A Billionaire Is Trying To Take Cookies From Berner | LMC Media — Transcript

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1. 0:00What Berner and Cookies created was
2. 0:01insane. I mean, it's literally
3. 0:03legendary.
4. 0:04>> The largest cannabis empire that we've
5. 0:06seen that spans streetwear.
6. 0:08>> Really, he's like one of the godfathers
7. 0:09of modern-day cannabis branding.
8. 0:11>> Cookies, they have like 200 plus
9. 0:12partners.
10. 0:13>> Partnerships are tough with just one
11. 0:14person.
12. 0:15>> There's pretty much a billionaire who is
13. 0:17coming after him and doing everything in
14. 0:19his power to oust him in every which
15. 0:22way.
16. 0:23>> The highest levels of cannabis [music]
17. 0:25culture, the people, the conversations,
18. 0:27the access, first smoke of the day.
19. 0:30>> I first found him
20. 0:33by looking at documentaries. These
21. 0:35documentaries with Berner were popping
22. 0:37up about Seed Junky, about rivalries,
23. 0:40about competitions, about bad business,
24. 0:42about good business.
25. 0:44And also a lot of stuff that takes a lot
26. 0:47of research and is not easy to uncover
27. 0:50or expose or however you want to put it
28. 0:53that way. But, I want to start with
29. 0:56the Berner situation
30. 0:57>> Yeah.
31. 0:57>> that you had about First, you started
32. 1:00basically going into the Berner
33. 1:01situation and how he built Cookies.
34. 1:03>> Yeah.
35. 1:03>> That's one doc. And then you went into
36. 1:05the Berner situation with Seed Junky.
37. 1:07>> Yep.
38. 1:08>> Can you talk about your perspective and
39. 1:10some of the stuff that you learned while
40. 1:12making the the rise of Cookies doc and
41. 1:15then also going into now the business
42. 1:16deal side?
43. 1:18>> Yeah.
44. 1:19Um I think it's interesting like when
45. 1:21you start as like a regular, you know,
46. 1:24fan or, you know, fan of of the brand of
47. 1:26Berner
48. 1:27um or of any brand, it's not just for
49. 1:28Berner, this is for anybody I've
50. 1:29observed from the outside, you know, you
51. 1:32And I'm not like saying I'm in embedded
52. 1:33inside of Cookies or or anything like
53. 1:35that, but I
54. 1:36the beginning of when you start very
55. 1:38different from where you're at once you
56. 1:40really start to see, you know, the uh
57. 1:43the curtain pulled, you know, pulled
58. 1:45away.
59. 1:46And it it's just
60. 1:48um
61. 1:48>> In what way?
62. 1:49>> In what way? In what way? You start to
63. 1:51know like you start to figure out a lot
64. 1:52of details. You start to figure out a
65. 1:53ton of things and in anything
66. 1:56once you figure out details, there's no
67. 1:58mystique to it. There's also no, um,
68. 2:01of course everyone makes mistakes,
69. 2:03right? You're And so if you're really
70. 2:04embedded and you see all the different
71. 2:06mistakes and, you know, it could change
72. 2:08your mind in some regards, but also not.
73. 2:10I don't know. It's kind of weird. Not
74. 2:11really explaining it that well, but
75. 2:13>> But as you start to go, okay, how cuz
76. 2:15it's interesting perspective cuz you
77. 2:17have you do a lot of research, so you're
78. 2:19going, okay, this person built at this
79. 2:21time that you did this doc, the largest
80. 2:23cannabis empire that we've seen that
81. 2:25spans streetwear. And I loved how you
82. 2:28dove into that where that's almost like
83. 2:30the infiltration factor of a business.
84. 2:33And then you talk about how that gets
85. 2:35embedded first because it's an easier,
86. 2:38um, shipment across the worlds and it's
87. 2:40also easier for people to support that
88. 2:42way. It's lower cost It's It's a bunch
89. 2:44of things. And then now the flower map.
90. 2:46>> Yeah, 100%.
91. 2:48>> Yeah, so one thing I just love to do,
92. 2:50I've always loved to do this, but for
93. 2:52some reason I love to observe people and
94. 2:54this is how I got to start out the
95. 2:55beginning where, you know, I couldn't
96. 2:56get a hold of Berner. I couldn't get a
97. 2:57hold of anybody.
