In a move that both embraces counterculture and underscores Afropop’s evolving relationship with cannabis, Asake has unveiled his own cannabis brand, Giran Energy 5k, in California. The announcement, made in grand style via social media, signals the singer’s foray into the ever-expanding global cannabis industry—a space where music, branding, and cultural identity increasingly intersect.
Asake’s affinity for weed is no secret. It has been a recurring motif in his lyrics, a subtext in his visuals, and a presence in his overall creative persona. Whether on “Peace Be Unto You,” where he references rolling up, or his feature on Victony’s “Stubborn,” where he playfully blurs the line between devotion and indulgence, cannabis has been an unmistakable part of his aesthetic. With Giran Energy 5k, that symbolism transforms into something more tangible: a product that bears his imprint, signaling both a lifestyle and a business venture.
It’s a fitting move for an artist whose music thrives on atmosphere and sensory immersion. Much like Burna Boy, Wizkid, and Rema—who have all used cannabis references as creative shorthand for relaxation, introspection, or rebellion—Asake understands the cultural weight of weed in Afropop. The genre’s relationship with cannabis has undergone a fascinating evolution, from the cautionary undertones of the early 2000s to today’s near-ubiquitous embrace. What was once a subversive indulgence has become a marker of authenticity, a statement of alignment with both local and global music cultures.
Yet, this commercial pivot also highlights a growing divergence between Afropop’s international reach and the legal realities back home. In Nigeria, cannabis remains illegal, and its use—especially in public spaces—can lead to severe consequences. Artists like Asake, who split their time between Lagos and global entertainment hubs, exist within this tension: their music and public personas celebrate what remains a legally gray area for many fans. While Giran Energy 5k may be a strategic move in a more permissive market like California, it also serves as a reminder of the widening gap between cultural expression and regulatory frameworks in Nigeria.
The venture also speaks to a broader shift: Afropop artists are no longer just musicians but multi-faceted entrepreneurs, extending their brand equity into industries that align with their artistry. From Burna Boy’s cannabis strain ‘BrkFst’ to Wizkid’s collaboration with Amsterdam-based coffee shops, there’s a growing blueprint for turning cultural cachet into tangible business. Asake’s Giran Energy 5k slots neatly into this model, leveraging his streetwise appeal into a product designed for both fans and connoisseurs.
As Afropop continues its global expansion, its engagement with cannabis culture is set to become even more pronounced. With legal markets in the U.S., Canada, and parts of Europe offering both financial opportunity and creative inspiration, artists like Asake are positioning themselves at the intersection of music, lifestyle, and commerce. Giran Energy 5k isn’t just another celebrity-backed brand—it’s a statement on where Afropop is headed, and how its stars are shaping its future beyond the music.