×
You will be redirected back to your article in seconds

Notorious B.I.G.’s Son Pays Tribute to His Dad With Cannabis Company

C.J. (Christopher Jordan) Wallace, son of the late, legendary rapper Notorious B.I.G., recalls feeling a flush of pride as he moved to Los Angeles as an eight-year-old. As he and his mother, singer Faith Evans, listened to LL Cool J’s classic “Going Back to Cali,” he recalls, “I can remember feeling proud, knowing he always wanted to move here.”

C.J. has worked as an actor, playing his young father in the 2009 biopic “Notorious” and working in films like “Everything Must Go” and “Kicks” as well as the TV series, “Scream.” And his latest venture is related to his dad’s legacy as well: the cannabis brand Think BIG, a partnership with the brand Lowell Herb Co., with a pre-roll pack dubbed “The Frank White Creative Blend,” named after the Christopher Walken drug-dealer character in Abel Ferrara’s “King of New York,” It was an alter ego adopted by his father and first heard on “The What,” a track from BIG’s 1994 classic “Ready to Die.” The company will produce cannabis products —such pre-rolls, vapes, gummies, apparel, stationary, pens and more.

In conjunction with his partners, including marketing guru and noted photographer Willie Mack, Wallace’s Think BIG was inspired by his parents’ use of cannabis and the CBD treatments that ended up helping his younger brother, who suffered from autism.

“Cannabis is something I’ve always been connected to, even at a young age,” he explains, adding that Think BIG was “born of a shared mission for social justice and a fundamental goal to herald in a new era where cannabis is no longer considered contraband, but a catalyst for creativity.” As part of their goal, a portion of the proceeds will be donated to the Prison Arts Project, which is dedicated to providing arts instruction for the incarcerated, with the goal of positively influencing their views on themselves and the world around them.

Wallace was inspired by stories of his dad writing in journals while jailed on marijuana-possession charges, planting the seeds of his successful career as a rapper.

Mack, who saw the benefits of medicinal marijuana in treating AIDS patients, says, “We want to remove the stigma and the lies surrounding cannabis by having a larger conversation around what the plant has done, can do and how we should interact with it.”

“The goal is to celebrate cannabis,” says Lowell marketing director Dominic Grech, one of the company’s first employees. “We’re tired of the negative stigma surrounding it. We felt C. J. and Willie were the perfect pair for us to get in business with.”

Wallace personally visited farms and greenhouses to put together his Hybrid, Sativa-dominant blend, which is 50% Orange Sherbet, 25% Banjo and 25% Rattlesnake Sour Diesel.  Frank White Limited Blend is available as an 1/8th pack, which includes seven .5 gram pre-rolls.

C.J. insists he and his older sister T’yanna have come to terms with their father’s still-unsolved murder, but wouldn’t mind something to commemorate Biggie at the corner of Fairfax Avenue and Wilshire Blvd., where he was shot emerging from a party at the Petersen Automotive Museum after appearing at a “Soul Train Music Awards” taping. A Christopher Wallace Way has been named in his hometown of Brooklyn.

Says Lowell Herb’s Grech, “From a brand and marketing standpoint, we wanted to create a business that honors and respects C.J.’s father without being built on his name.”

Indeed, C.J. sees Think BIG as a way of getting people to see his father “in a different light,” explaining, “All I heard growing up was the bad stuff… that he was a drug dealer, a gangsta rapper, a criminal. Now that I’ve grown older, I realize he was a father, a loving son, someone who cared about his friends, girlfriends and wives.  That’s what I want to honor.”

More Music

  • Ciara arrives at the red carpet

    Ciara to Host 2019 American Music Awards; Kesha Joins as Performer

    Ciara has been named as host of the 2019 American Music Awards, returning to the show after appearing as a performer alongside Missy Elliott on last year’s telecast. The singer is not a newcomer to hosting duties, having previously presided over the Billboard Music Awards three years ago. Prior to performing her single “Level Up” [...]

  • Wu-Tang Clan Children Form Group, 2nd

    Wu-Tang Clan Children Form Group, 2nd Generation Wu (Listen)

    Considering the Wu-Tang Clan’s sprawling membership — nine core members with a couple dozen auxiliary members — it’s not surprising that, a year after the group belatedly celebrated its 25 th anniversary, several of its offspring have formed a group called 2 nd Generation Wu. The group’s members consist of U-God’s son iNTeLL, Method Man’s son [...]

  • Randy Newman My First Time

    Randy Newman Looks Back on His Early Career and His Work for ABC's 'Peyton Place'

    “What?! My god.” This is Randy Newman’s reaction upon learning of the first time he ever appeared in the pages of Variety, back in May of 1965. That was three years before he released his first album as a singer-songwriter, at which point he began steadily accruing fans of his warped musical character sketches until [...]

  • Kacey Musgraves poses in the press

    Backstage at the CMA Awards With Kacey Musgraves, Maren Morris, Garth Brooks

    Backstage at Nashville’s Bridgestone Arena, CMA Awards winners, performers and presenters came back to meet the press after their appearances, including Kacey Musgraves, Maren Morris, Garth Brooks, Blake Shelton, Dan + Shay, Ashley McBryde and Luke Combs. Garth Brooks was named entertainer of the year for the seventh time, and during his acceptance speech, he [...]

  • Roey Hershkovitz

    Roey Hershkovitz, Former 'Conan' Music Booker, Joins Capitol Studios as VP

    A little over a year after exiting his role as music booker for ‘Conan,’ Roey Hershkovitz has landed a new gig as vice president of Capitol Studios and Digital Studios, Universal Music Group (UMG) announced today. In the newly created position, Hershkovitz is tasked with overseeing the iconic recording studio’s recording, tracking, mixing and mastering [...]

  • Variety's New Leaders 2019: Music

    Rising Execs From Spotify, Downtown, Capitol Among Music's New Leaders

    Every year Variety seeks to identify the next generation of leaders in the entertainment business, looking for representatives in the creative community, film, TV, music and digital. This year’s music industry group has a heavy East Coast focus: We selected executives from forward thinking companies such as Spotify and Downtown Music Holdings and tastemakers from [...]

  • Blake Shelton and Garth Brooks53rd Annual

    TV Ratings: CMA Awards Stable, Gain 1 Million Viewers on 2018

    After falling to an all-time low in 2018, the 2019 CMA Awards stabilized for ABC and gained a chunk of viewers. Last night’s awards show garnered a 2.0 rating among adults 18-49, down only a fraction from last year’s 2.1, and was watched by 11.3 million total viewers, up roughly 12% from last year. However, [...]

More From Our Brands

Access exclusive content