98. 2:59You know, Ivan was the first one that
99. 3:00like really reached out to me, but I
100. 3:02love to observe businesses and break
101. 3:05down and see like, what are they doing?
102. 3:07Like they made it They might They may
103. 3:08not even realize consciously what
104. 3:10they're doing, but let me analyze the
105. 3:12strategies that they utilized
106. 3:14and let's break that down and let's
107. 3:16analyze it. Let's dissect it and then
108. 3:17let's see if other folks can maybe take
109. 3:19it take, you know, steal this or that
110. 3:21from different companies and put it into
111. 3:22their own, you know, um,
112. 3:25own toolkit and then build something,
113. 3:26you know, amazing. Uh, that's kind of
114. 3:28the basis of all of the media that I
115. 3:29really have done.
116. 3:31But, um,
117. 3:32you know, with
118. 3:33with Cookies like like like I said, with
119. 3:35that one, you know, I was from the
120. 3:36outside.
121. 3:38I loved observing and I observed just a
122. 3:40bunch of really, really interesting
123. 3:41stuff and, you know, I think that
124. 3:46the what Berner and Cookies created was
125. 3:48insane. I mean, it's literally
126. 3:50legendary. I mean, it's legendary in the
127. 3:52sense where uh, I don't think there's
128. 3:54going to be The timing was so perfect of
129. 3:56it all, too. Like the perfect amount of
130. 3:58time where it's still illegal, then it
131. 4:00gets legalized. There's also the hype
132. 4:02like the brand.
133. 4:03The the first kind of iteration of brand
134. 4:06Really, he's like one of the godfathers
135. 4:07of modern-day cannabis branding, right?
136. 4:09>> Very cultural at the time, too, in
137. 4:11songs, in music, linked with Berner. I
138. 4:14mean, linked with Wiz, sorry. Uh on with
139. 4:16Currensy, like in that smoke culture,
140. 4:18Smoke DZA, all these guys at that same
141. 4:21time.
142. 4:22>> It was perfect timing. I mean, also like
143. 4:23I say a big I think a big thing that's
144. 4:25undervalued with this, and I'll I'll
145. 4:26come back to the point that you that you
146. 4:27asked here, but a big thing is like, you
147. 4:30know, growing up, I watched a lot of the
148. 4:31day-to-day
149. 4:33uh vlog series from Wiz. And And I don't
150. 4:36think people understand how big that
151. 4:38series is.
152. 4:39There's so many of those episodes, but
153. 4:41there's a famous There's like this era
154. 4:42of those vlogs where I was in middle
155. 4:44school, and I'm watching,
156. 4:46you know, Juicy J, Wiz, and then Berner,
157. 4:48you know, would be like, you know,
158. 4:49another character that would come in,
159. 4:51but they're, you know, they got Bombay,
160. 4:52they got they got uh they're they're
161. 4:54rolling up fat, you know, Dourings, or
162. 4:56whatever. That right there, I think,
163. 4:58influenced an entire generation of
164. 4:59people, and cuz people watched that. And
165. 5:01that's a big reason why I think Wiz was
166. 5:02so big, right? But the fact that Berner
167. 5:05was a part of that, like I remember the
168. 5:07clip when I watched way back in the day,
169. 5:08he walks onto the stage with the big
170. 5:09weed plant, right? Like
171. 5:11that was key, I think, for in so many
172. 5:13different ways for him uh cuz it really
173. 5:16it it really heightened his um
174. 5:19his
175. 5:20uh
176. 5:21you know, awareness in the the Gen Z I'm
177. 5:23like the very last year of millennial,
178. 5:25first year Gen Z, so I'm born '96. So,
179. 5:28I'm [snorts]
180. 5:30I think for a lot of like that era of
181. 5:31the Gen Z, you know, millennials,
182. 5:33Berner has become a, you know, was it
183. 5:35was like the weed person, right? And
184. 5:36then obviously I listened to his music
185. 5:38as as well.
186. 5:39>> And what do you think the key was to be
187. 5:41able to take Cookies from a clothing
188. 5:44company that you've done and to what it
189. 5:45is now or what it was when it was at its
190. 5:47peak.
