Drake's new venture is inspired by OVO co-founder and producer Noah “40” Shebib who's also a partner to the popular cannabis brand. 40 is a huge fan of the company's namesake strain, Bullrider, a factor that fueled his involvement with the company.
“I've always viewed 40 as the expert when it comes to cannabis so I'm very excited to invest, partner, and contribute to setting a new standard for a premium cannabis experience,” Drake said in a statement.
“My involvement with Bullrider stems from the urge to help consumers access high-grade strains with the same recreational therapeutic benefits that I've been able to enjoy,” said 40, “It's not just another cannabis brand, Bullrider has a deep reverence for quality cannabis and its medicinal properties which I've always been extremely passionate about.”
“At the heart of Bullrider is the convergence of street art, hip-hop and limited premium Cannabis product drops,” said CEO Maxim Zavet. “We're honored to create a space for Drake and 40 to continue their iconic partnership in lending their innovation and drive to sharing our products with the world.”