This Hip-Hop Video Is Also a Clever Ad for Minority-Owned Cannabis Brands

Wiz Khalifa and Problem use a ticker to 'share the space' with cannapreneurs

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Hip-hop artists and cannapreneurs Wiz Khalifa and Problem dropped a new music video recently that does more than introduce a track called “4 the Low.” It also speaks out on social justice issues and uses its valuable onscreen real estate to promote Black- and Latinx-owned cannabis brands via unique product placement deals.

Top line

In a format that’s well-known to cable TV viewers but not so much in music videos, the duo’s clip features a stock price and news ticker at the bottom, highlighting issues central to the debate around cannabis policy in America and shouting out brands owned by people of color.

Between the lines

Rap songs and their videos have been jam-packed with brands since the genre’s earliest days, from Run-DMC praising their favorite kicks in “My Adidas” to Busta Rhymes telling his fans to “Pass the Courvoisier.”

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