191. 5:48>> I think a lot of it was happen to be I
192. 5:50mean there's so much luck involved not
193. 5:52to take anything away from Berner or
194. 5:53anything, but it happened to be the
195. 5:54right place the right time with the
196. 5:55right person. Like Berner is first of
197. 5:57all, if you ever meet Berner, he's like
198. 5:58one of the most
199. 5:59nicest people ever. Very like he's
200. 6:02charming. He'll charm you. Like he's
201. 6:03like a he's he's very good at, you know,
202. 6:06getting you to like him. He's a he's
203. 6:07very down-to-earth guy. Um
204. 6:10I think he also has the Bay Area hustle
205. 6:11in him, right? Where, you know,
206. 6:14the independent route. He doesn't need
207. 6:15to have all, you know, he can build his
208. 6:17own his own route, right? Um
209. 6:20I I think like I said it's it's so much
210. 6:22there's so many factors that go into him
211. 6:24like culminating to this. Like really
212. 6:26there is a big amount of it
213. 6:28is like luck, right? That's with any
214. 6:29success though. You know, you don't make
215. 6:31>> Timing is a factor, luck is a factor,
216. 6:33relationships is a factor,
217. 6:35uh your idea is a massive factor. Like
218. 6:38it's like literally a checklist almost
219. 6:40like what what is good weed. It's a
220. 6:42checklist. It's the same thing with like
221. 6:44when something blows up that big
222. 6:46>> Mhm.
223. 6:47>> uh and people talk about like what does
224. 6:48a billion dollar company look like at
225. 6:50its peak.
226. 6:51>> Mhm.
227. 6:51>> I yeah, timing and
228. 6:52>> It's divine intervention in some regards
229. 6:54cuz it's like the right person like
230. 6:55there's no one really else that could
231. 6:56have done that like Berner I think at
232. 6:58the time. Like there's no one that's
233. 7:00positioned well enough cuz he was never
234. 7:02like big that big in music. I listened
235. 7:03to his music, right? Um
236. 7:05you know, in middle school high school.
237. 7:07But he wasn't like that big music wise,
238. 7:09but he was just big enough where you had
239. 7:10that brand as like the weed guy, right?
240. 7:13>> When you get to sit down with him
241. 7:14>> Yeah.
242. 7:14>> on the doc I saw where you guys are on
243. 7:16Couchlock Network and you guys are
244. 7:17hanging out and you do you basically
245. 7:18[clears throat] sat there.
246. 7:19>> I don't know about Couchlock What do you
247. 7:20mean Couchlock Network? Is that
248. 7:21>> Wasn't that the set you were on? It was
249. 7:23like the two chairs.
250. 7:24>> It's like the thing that he used to do.
251. 7:25>> Oh oh his yeah yeah yeah yeah yeah
252. 7:26at his um at this facility.
253. 7:27>> Studio, yeah.
254. 7:28>> Yeah yeah yeah.
255. 7:29>> Is there stuff that you're realizing
256. 7:31that we don't see on camera?
257. 7:33>> Of course.
258. 7:34>> Like what?
259. 7:35>> Um
260. 7:38I think what Berner is is Berner is
261. 7:40first of all loves cannabis to a crazy
262. 7:43degree. Like real deal. Like he's one of
263. 7:45us. He's like from the culture actually
264. 7:47and people like you know like to hate on
265. 7:48that but no, he's definitely one of us.
266. 7:49He actually
267. 7:50He represents us to be honest and so if
268. 7:52you ever if he ever gets ousted from his
269. 7:54company like realize that's a big hit
270. 7:55for us as the culture cuz he's really
271. 7:57one of our representatives as much as
272. 7:59people, you know, that like to hate on
273. 8:00him would would hate for me to say that
274. 8:02but it's true. I mean it's the honest
275. 8:03truth.
276. 8:04Uh
277. 8:04>> He had a head stash box when he came to
278. 8:06do the podcast he showed up
279. 8:07>> a real real Yeah that. I think also he's
280. 8:09an amazing
281. 8:11um
282. 8:12you know, promoter. Amazing. He also
283. 8:14loves, you know, great at selecting
284. 8:16different, you know,
285. 8:17different different, you know, phenos
286. 8:19whatever different strains um different
287. 8:21flavors.
