LOOP/POOL brings CanCon star power to the cannabis industry

A minimum of 5 percent of proceeds will go to support independent Canadian artists


Photo of Kiesza by Virgin EMI Records, CC BY-SA 3.0, via Wikimedia Commons.


For many people, music and weed go hand-in-hand. So it makes a lot of sense that LOOP/POOL, one of Canada’s newest high-profile cannabis brands, not only counts several notable musicians as co-founders, but also supports emerging artists.

In a press release today, LOOP/POOL announced that a bunch of CanCon faves have joined the company. They include Roy Woods, Felix Cartal, Kiesza, and dvsn, along with members of the bands Our Lady Peace, Blue Rodeo, and Stars.

The company appeared on the Season 15 finale of CBC’s Dragons’ Den, securing the biggest deal for a cannabis product in the show’s 15-year history. Initial investors include Inner Spirit Holdings Ltd., Kiaro Holdings Corp., Canadian radio host Alan Cross, and Dragons’ Den alumnus Michael Wekerle. (Wekerle also happens to be the owner of the iconic Toronto music venue El Mocambo.)

Supporting independent artists

LOOP/POOL’s cannabis products will be sold in retail chains across Canada. A minimum of 5 percent of proceeds will go to the company’s philanthropic organization, POOL/FUND. POOL/FUND’s mission is “to support independent Canadian artists who have been underserved or unable to access funding from existing grant programs, and further struggling during the pandemic”.

“With pandemic-related restrictions on touring and social gatherings, musicians everywhere are being challenged to reach listeners in new ways,” said Our Lady Peace frontman Raine Maida. “That’s why launching LOOP/POOL as an innovative way to help emerging artists grow is so important right now. As artist owners, we understand how difficult it is to be seen and heard, let alone paid. LOOP/POOL will open up new opportunities to empower creativity for the Canadian music community, which is the mission and driving force of our company.”

“I am thrilled to be part of LOOP/POOL’s journey to bring licensed cannabis products to market in support of emerging Canadian talent,” said Manjit Minhas, a director at Inner Spirit. “Cannabis is an exciting industry that can be shaped by new innovative and creative partnerships. The natural fit between Inner Spirit’s Spiritleaf retail brand and LOOP/POOL will allow us to build on the opportunities to expand the industry and benefit artists.”

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