

Khalifa Kush's model suggests that genuine, aligned involvement from a brand's celebrity founder can foster loyalty and credibility, distinguishing it from others in the field.

Image: Wiz Khalifa Duki