288. 8:23Really good at like just presentation
289. 8:24all that.
290. 8:25But the back end stuff is where other
291. 8:27people come into play and I think that
292. 8:30that is
293. 8:31you know, where some of the stuff has
294. 8:33maybe gone wrong. And so
295. 8:35um amazing promoter, amazing, you know,
296. 8:38he like I said I did a video about this
297. 8:39the other day. Everything that he's ever
298. 8:41for the most part almost like 80 or 90%
299. 8:43of everything he's since like 2010 or
300. 8:45something
301. 8:46everything that he's promoted right off
302. 8:48the bat
303. 8:49it it does really well. It pops off,
304. 8:51right? Now then
305. 8:53what comes after that, right? Is it you
306. 8:54have to bring in managers, different
307. 8:55people to come in and that's where you
308. 8:57can have a lot of problems. So
309. 8:59he's I mean yeah he's one of a kind,
310. 9:01he's a legend and mad respect for him
311. 9:03and one thing is, you know, I think
312. 9:06he got hip to like how to deal with
313. 9:08media with me I think and other people
314. 9:09as well over the years cuz you know,
315. 9:12it's definitely a skill like with people
316. 9:13dealing with with us, right? Like
317. 9:15the smartest thing to do is to just
318. 9:17actually have an open line of
319. 9:18communication.
320. 9:19Right? Cuz if I have an option to like
321. 9:21communicate with you
322. 9:23then I'm going to be able to ask you is
323. 9:25this, you know, this that and you're
324. 9:26going to have a little bit of a chance
325. 9:27to you know, tell your tell your truth,
326. 9:29right?
327. 9:30You know, when you don't have open
328. 9:31communication, you know, it's I'm just
329. 9:33going to do it. That's That was the big
330. 9:34thing with me is I just didn't need
331. 9:36permission. I'm going to I'm going to
332. 9:37cover it regardless. So, I don't know.
333. 9:39Sorry I'm talking in a kind of a
334. 9:40roundabout way with everything, but
335. 9:41[laughter] I just I'm I'm just like not
336. 9:42really sticking with the
337. 9:44>> Yeah, no, dude. It's
338. 9:45I'm looking for your perspective because
339. 9:47you have an insider's perspective on a
340. 9:49lot of this. Not only because you've
341. 9:51been in these rooms, but you you're like
342. 9:54I I I always joke with people. Have you
343. 9:55seen Trap Lore Ross? Like I joke with
344. 9:57that because I compare you to him as far
345. 10:00as just your storytelling and you being
346. 10:03able to present it in a way that's super
347. 10:05palatable for the average person who
348. 10:07doesn't even care about weed.
349. 10:08>> Yeah, I mean if you want to I'll give
350. 10:10you okay. I'll give you like this on O
351. 10:11Burner, right? If you really want to
352. 10:12understand what's currently going on or
353. 10:14what the overall story is right now is
354. 10:15that uh
355. 10:17there's people with him that, you know,
356. 10:20might have made some bad moves, but
357. 10:22there's pretty much a billionaire
358. 10:24who is coming after him and doing
359. 10:27everything in his power to oust oust him
360. 10:30um in every which way. And there's a lot
361. 10:33of different things that come from that,
362. 10:34but it's really
363. 10:35you know, stems from that. And I mean
364. 10:38it's
365. 10:39uh
366. 10:40it's
367. 10:41he's going up against a billionaire.
368. 10:42Like I said, you know, so hopefully that
369. 10:44all turns out well. Um but it's we
370. 10:47learned so much though from that
371. 10:48situation, right? Like that's one of the
372. 10:50big things we learned about. Like okay,
373. 10:52like for example, the licensing deal,
374. 10:54right?
375. 10:55>> [sighs]
376. 10:55>> Do you want to go really really fast and
377. 10:57license out and have a bunch of
378. 10:58different partners? Cuz I think Berner
379. 11:00had
380. 11:00Cookies they have like 200 plus
381. 11:02partners, right? And so that's so many
382. 11:04people to deal with. And if anybody
383. 11:07could do it, it'd be somebody like
384. 11:08Berner who
385. 11:09one thing too you got to realize his
386. 11:11work ethic is ridiculous, right? There's
387. 11:13a bunch of things. He's a very good
388. 11:14people person, work ethic ridiculous.
