Dope as Yola

Editor’s note: This article was originally published on Forbes in September 2024. It has been updated in May 2025 to reflect new milestones, metrics and brand expansions. "I never thought long-form content would be something I would fall in love with," says Thomas Araujo, better...

“I recently got deleted off Instagram, again. I had about 4.1 million followers. My Snapchat was number two in the country, not just for cannabis, but in general: It was Kylie Jenner, me and Cardi B. And then they deleted that also. But in terms of sheer numbers online, my watch time is...

Many brands often struggle with figuring out what young people like. Fortunately for cannabis companies, a new report out of strategic advisory studio Headquarters (HQ) has some answers. According to the HQ Cannabis Brand Affinity Report, hip-hop, R&B, fashion, social media influencers...