there is something more Shabo Odadjianof 22 red than high-quality cannabis.A lifestyle company launched by system of a down Bassist ‘didn’t start out as a weed brand,’ he says hollywood life In a conversation before 4/20. “Like a lifestyle brand, I thought about having a brand that deals with clothing for culture. Because we wanted to make great apparel that was good, had great fabrics, and was cool in design.Think something up and start a trend — set a trend.
22Red’s symmetry was framed by a careful eye. We keep branding to a minimum and stand out by staying quiet in a noisy world. The design is subtle yet clever, meant to catch your eye and spark your curiosity when you find it. “Then when the key elements of cannabis came in,” Shavo tells his HL. [a cannabis line]We wanted to maintain the same mindset with cannabis, from genetics to naming genetics to how genetics are marketed. “
With more and more states decriminalizing cannabis, 24 states and territories have fully legalized cannabis in time for the April 20, 2023 holiday. More and more celebrities are joining the “green rush” by launching their own branded cannabis products. Shavo wanted her lifestyle brand to incorporate the same kind of mindfulness that 22Red’s cannabis products do. “I thought creativity,” he says. “I put songs into things. I use heavy music instead — 99.9% of brands are moving to heavy hip hop. It’s like you don’t know.Well, for us, you hear the music and say, ‘It has to be 22.’ I use metalcore, I use my own music, I use music written by other friends, so it’s different. “
But it’s important to remember that 22Red was never meant to be. simply Cannabis Lines – No. The brand, named after the sacred numbers that follow Shavo’s life and the colors his synesthesia associates with his fingers, celebrates the creative spark that is the desire for expression and connection. bigger, eventually make a human human.
“We love art,” Shavo says of 22Red. “My business team is smaller than my art department because my art department is important.” Having a creative, art-based element of 22Red was essential. “Cannabis came second, let’s be honest,” Shabo says. “For example, we have something called Framed by 22Red. Framing, as he explains it, means “publishing them and displaying them on social media and websites.”
“The point is not only to bring light to that artist, but also to inspire other artists.” I can write music better I can draw and draw better when I see other paintings and paintings System of a Down videos and many other bands , so I think I can direct if I watch more movies.”
“So we’re giving it to people without knowing that we’re doing it,” he says. “A lot of people don’t know that you can get inspired just by studying things. So I think that’s another cool thing we’re doing related to art. It has nothing to do with cannabis, it’s a cool thing we thought we should throw in.”
However, this does not detract from the cannabis or its quality. “This is part of my job as a founder and as chief marketing officer,” Shavo says of his 22Red quality control. “Everything goes through me before it’s done. I have to be R&D. I have to make sure what I promise is in our bottle. in our jarOtherwise, I couldn’t live with myself.
“And now we’re in three states, so all the stock comes to me from all three states,” he says. 22Red is available in California, Arizona and Nevada. With cannabis still illegal at the federal level, the process will be slow and methodical as one brand cannot quickly expand from one state to another. This could benefit companies like 22Red, which “are proud of their quality,” Shavo said.
“I try to keep the genes similar. I don’t want to have completely different strains everywhere,” he says. He added that ideally he would have a hub that could guarantee that the quality of all his 22Red products would remain the same – high. “We have three, four major producers in the state and I can grab them and take them to another state. It must be grown in the state, manufactured in the state, and distributed separately in the state, and it is illegal to bring strains from one state to another, so picking seeds and growing them from seed is a long process. Is required.”
“And even with that, if you know about growing, on the first round, it doesn’t always turn out to be what you expect,” he says, offering wisdom on how to become a homegrower. So it usually takes about a couple of rounds for that to happen.” From there, 22Red tries to tissue culture the strain and make it as good as possible. This increases the quarantine period before it is ready to boot.
“The worst part is you go buy a jar or pre-roll of 22Red after I say I’m premium and you’re just” It’s not just that I’m doing it, so that’s the key for me.”