389. 11:17You know, that's usually a pretty good
390. 11:18combination for success. But managing
391. 11:20all of those different relationships and
392. 11:23then having people that are supposed to
393. 11:24manage them as well
394. 11:25maybe do some stuff that maybe isn't the
395. 11:27smartest.
396. 11:28>> I couldn't imagine 200 part It's
397. 11:30partnerships are tough with just one
398. 11:32person.
399. 11:32>> Yeah.
400. 11:33>> Obviously, you know, and so it's like
401. 11:35Yeah, man. Wow. Okay, perspective is
402. 11:38everything. It's interesting to hear
403. 11:39this.
404. 11:40>> There's a lot I don't think a lot of
405. 11:41people know this though. No, there's
406. 11:42there's a real deal billionaire that's
407. 11:44coming after after him and I don't
408. 11:45really know that I mean I don't really
409. 11:46want
410. 11:47>> Allegedly.
411. 11:47>> Allegedly, right? But
412. 11:50um
413. 11:50Yeah, he's going up against that and
414. 11:51there's, you know, and they're they're
415. 11:53definitely they definitely made
416. 11:54mistakes. He made mistakes for sure, but
417. 11:56>> I think it's going to be a good learning
418. 11:57experience cuz you see Doja going
419. 11:59through some stuff right now.
420. 12:00>> And I know all about that too, dude.
421. 12:02I've been I have talked to both sides of
422. 12:03that Doja stuff. Yeah, yeah, yeah, yeah.
423. 12:06Yeah.
424. 12:06>> So so this is why you have unique
425. 12:08perspective.
426. 12:09>> I had dinner with with with homie uh
427. 12:11when I was in Sacramento
428. 12:12with uh with Brett, yeah. Yeah.
429. 12:14>> Can you give us a little perspective on
430. 12:16what's going on? Cuz like that's what
431. 12:17I'm saying, most people only hear the
432. 12:19highlights. They see the post. They
433. 12:21don't know like well, why would he have
434. 12:22his trademark
435. 12:25in the first place? And then you
436. 12:27immediately assume the worst.
437. 12:29>> Yeah, I mean regardless, Ryan, he knows
438. 12:32I mean I don't I don't want to speak for
439. 12:33him, but I think he knows he messed up
440. 12:34in the sense where he should have that
441. 12:35trademark.
442. 12:36I was like you're you're leaving
443. 12:37yourself vulnerable. I know like and I'm
444. 12:39not even trying to be rude to Ryan at
445. 12:41all. I think he would agree.
446. 12:42And then we can all learn from all these
447. 12:44situations. It's not like and this is
448. 12:46all pretty inner baseball stuff. Like
449. 12:48very few people are going to like
450. 12:48>> But that's why it's great cuz this is a
451. 12:50learning situation for all of so many
452. 12:52people listening to this podcast are in
453. 12:54baseball, are the guys on the teams.
454. 12:56>> Very true. Yeah, I mean
455. 12:57>> That's why I think you have a great
456. 12:58perspective on this.
457. 12:59>> Yeah, I I think, you know, I mean Ryan
458. 13:01is like, you know, legendary, one of
459. 13:03like the goats for sure. Um
460. 13:05and, you know, but he's originally like
461. 13:08a trapper, right? You know, that's how I
462. 13:10started out myself as well.
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485. 13:57>> [laughter]
486. 13:58>> Like there are like a lot of times you
487. 14:00need to people need egos to get to that
488. 14:02size and those egos are very useful,
489. 14:05powerful things that can be take, you
490. 14:07know, can drag you all the way to the
491. 14:08finish line and do
492. 14:09but they're really big egos. And so when
493. 14:11you start to see multiple egos come
494. 14:13together,
495. 14:14um
496. 14:16that could be a problem. And at the same
497. 14:17time, too,
498. 14:19you know, it's
499. 14:22I think what we've seen is short-term
500. 14:24collab- This is the same thing with what
501. 14:26George Washington wrote in his farewell
502. 14:28speech. He said to for about America,
503. 14:30I'm a big history buff.
