Hip-hop icon Wiz Khalifa has partnered with a Canadian company to form Mistercap, a new wellness brand specializing in natural mushrooms and psilocybin. The partnership with Ontario, Canada-based Red Light Holland will cultivate and market psychedelic “magic truffles” under the Mistercap brand in the Netherlands, which has among the most progressive drug laws in Europe. The partnership is also developing kits for the home cultivation of non-psychedelic mushrooms for distribution in the United States, Europe and Canada by the end of the 2022 fiscal year.
“Launching Mistercap Magic Truffles in the Netherlands and creating other Mistercap natural mushroom products and Home Grow kits is gonna be dope,” Khalifa said in a statement
. “We are building something special and are excited to grow with the industry.”Todd Shapiro, Red Light Holland director and CEO, said in a statement that the company has “been working with Wiz Khalifa and his team to collaborate and create a brand that encompasses our joint belief for the affordable and equitable access to naturally occurring psilocybin responsibly.” He added that they “will monitor future potential markets, if and when regulations legally permit, to expand the availability” of the company’s line of psychedelic products and “will continue to work towards producing additional functional mushroom products jointly under the Mistercap brand.”
Hip-Hop Icon Wiz Khalifa
Wiz Khalifa took the hip-hop world by storm with the release of his major label debut album Rolling Papers in 2011, leading to his selection as Best New Artist at the 2011 BET Awards and Top New Artist at the 2012 Billboard Music Awards. His third studio album, Blacc Hollywood, released in 2014, debuted at #1 on Billboard’s Top 200 album chart and included the hit single “We DemBoyz.” Soon after, Khalifa’s track, “See You Again,” off the soundtrack for the film Furious 7, rocketed to the top of the charts across 95 countries.
On April 20th, 2017, Wiz launched his mobile app, Wiz Khalifa’s Weed Farm, which has been downloaded more than 10.1 million times and is currently being played in over eight countries and in six languages. And on 4/20 of 2020, Wiz released his latest project, The Saga of Wiz Khalifa, loaded with the new tracks “Contact,” featuring Tyga and his latest single, “Still Wiz.”
“Wiz Khalifa is a global icon with tremendous reach who is uniquely positioned to help us spread the message and end the stigma surrounding psilocybin while focusing on mental health and wellness,”
. “Wiz, a serial entrepreneur with the proven ability to create powerful brands, combined with Red Light Holland’s farming, production, packaging and distribution experience and capabilities — and our ability to reach global markets — is an extremely powerful and exciting combination.”Partnership Hopes for Psilocybin Policy Reform
Although psilocybin mushrooms are illegal for recreational use under U.S. and Canadian law, their cultivation and sale are legal in the Netherlands. Additionally, the European countries of Austria, Portugal, Spain and the Czech Republic have decriminalized psilocybin mushrooms. In 2020, Oregon voters passed groundbreaking legislation to legalize psilocybin for therapeutic use, and several cities in the U.S. have taken steps to decriminalize possession of magic mushrooms.
Red Light Holland and Khalifa are banking on further reforms that will create new markets for Mistercap’s products. Brad J. Lamb, chairman of the board of directors of Red Light Holland, said that the company is “very excited to join forces with Wiz Khalifa.”
“Genuine brand recognition and celebrity social media reach will help Red Light Holland gain global awareness for recreational psilocybin as we all look forward to being a part of a positive change and ending stigmas,” Lamb added. “Red Light will also continue to focus on increasing revenues with many different kinds of mushrooms, from farming, distribution to consumer-packaged goods, creating a well-positioned company with a continued, constant and clever growth strategy.”