Two-time Grammy-award winning artist Future is back in the cannabis space with Evol. Carma HoldCo announced on April 14 its partnership with Future to launch Evol, Future’s line of cannabis products made with delta-8 and delta-9 THC, as well as CBD, launching May 2023 in stores across California.
Future, along with President and Chairman of Carma HoldCo, Chad Bronstein, discussed the new venture with Emmy-award winning journalist Ari Melber, host of MSNBC’s The Beat on April 14. CarmaHoldCo is behind Future’s brand, Mike Tyson TYSON 2.0, and Ric Flair’s Ric Flair Drip. Beyond music, entrepreneurship is at the core of Future’s skillset, but he’s still evolving.
“I’m still growing and improving as an artist,” Future tells High Times. “But I’m also an executive and an entrepreneur too. And just like when I’m in the studio, I’m consistent with everything I do. So this is an extension of that. And for me this is about building, having a hunger for more, inspiring people, and giving the people what they want while showing people you can achieve your dreams.”
Future filed trademark applications a few months ago. The brand was named after Future’s 2016 fourth full-length studio album Evol, which showcases some of his best work. He’s earned recognition over the years. Billboard, for instance, named Future number 35 in its definitive list of the 50 Greatest Rappers of All Time. GQ, on the other hand, called him the ”best rapper alive”.
“Evol was about timing,” Future says. “I’ve had offers before. But this is different. Evol is about longevity, consistency, hard work, and having a quality product to share with the culture. And it’s got to feel natural. And I’m having fun with it too. And it’s a blessing to be here.”
Author: Benjamin M. Adams / High Times
