The Massachusetts cannabis and music industries could face significant changes if voters approve Question 8 in the upcoming November 3 referendum, which would roll back some of the state’s current marijuana laws. The measure proposes banning non-medicinal marijuana sales and reducing the legal possession limits, potentially disrupting a decade-long relationship between local musicians and cannabis businesses.
The link between cannabis and popular music is longstanding, with references dating back nearly a century. Since Massachusetts legalized recreational marijuana in 2016, cannabis companies have frequently sponsored concerts and festivals, while some artists have even developed their own cannabis strains. However, Question 8 threatens this dynamic by potentially eliminating the legal marketplace for non-medical cannabis.
Boston hip-hop artist Dutch ReBelle, who also works as a business development strategist in the cannabis industry, warned that a passage of the referendum would impact many in the local community. “If it will be legal to possess but not to sell, it will be an easy way to get a lot of people in a lot of trouble,” she said, pointing out the vital role artists play in promoting cannabis-related events. ReBelle also described the cannabis industry’s instability, citing the recent closure of a cultivator that produced her personal strain.
Brandon Matthews, CEO of Showoff Marketing, a Boston agency serving clients in both music and cannabis, noted a growing uncertainty among artists seeking cannabis sponsorships. He highlighted the importance of advocating for the industry, which supports a broad ecosystem from event promotion to funding.
Cannabis brands have become integral to many Massachusetts music festivals, including Boston Calling and Levitate, through sponsorships and experiential marketing activations. Numerous venues, from large halls like MGM Music Hall at Fenway to smaller clubs such as Off the Rails and Bull Run, have negotiated sponsorship deals with state dispensaries. Lee Viliesis, executive director of the Lowell Folk Festival, said cannabis exhibitors helped fill a funding gap after a major corporate sponsor withdrew, with dispensary sponsorships now contributing about a quarter of the festival’s income from that revenue stream.
Despite polling indicating over 70% opposition to Question 8, the uncertainty surrounding the referendum has led to hesitancy in finalizing cannabis sponsorship agreements, according to Jake Boynton, a Boston touring musician and DJ who works with the cannabis industry. Boynton reported that many companies are delaying spending decisions and noted that oversupply and price drops have further constrained local sponsorship budgets.
The music community’s connections to cannabis extend beyond sponsorships. Brian Coleman, owner of Root For Us Records in Newton, purposely located his record store next to a dispensary, reflecting his belief in the overlap between cannabis consumers and music collectors. His store hosts events with DJs to raise awareness about the referendum, emphasizing opposition to renewed cannabis prohibition.
However, not all are fully supportive of the current marijuana legalization framework. Woody Giessmann, a Boston-based alcohol and drug counselor and drummer for The Del Fuegos, expressed concern about the minority of users who struggle with high THC potency or underlying mental health issues. Giessmann, who has authored a memoir on recovery and advocates for artists facing substance challenges, also cautioned against pushing cannabis users back into the black market, where product safety is unregulated and potentially dangerous. He recounted instances of clients exposed to harmful substances like fentanyl through illicit marijuana and recommended dispensaries as a safer alternative.
The Coalition for a Healthy Massachusetts, which supports a “yes” vote on Question 8, has cited worries about the effects of potent cannabis on young adults but did not provide further comment.
As Massachusetts approaches the referendum, the future of the symbiotic relationship between the local cannabis industry and music community remains uncertain, with significant economic and cultural implications hinging on the outcome.