504. 14:31Uh
505. 14:33we should never make long-term alliances
506. 14:36with any country. Now, I'm not saying
507. 14:37you shouldn't do that with brands. You
508. 14:39got friends, you got whatever. But
509. 14:42if we really think about it, what's
510. 14:43probably the smartest thing to do is to
511. 14:45do short-term collaborations,
512. 14:47you know, in spurts and help each other
513. 14:48for that little collab, promo, campaign,
514. 14:50or whatever that time period. And then
515. 14:52we go our separate ways and you know,
516. 14:53still still hang out, still talk, still,
517. 14:55you know, help each other how we can,
518. 14:57but not going in and creating whole
519. 15:00long-term brands together fully.
520. 15:03>> Full partnerships.
521. 15:03>> Full partnerships because
522. 15:05>> Man, that's [clears throat] a great
523. 15:05perspective, Luke, for real.
524. 15:07>> Yeah.
525. 15:08>> That it's almost like what you hear
526. 15:10about hiring people is like do 30-60-90
527. 15:12day trials. Make sure you're happy with
528. 15:14them and they're happy with you and that
529. 15:16there's a cohesive relationship to build
530. 15:18off of. It's almost the same thing as
531. 15:19how that should be with partnerships or
532. 15:21something that big. Even even if step
533. 15:24even lighter a little bit with like how
534. 15:26you That's a great perspective, man.
535. 15:28>> Yeah. Yeah.
536. 15:29>> Cuz it's not to not be done. Cuz some
537. 15:30people say, "Oh, it can't be done." It's
538. 15:32like, "Well,
539. 15:33>> It can be for sure. It's really really I
540. 15:35mean, I would say like I think a good
541. 15:37one you've seen is like like Backpack
542. 15:38Boyz have done a really good job of that
543. 15:39actually, I would say. Is that they've
544. 15:41done a really good job with these
545. 15:42short-term collabs on certain products,
546. 15:44right? You'll see, you know, Backpack
547. 15:46Boyz Doja or Doja's done a great job of
548. 15:48it as well, you know? That's probably
549. 15:50the way to do it.
550. 15:51Like I said, once you have individual I
551. 15:54mean, it can work sometimes. It can
552. 15:55definitely work. I don't want to say it
553. 15:56doesn't work, honestly, cuz there are
554. 15:58situations. But typically, if there's
555. 16:00two public-facing people
556. 16:02that come together in the weed industry
557. 16:04specifically, for some reason it just
558. 16:06seems like eventually it turns into
559. 16:09some sort of problem.
560. 16:10>> I like how you thinking of it. Make do
561. 16:12it like making a movie.
562. 16:13>> Yeah.
563. 16:14>> There's two [clears throat] huge actors
564. 16:15or two people, right? And they're coming
565. 16:17together, but for a short period of
566. 16:19time. Whether it be 6 months, whether it
567. 16:20be 1 year, whether it be whatever, but
568. 16:22it's for this project. And then we see
569. 16:25where that goes. And then sometimes they
570. 16:26do more and more movies. Sometimes they
571. 16:28have a series now that they do together.
572. 16:30But it's like
573. 16:32That's [clears throat] a really
574. 16:32interesting perspective that you gave.
575. 16:34>> Yeah. I think also what happens in in in
576. 16:36partnerships is that one side feels like
577. 16:39they're maybe eventually kind of like
578. 16:40they're doing most of the heavy lifting
579. 16:42or
580. 16:42>> That's in every single partnership ever.
581. 16:44>> thing ever, right? So, I mean, you know,
582. 16:46it's interesting like you look at Here's
583. 16:47like a better or not a better, but
584. 16:50and like you see Key and Peele, right?
585. 16:52>> Yeah.
586. 16:52>> And everyone thought that
587. 16:54um
588. 16:56uh Key was going to be the big one once
589. 16:58they split up, right?
590. 17:00And it was actually
591. 17:02you know, they both contributed to it,
592. 17:04but there's this interesting with that.
