Rewrite In New York cannabis, no name carries more weight than Smoker’s Club co-founder Shiest Bubz. Learn how the Harlem native became NYC’s “Willy Wonka of Weed” in Leafly’s latest 28 grams of game.Shiest Bubz is taking back the term “legacy,” back. In cannabis circles, it’s become a buzzword. Its definition depends on who you ask. And if you ask Bubz, the wordplay is becoming condescending.“They’re like, ‘Oh, we need to help legacy learn how to transition from here to there.’ Who are you talking about? Not White America. Can’t be talking about them. Impossible. You’re talking about Black people… At the end of the day, it’s not White legacy operators that they’re looking for.”Shiest Bubz to HoneysuckleThat’s why Bubz said he hasn’t rushed to join the licensed game. Over the course of three decades, he’s sold more pounds of flower in New York than any partner he could hope to find before it was legal, and without getting caught up in the state’s historically aggressive Drug War enforcement. Now, New York has already “pre-approved” his Smoker’s Club team to participate in the legal industry, according to NYC Cannabis Czar Dasheeda Dawson. But Bubz is taking his time to survey the field as lawmakers and regulators sort out New York’s adult-use industry.In this edition of 28 grams of game, Shiest Bubz explains how he became the emperor of New York’s underground weed scene, and shares his vision for building an even larger legacy in the regulated industry.1. Take initiative(Instagram / @adonisisbored)“It started in high school, chipping in to buy weed. Then getting an ounce of weed and cutting the hike to go get the weed. So we don’t need to hike, I got the weed already, just give me the money. That was my first flip off weed. I flipped a profit.”Shiest Bubz2. Document the processIn 2022, Bubz launched the Heavy Smoke podcast to document weed’s legal renaissance. He’s already interviewed active legends like Juan Quesada of Backpack Boyz and Steph.V of Certz, helping preserve cannabis history in real time.3. Plant firm rootsShiest Bubz, Purple City, and The Diplomats pictured together circa early-2000s. (Purple City Productions)In the 2000s, Shiest made his name in music by founding Purple City Records, which contributed heavily to New York’s underground mixtape scene and the careers of artists like Smoke DZA. Bubz also worked with Harlem icons Cam’ron, Jim Jones, and Juelz Santana, all three of whom are poised to follow his footsteps into the legal cannabis industry. Bubz and company’s influence is well documented in DVDs and tapes that once circulated nationwide. Some videos still live on YouTube, giving context to those looking to understand how guys with names like Shiest Bubz and Luka Brazi became the top dogs in New York’s budding cannabis industry.4. Stay close to the plantRapper Curren$y (left) and Shiest Bubz (right) enjoy a smoke break. (Instagram / @adonisisbored)After running record labels, clothing lines, and events, Shiest realized that cannabis is his favorite product to market.“My biggest performer, my biggest artist, my most successful thing that I was able to promote has been cannabis. It doesn’t talk back. I’m always able to sell it. No feelings, no emotions attached.”Shiest Bubz to Honeysuckle5. Remember your historyWhen asked which strains are essential to New York’s rich cannabis culture, Bubz doesn’t hesitate. “Chocolate Thai,” he told Leafly, “Back in the days, everybody in Harlem, Brooklyn, and The Bronx smoked some Chocolate Thai.”“(Plus), Hawaiian, Sour Haze, Kush, Afghani, all types of shit. Acapulco Gold. We ain’t even really know what that was. We thought that was some gas. But as you get older, you realize when the weed starts turning yellow and stuff like that, that just means it is old.”Shiest Bubz on New York’s classic cannabis strains6. Tend to the seeds“My first job as a kid, I worked at a daycare center. I was like 12 years old. It was a summer job at the daycare center that I actually went to, Gardens Nursery School,” Bubz told Leafly. He’s continued to be a mentor to others ever since, investing in people who share his passion for good bud and good business at every stage of his career.7. Study the pioneers(Leafly / Megan Schmidt / Original photo from Sue Kwon’s Rap Is Risen exhibit)“In my era, the people that I looked at as the big stoners were like Snoop Dogg, Method Man, Redman. Basically any rapper that was talking about weed. Weed was always an illegal thing. So if you talked that you were really blowing that big, big weed like that, then nine outta 10 times, you had some notoriety.”Shiest Bubz to Leafly8. Don’t get gassed up(Instagram / @adonisisbored)Now that weed is legal in New York, Bubz is wary of those rushing to profit from cannabis culture without fully participating in or appreciating it.“These are lies for the pursuit of a license, for the pursuit of money,” he told Honeysuckle, referring to investors looking to enter the industry on false pretenses like supporting the legacy community. Thankfully, New York has gone above and beyond to empower local operators over vertical corporations with its adult-use regulations.9. Build a reputationYear after year entering the game, Shiest has maintained a rep for having the best cannabis on the East Coast. His partner at Cinematic Music Group, Jonny Shipes, was 19 when he landed Harlem’s best plug, and he’s still thankful Bubz is only one call away.“He’’s synonymous with good weed. From the day I met him in 2000, he always had the loud pack. So whether it was Piff or the best of the best, you always knew if you went to Bubzy, you were gonna get that.”Jonny Shipes, CEO Cinematic Music Group, The Smoker’s Club10. Raise the barToday, Shiest continues to raise the bar for great bud with Purp Invaders, a collaboration with Cannatique Farms. “They’re known for the super fire weed,” Bubz said, promising Purp Invaders is “the best in the world.” The buds are available In Sherbinski’s dispensary in California, and 80s-gamer merch can be ordered anywhere through their website.11. Keep a mystique“I was like 19. I had just heard about the Piff for the first time and everybody was like, ‘You gotta find this dude Shiest Bubz. He was like the Willy Wonka of Harlem.’ You couldn’t really find him. You had to go up to his crib, and it was hard to get to him.”Jonny ShipesThe Smoker’s Club co-founder Jonny Shipes lights up in the Brooklyn club location. (Instagram / Jonny Shipes)12. Build a community“The Smokers Club is an evolution of a situation where your local bud dealer has a lot of people coming through and y’all congregate at his spot and smoke weed. That’s how Smoker’s Club started to me, and that’s what it is to a lot of people that can relate to that. It’s basically just hanging out with your boys and your homegirls and getting high and smoking weed and just chilling and kicking shits.”Shiest Bubz13. Go globalBenny The Butcher and Shiest Bubz pictured at Rolling Loud’s Waferz suite. (Instagram / @ShiestBubz)From those humble origins, Bubz and company have elevated their club into a global movement. “The Smoker’s Club is a lifestyle brand,” DZA explained. “It’s culture, it’s history, it all started from a tour we started in 2009 at SXSW. The tour graduated into a festival, and we have one of the best marijuana brands in the world right now. As far as merch, festivals, and actual marijuana goes.”14. Do good businessShiest bubz (left) and Yung LB (right) share a laugh backstage at a cannabis event. (Instagram / @adonisisbored)“He does good business. A lot of people don’t do good business, you know what I mean? A lot of dealers you’ll go to, if you try to make a play you’ll get like five, six pounds and it’s supposed to be something. And it’s not that. But you know, with Bubz, it was tested, tried and true. You knew you were getting exactly what you were paying for, even if it was $6,800 a pound [laughs].”Jonny Shipes15. Focus on the mission(Instagram / @ShiestBubz)How did Bubz keep his hands and record clean for decades? He stayed true to the plant instead of using it to chase fame, power, or profit. Bubz said he’s raised five kids off cannabis, and relied on it to fund legal music and creative endeavors that got him away from illicit activities for good.“I…