22Red is an extension of Shavo’s creative voice and personality. The “22” comes from its relationship to the number two. He was born on April 22 – 4/22 – 4 he is 2 + 2. He got married on May 22nd. When he was 22, System of a Down exploded, making him one of the biggest rock bands of all time. And the red color is the color he sees in the number and is the result of a neurological condition. synesthesia.
22Red “has the DNA,” says Shavo. “It’s the same with my music. I’ve been working because the system is not working. I started my side project North Kingsley years ago. It’s different, but you can hear my DNA there even though it’s completely different. “
“This album has been mixed and mastered and ready to go,” he says. “But while I was waiting for that to happen, I started writing more songs with this other producer. morgoth beatsAnd that became my solo record. And it’s heavy, very heavy. I keep saying in interviews, people want to know, ‘How heavy is it?’ And I say, ‘That’s what you want.
“I think my fans will love it,” he says of his upcoming solo album. “I’ve always tried to go against things and never do what you expect of me when it comes to music. This time I just went with the flow. We swam downstream, we just went with the flow, so it felt more natural and happened faster, the song was written faster, we fell into the flow, and we were still writing. It’s good enough for the record but it’s still going on because it’s just happening and I don’t want to stop the process and if it works and the music comes out and it sounds better than last time then I’ll keep doing it Probably because the best songs haven’t been written yet.”
Fans of Shavo’s work will find it quite enjoyable. In addition to his solo his record and his North Kingsley project, he and the rest of his System of a Down members — Serj Tankian, Daron Malakian, and John Dolmayan — will headline. sick new worldAt the festival on May 13th, System shares the bill with rock/metal icons such as: Korn, Deftones, Incubus, Mr. Bungle, Ministry, Skinny Puppy, Killing Joke, Soulfly Melvins, My Life With The Thrill Kill Kult, Monster Magnet, more. modern rock gods Turnstile, Scowl, Death Grips, 100 gecs, Spiritbox, Fever 333, Health, Ho99o9, and 69 eyes Also, more and more things are played.
“I feel great,” says Shavo of his upcoming gig. “I mean, we want to do more shows. There were so many other things that happened that I was a little overwhelmed, but not in a bad way.
Shavo argues that if the band’s discography is to be practiced and tried to get back in shape, it’s better to put it to good use. “If he can do a month or two a year, that’s good enough,” said the father of three, noting he could take his family with him. “We used to have seven months out of the year. I mean, I’m not asking for that. It’s a bit excessive, especially with kids. But a month here, a month there?” Moon, that’s what I signed up for.
“I live there,” he says of the stage. “I enjoy it. I don’t like to just do it and quit.” SOAD fans who can’t make it to Vegas in May will agree.
In the meantime, and in the meantime, Shavo stays busy. 4/20 is not the time for him to rest. “Well, I have a lot of travel planned before the show,” he says. “I’m actually flying to England and I have some errands to do there, and I’d love to see the Arsenal-Chelsea game on the 29th as well. It’s huge for me, I’ve never been, but before that this week. , my birthday is on Saturday, so I’m going to do something fun for it, I don’t know about 4/20.”
Shavo said he could go to Arizona because 22Red is “thriving in Arizona” and has events in Arizona. “I’m not sure. I really have a lot of time to prepare songs. And I got a family. I’m going to be away for a week and then come back and rehearse. So this 4/20 I don’t know what I usually do.”
“Usually I do it in stores. One time I just got a little charter and drove around all the clinics that do business with 22,” he says. “Meet the fans. And I always do. This year is packed with events so it might slow down a bit. You know what I mean? Not a smoker.I do smoke but am a connoisseur.I used to be a weed alcoholic and completely down.Because of all these things I do, I’m trying to get rid of them. It’s hard to do hard. But when I’m not doing anything, of course I smoke a little.”
Consume responsibly and legally.Consult normal To get information about your state’s laws, potential health risks. do not Indulge If you are under 21, follow these guide About how to become person in charge This 4/20.
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