Ten-time Grammy-winning and three-time Latin Grammy-winning guitarist and longtime cannabis advocate Carlos Santana announced his partnership with Left Coast Ventures to develop premium cannabis and hemp CBD brands. Influenced by his Latin heritage, these lines will provide consumers with high-quality products designed to leverage the power of historical remedies and allow consumers to discover and follow their light.
“Cannabis is a window or a door to different awareness of consciousness,” said Carlos Santana. “It gives you the choice to perceive through a different filter of awakening and healing, the misperception of distance as an illusion, which keeps you from being centered in your essence-core. It helps you arrive at knowing, accepting and owning a quality of life that is being with joy!”
Since the late 1960s, Santana has become synonymous with his signature sound, a fusion of world music, rock, blues and jazz that combines the timeless quality of rhythm, melody, and inspiration that celebrate and define Latin music. Similarly, these brands will honor Santana’s heritage while incorporating his divine philosophies by identifying strains and products that promote the spiritual consciousness and wellness effects of cannabis.
Santana joins a stampede of musicians hoping to parlay their musical fame to sales of branded CBD products. In the fall, John Legend announced his pairing with Plus Products, which started as a THC brand but also produces CBD products. Willie Nelson has a THC line called Willies Reserve, but he has a CBD line called Willie’s Remedy.
The Santana THC cannabis brand is expected to launch the summer of 2020 and will be available in select dispensaries across California. The company said that the line will include flower and pre-rolls. The hemp CBD brand will launch the fall of 2020 and will include topicals with traditional formulations inspired by Santana’s own family.
Left Coast Ventures has launched cannabis brands with other iconic musicians, including Mind Your Head with Mickey Hart of the Grateful Dead and Marley Natural, a collaboration with the Bob Marley estate.
“We are excited to launch cannabis and hemp CBD brands that deeply respect Latin heritage and celebrate the unique light of every individual,” said Left Coast Ventures CEO Brett Cummings. “It’s a true honor to work with a dynamic legendary musician like Santana who has influenced millions through his music and shares our values and passion to legitimize the future of cannabis.”