593. 17:06And and
594. 17:06>> Well, he went in a direction with movies
595. 17:08that no one expected other than probably
596. 17:10people around him who knew like, "Oh,
597. 17:12this is where he's going."
598. 17:13>> Yeah. Yeah. Who Yeah, but regardless,
599. 17:14what the The I'm trying to say though
600. 17:15with it is that you should be
601. 17:16self-reliant,
602. 17:18self-sustainable, right?
603. 17:20>> We just leveled up our merch game and so
604. 17:22can you. We're doing custom cut and sew
605. 17:24hoodies, shirts, hats, anything that we
606. 17:27can think of, big or small, low
607. 17:29minimums, all that. Woodward Collective
608. 17:31has you covered. It took me over two
609. 17:33decades to get to someone like this.
610. 17:35I've been searching half my career to
611. 17:38find someone who can do low minimums on
612. 17:40merch, can do brand designs, packaging,
613. 17:43custom everything. Go to the wwwco.com,
614. 17:47click on merch and apparel and you'll go
615. 17:49deep dive into the brands they handle
616. 17:52and how much actual work goes into the
617. 17:54back end of what they do for you. Use
618. 17:56code FSOTD and get hooked up because
619. 17:59you're family, your First Smoke family.
620. 18:01Trust me, this is the hookup of a
621. 18:03lifetime. Check out what they do.
622. 18:05>> I mean, he made a good point of you need
623. 18:06to have set clear expectations right off
624. 18:09the bat. And I think what happened is
625. 18:11that there was miscommunication,
626. 18:12obviously, and then that leads to, you
627. 18:14know,
628. 18:15um resentment and resent, you know, or
629. 18:17frustration. That frustration leads into
630. 18:19resentment. That resentment leads into a
631. 18:21petty lawsuit like this that is
632. 18:24um
633. 18:25cost both sides money.
634. 18:27And like I said, I I I'm pretty good at
635. 18:28putting myself in each person's shoes,
636. 18:30so I got empathy for compassion for both
637. 18:32sides, but
638. 18:34yeah, I don't know. I hope it all gets
639. 18:35resolved. I think at this point it's
640. 18:36just a waste of resources and and very
641. 18:38much so um
642. 18:40a petty thing, but
643. 18:41>> Behind the scenes there's been a few
644. 18:43lawsuits this year that got settled
645. 18:44between brands that I've heard of.
646. 18:46>> Good.
647. 18:46>> And it's [clears throat] interesting
648. 18:47though because
649. 18:49if you would talk to
650. 18:51an attorney, most of them will say right
651. 18:53now this is just the beginning.
652. 18:55>> Yeah.
653. 18:56>> That as federal legalization happens, as
654. 18:58interstate commerce opens up, as
655. 19:00whatever's happening starts to evolve,
656. 19:03this is you're going to see more and
657. 19:05more of this between consolidation of
658. 19:07brands who say like my logo looks like
659. 19:09yours, my name I did that first out
660. 19:11there. You can't call this that. Like I
661. 19:15don't and maybe you have a unique
662. 19:17perspective. I think it's only going to
663. 19:19get ramped up from here on out.
664. 19:21>> Yeah, it is. And it definitely is and
665. 19:24there's going to be I mean
666. 19:26you know, it's it's a tactic too. I mean
667. 19:27it's called what is it called? Lawfare,
668. 19:28right? I mean this is what they're doing
669. 19:29to Burner. I mean, you know.
670. 19:32Um
671. 19:32>> Try to bleed you out.
672. 19:35>> Yeah, and there's if you have a
673. 19:36billionaire against you that's you know.
674. 19:38>> It's a lot of bleeding.
675. 19:45>> First Smoke family, if you want more
676. 19:48video unreleased content, stuff we can't
677. 19:50put on YouTube, you want early drops
678. 19:53weeks and weeks in advance, fsotd.com
679. 19:56gets you all that. You become part of
680. 19:58the family, you get hooked up with early
681. 20:00content, you get unreleased content we
682. 20:02can't put out on YouTube cuz we get age
683. 20:04restricted and we get strikes, the whole
684. 20:06deal. fsotd.com
685. 20:08gets you hooked up like family. But if
686. 20:10you just want to keep watching,
687. 20:12here we go. Let's let another one roll.