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Notorious B.I.G.’s Son Pays Tribute to His Dad With Cannabis Brand

C.J. (Christopher Jordan) Wallace, son of the late, legendary rapper Notorious B.I.G., recalls feeling a flush of pride as he moved to Los Angeles as an eight-year-old. As he and his mother, singer Faith Evans, listened to LL Cool J’s classic “Going Back to Cali,” he recalls, “I can remember feeling proud, knowing he always wanted to move here.”

C.J. has worked as an actor, playing his young father in the 2009 biopic “Notorious” and working in films like “Everything Must Go” and “Kicks” as well as the TV series, “Scream.” And his latest venture is related to his dad’s legacy as well: the cannabis brand Think BIG, a partnership with the brand Lowell Herb Co., with a pre-roll pack dubbed “The Frank White Creative Blend,” named after the Christopher Walken drug-dealer character in Abel Ferrara’s “King of New York,” It was an alter ego adopted by his father and first heard on “The What,” a track from BIG’s 1994 classic “Ready to Die.” The company will produce cannabis products —such pre-rolls, vapes, gummies, apparel, stationary, pens and more.

“Cannabis is something I’ve always been connected to, even at a young age,” he explains, adding that Think BIG was “born of a shared mission for social justice and a fundamental goal to herald in a new era where cannabis is no longer considered contraband, but a catalyst for creativity.” As part of their goal, a portion of the proceeds will be donated to the Prison Arts Project, which is dedicated to providing arts instruction for the incarcerated, with the goal of positively influencing their views on themselves and the world around them.

Wallace was inspired by stories of his dad writing in journals while jailed on marijuana-possession charges, planting the seeds of his successful career as a rapper.

Mack, who saw the benefits of medicinal marijuana in treating AIDS patients, says, “We want to remove the stigma and the lies surrounding cannabis by having a larger conversation around what the plant has done, can do and how we should interact with it.”

To Read The Rest Of This Article By Roy Trakin on Variety Magazine

Published: April 16, 2019

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