High Times, a media publication and events company dedicated to cannabis, is stepping into the world of licensing and consumer products.
The title has teamed with United Talent Agency in order to develop what it has billed as a ‘wide-ranging media, content, licensing and consumer products representation agreement.’
The first of its kind partnership for a cannabis-based business within the traditional, global consumer product scene will look to take High Times into new categories such as film and television as well as games and premium brand sponsorships.
UTA will help develop key relationships with studios, networks, digital publishers, streaming platforms, music artists and a number of media and entertainment entities.
“As the authoritative voice of authentic cannabis culture for more than 40 years, High Times remains committed to producing cutting edge content that educates, entertains, enlightens and inspires when I comes to marijuana,” said High Times chief operating officer, Larry Linietsky.
“High Times is proud to be aligned with UTA as we expand our leadership role in this fast-growing market.”
High Times head of content, David Bienenstock, added: “With society finally moving past the days of ‘Reefer Madness’ and into an exciting, new post-prohibition era, our partnership with UTA will allow High times to harness the creative acumen and media access of one of the world’s largest and most dynamic talent agencies in order to create feature films, scripted and unscripted TV shows, video content, apps, games and experiential programming that reflects our shared vision.”
For the past 42 years, High Times has covered almost every facet of the cannabis sector from marijuana’s impact on the economy to the expanding legalization movement. It has also developed its Cannabis Cup events series, including awards for the best cannabis strains and products, educational seminars, musical performances and exhibitions.