Chances are you’ve been high and listened to Jimi Hendrix at least once – my personal favorite is Axis: Bold as Love’s “Little Wing.” Hendrix is better known for “Hey Joe,” “All Along the Watchtower,” and of course his version of “The Star-Spangled Banner” at Woodstock in 1969. Hendrix died of an apparent accidental drug overdose in Notting Hill, England, in 1970 after taking eighteen times the recommended dose of a friend’s Vesparax sleeping pills. “Nutritional High International, Inc. (NHI) has announced that it is releasing a Jimi Hendrix-based brand of cannabis that will use his likeness and song titles in order to market its products to the public. The announcement came on the heels of Bob Marley’s cannabis brand (Marley Natural), and that of his brother, Julian Marley (Juju Royal) in 2015. Several other celebrities have cannabis brands, as well, and the numbers are growing rapidly. So how did a dead celebrity become the face of a modern-day cannabis brand, and how exactly does that work? Let’s take a look.
NHI is Toronto-based, and the first cannabis edibles banner it will market under is “The Edible Experience,” including “Purple Haze” (of course), and “Stone Free,” a CBD health products line. Hard candy, energy drinks, health drinks, and gummy bears are also planned. In partnership with Purple Haze Properties (a company owned by Jimi’s brother Leon Hendrix), edibles named “Jimi’s Cannabis Collection” will also be released, along with dried cannabis leaves and Hendrix-brand cannabis cafes in various U.S. states.
The short answer is yes, but his official company representation is not. According to Experience Hendrix, LLC., the official company that handles Jimi’s estate and is controlled by his family, they are not involved in the cannabis brand in any way. The company will see the all-star guitarist tour in 2016, which will include 27 performances in more than two dozen cities by famous guitarists like Buddy Guy, Dweezil Zappa, Kenny Wayne Shepherd, and Keb’ Mo, all playing homage to Jimi.
Purple Haze Properties’ Jimi’s cannabis products include infused olive oil, kale chips, popcorn, jam, peanut butter, canna-chews, breakfast bars, kief jerky, beer, energy drinks, hash honey, and medicated throat spray. A company called Jimi’s Meds in West Hollywood is also partnering with Cannabis Science for a line of CBD and THC capsules. This is only the beginning for celebrity-based cannabis lines, but the best way to pay homage to Jimi would be a real, working cannabis guitar, in my opinion. Let’s see if NHI can market that. There’s no question of whether Jimi Hendrix would have approved of legalization; The Daily News quoted him as saying, “I tell you when I die I’m going to have a funeral. I’m going to have a jam session. And, knowing me, I’ll probably get busted at my own funeral.” Hendrix also famously said “Anybody should be able to think or do what they want as long as it doesn’t hurt somebody else.” Too bad he isn’t here to see the end of marijuana prohibition.