How the indie rapper from The Bay found himself among the critical hip-hop kings, such as JAY-Z and Dr. Dr? Legal cannabis, a lot of hustle.
This week, former Forbes entertainment editor Zach O’Malley Greenberg was crowned the Hip-Hop Cash Kings of 2022, the annual highest-grossing list. Started in 2006. The first ever list was at her head Jay Z, who was reported to have made $34 million at the time. This year, he regained the lead with a much higher figure ($1.5 billion), along with the combinations of Forbes Diddy and Dr. Dre.
But one name on the 2022 list stands out like a green thumb: cannabis mogul cookies Berner, who rarely appears on Billboard, said he does not aim to play on radio. That’s because Berner doesn’t owe his fortune to tables or stadium shows. He got the bulk of half of Billy from his legal bud.
According to O’Malley Greenberg’s new report On the richest hip-hop artists, the fortune of the five highest earners in rap music is a combined $3.8 billion. Berner’s net worth is $410 million (just $10 million shy of that magic number). The cookie chief said he once rejected a file Offer worth 800 million dollars In the early days of the company. Now his estimated 30% stake in cookies and aggregate equity in dozens of other cannabis entities puts him among his music idols when it comes to net worth.
How did Berner rise to the top of the weed industry?
Berner still remembers when people only knew him as an independent rapper. Before he bid billions of dollars for cookies, he was a local artist who loved weed so much that he landed a day job as a young kid. Then he met Wiz Khalifa and signed up for his own record label.
Things have grown organically since then. And to complete the full circle, Berner was instrumental in helping Wiz launch the critically acclaimed Khalifa Kush brand in 2021, and cookies are still the go-to brand. Exclusive resource KK in Nevada and California. Among the other major partners is the rap giant Rick Rossand retired NBA star Gary Paytonwhose self-titled genre is a bestseller to this day.
“My cookies have gone beyond,” Berner said proudly when asked about his multi-country operation on The Bootleg Kev Podcast last year. “People know what cookies are and they don’t know me. This is amazing.”
Without the mainstream platform of hit songs or streaming, Berner still finds a way to carve out the valuable intersection between pop culture and pop culture at the highest levels. Even Curaleaf, and The largest cannabis company In the world According to market valueThey can’t draw the lines or the viral hype that cookies bring to every market where they first appear.
While Dr. DreAnd the Cyprus plateauWiz knows exactly how to top the charts with music related to weed bombs, and Berner has mastered the art of cultivating and distributing the chronicle that resonates with the industry’s most engaged users.
Don’t sleep on Berner’s music, it’s more than just a hustle
“I don’t want to be big. His success in legal cannabis now protects his creative freedom as an artist,” explained Berner in 2021. Taking advantage of the freedom, Berner added to his prolific music catalog this week, dropping a new album titled Fromseeds for sale Before Big Cookies appeared in a hip-hop storefront in New York City.
Last year, Berner joti The album included an unreleased soundtrack from alleged New York crime boss John Gotti, with his family’s blessing. It also included rap legends like Rick Ross, Future, Jadakiss and Styles P. Collaborations are a dream for any indie rapper, but they’re also key to their cookie marketing strategy. With so many artists fantasizing themselves as cannabis connoisseurs, the cookie brand is a status symbol and a great resource.
Networks are featured in Brenner’s 2021 Spotify Envelope Report, with 8.2 million fans enjoying nearly 100 million streams from its prolific catalog. With over 40 independent albums and plans to drop the new cookie genetics into 2080, Berner still has a lot to teach the world about green farming on your own terms.
In the 2000s, the advent of streaming data legitimized rap’s place in popular culture, creating billionaires from leaders like JAY-Z and Dr. Dre. Legalization of cannabis now popularizes the plant in a similar way, with cannabis now classified as the fifth most expensive crop in America, employing half a million people. Tycoons like Jay and Justin, Diddy’s son, are seeking to enter the legal weed field with their premium brand products.
The value of the cannabis culture heritage platform
Includes Berner Cannabis Family Tree Young LB (Leafly Head of Marketing 2020 dynasty yearRoentz), Wiz Khalifa (who Khalifa Kush brand It was originally supported by Berner), the old operators of New York City’s Harlems Branson And the Luca Braziand both are working closely with Berner to obtain licensing at The Big Apple.
Through projects like Cookies U and partnerships with legacy operators across the country, Berner is sowing seeds that will generate huge returns for decades to come. He could have cashed in years ago, if money was his only motive. Instead, he’s kept in control of his own processes, using them to empower others, while pushing the creative boundaries of the industry at every turn.
Counting cookie wins 2022
The lifetime of the so-called ad cookies is one of 2021 best brands in any industry, making it the first cannabis brand to receive this honor. And arguably 2022 was the best year for cookies so far. Berner Forbes covered, as the first cannabis owner to do so. and the Cleo Awards Honored Until Leading marketing for the company.
Before a store opened in New York on Sunday, cookies already cut the strip on a 10,000-square-foot pharmacy in Beersheba, Israel, in June. The brand was also launched in new markets such as Michigan, New Jersey and Florida, and continued its multinational expansion by entering Thailand.
According to O’Malley’s report, Cookies sells “70 strains of weed and 2,000 different marijuana-related products across its 48 stores in seven countries and 20 states.” The brand is the foundation of Berner’s fortune due to its unique business structure. According to O’Malley Greenberg, this arrangement could one day allow Berner to “purchase local partners and create a single multi-billion dollar cannabis conglomerate.”
“With the legislation reaching more and more states — and eventually possibly the entire United States — it is in a unique position,” O’Malley Greenberg said. “If it becomes federal, and the market wants to see us with all these stores and production, we’re going to rotate it all,” Berner explained to O’Malley Greenberg earlier this year. “So we’re getting what these other companies are doing without having to put in our own capital.”
But Berner’s biggest win this year was due to colon cancer. He was diagnosed last fall but has since said he is in remission, and has stated that he wants to raise awareness of cancer while making medical resources more accessible.