Martial arts aficionados and rap music lovers will recognize the presence of the Wu-Tang Clan, one of the most respected hip hop groups in the industry. Spearheaded by RZA (who recently received acclaim for his directorial debut of Man with the Iron Fists), the Clan recently reunited in Canada to perform an all-access concert that was completely free to the public, as part of a promotion through HEXO Corp. (a production company in Quebec). Formerly Hydrocatherapy, the company has a very peculiar agenda: promoting the legalization of Cannabis through live shows. As part of their effort, HEXO is bypassing Canada’s rigorous restraint on cannabis advertising. Let’s take a closer look at how Wu-Tang played a role in this event and what Canada’s laws specifically enforce.
Music and Marijuana
HEXO Corp is not the first company to attempt to bypass its country’s standards. Other groups like Canopy Growth Corp have promoted artists Kendrick Lamar, while the Aurora organization has also provided all-access concerts (more specifically for Post Malone).
Recently, HEXO’s Director of Communications specifically stated that the entire purpose of the company’s free concerts is to bring artistic people into their inner circle. Simply put, the Wu-Tang Clan serves as an operation (or a poster child) for harmless promotion. However, HEXO does require proof of age and identification so concertgoers can receive free tickets. Overall, the all-access concerts also serve as a means of consumer research. Nevertheless, Canadian government officials are still concerned about this situation.
Canada and Cannabis
In the same manner as promotional materials for tobacco, Canada has enforced strict laws over advertising and marketing cannabis products. At this time, the country’s laws prohibit:
- Promoting cannabis through ads that are appealing to children and teens
- Selling cannabis products in colorful or entertaining packaging that could attract children and teens
- Offering cannabis products in public vending machines or displays
- Promoting the sale and use of cannabis, overall
Failure to cooperate with these laws can result in a $5 million fine or a total of 3 years’ imprisonment.
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