By Jon Hiltz
In a move that might be the biggest thing for weed in entertainment since Seth Rogen showed up in Hollywood, High Times has now signed themselves an agent. After 40 years of selling their print magazine, the publication has now effectively sold their soul, and it couldn’t be better for the cannabis/media landscape.
The company that snagged the pot periodical is a major Hollywood firm known as United Talent Agency (UTA). They handle an enormous list of interests across the entertainment business that include major stakes in music, sports, television and film. In the case of High Times, UTA is also known for repping corporate brands in all of these areas.
A deal of this nature for any company in the cannabis industry could not be a better scenario for pot enthusiasts the world over because history has shown time and again that the quickest way to normalcy in society has always been through our media and entertainment. It has also been the quickest way to vilify something (we’re looking at you, William Randolph Hearst).
When marijuana is finally represented in the media as a legitimate corporate sponsor of major entertainment, it will help spread legalization around the world like a forest fire. Some would argue that it’s fitting High Times is the first official cannabis client for a major Hollywood agency, as they were one of the pioneers who helped push the boundaries of marijuana acceptance, back when it could land you a jail term. No doubt, this will lead to other major cannabis companies finding representation on the global media landscape.
The Hollywood Reporter stated that UTA will represent the magazine across film, TV, digital, consumer product licensing, games, and premium brand sponsorships. That means big corporations are going to start making millions of dollars from the cannabis industry, and they’re not even selling cannabis. At least, not directly.
The magazine has also recently made deals with the data firm New Frontier and an advertising agency called Sparks & Honey, to give them the straight dope about ongoing media coverage involving weed.
This news comes on the heels of several new television series being developed about cannabis, including Humboldt starring John Malkovich which is being produced by Sony and Disjointed starring Kathy Bates from the creator of Two and a Half Men, as well as a list of others.
