×
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.”

Popular on Variety

More Music

  • Hailee SteinfeldTribeca TV Festival 2019 Presents

    Hailee Steinfeld Announces New Single Tied to Apple TV Plus' 'Dickinson'

    Actress, singer and producer Hailee Steinfeld is set to release a new single entitled “Afterlife” on Sept. 19, a track she created for her upcoming Apple TV Plus series,”Dickinson.” “This is a song I’m incredibly proud of, and I feel like after embodying this character, I have a more fearless approach to my writing,” Steinfeld [...]

  • Deadmau5 Captivates Opening Night Crowd by

    Concert Review: Deadmau5 Captivates Opening Night Crowd by Going Cube-ist

    “I’m not gonna lie: first shows [of a tour] usually suck,” deadpanned electronic music producer Joel Zimmerman, aka deadmau5, Thursday night, closing out the first night of his two-night stand in Dallas, the kickoff city of his North American “CubeV3” tour. “But this one actually was great.” The sold-out crowd at South Side Ballroom roared back [...]

  • John Mayer performs at Madison Square

    Concert Review: John Mayer Is a Wonderland at First of Two-Night Stand at the Forum

    “You’re allowed to ironically celebrate your past,” John Mayer told a sold-out crowd of nearly 18,000 on Friday night at the iconic Inglewood, Calif. venue The Forum. He was introducing what is arguably his breakout hit, the college dorm hookup anthem “Your Body is a Wonderland,” but the declaration could easily have applied to the [...]

  • Concert Review: Brian Wilson, Zombies Grandly

    Concert Review: Brian Wilson and Zombies Revive the Grand Chamber Pop of 1968 at Greek

    Even “teenage symphonies to God” reach their dotage. But if they’re lucky, or spectacularly good, they may join the company of less youthfully inclined symphonies and join some kind of canon that’ll outlive their creators. Fortunately, the Beach Boys’ peak late ’60s work and “Odessey and Oracle” have not outlived Brian Wilson and the Zombies, [...]

  • Constance Wu and Jennifer Lopez star

    Jennifer Lopez's 'Criminal' Striptease: How 'Hustlers' Landed the Fiona Apple Hit

    Contrary to what you might be expecting, the number of songs by Jennifer Lopez, Lizzo and Cardi B in “Hustlers,” their newly released acting vehicle, adds up to … zero. Meanwhile, the standout music sync in a movie that’s full of them belongs to no less likely a choice than Fiona Apple. The scene in [...]

  • Gaby Hoffmann, Albert Cheng, Alexandra Billings,

    'Transparent' Team Reflects on Series Finale Without Jeffrey Tambor

    Friday night’s premiere of the series finale of “Transparent” at L.A. Live’s Regal theater felt like a family reunion for the Pfefferman clan. Matriarch Judith Light embraced each one of her TV children (Gaby Hoffman, Amy Landecker and Jay Duplass) and guest stars from previous seasons (Cherry Jones, Melora Hardin, Bradley Whitford) who also turned [...]

  • Liam Gallagher: As It Was

    Film Review: 'Liam Gallagher: As It Was'

    Liam Gallagher is nearly as fascinating a rock ‘n’ roll figure as he thinks he is … which is saying a lot. After the breakup of Oasis, one of the most self-avowedly arrogant stars in pop culture found himself severely humbled, fighting to become relevant again without the help of Noel, his ex-bandmate and, for [...]

More From Our Brands

Access exclusive content