The investment has made Drake a partner and a strategic advisor in the brand alongside OVO co-founder and producer Noah “40” Shebib.
“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,” said Drake.
Through his appointment, Drake will dig deeper into the brand’s mission and strategize to bring an “unmatched cannabis experience to the North American market.”
“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 in a company statement. “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.”
40 dubs the brand’s namesake strain, Afghani Bullrider, as a life-changing product that has helped him manage symptoms related to his battle with multiple sclerosis. To date, the brand’s offerings have expanded to numerous high-grade strains, merchandise, retail and premium cannabis products.
Bullrider is set to open a flagship store in Brampton, Ontario, offering a one-of-a-kind cannabis production and retail experience in October 2021.