Snoop Dogg is many things. He’s a rap impresario and a foundational figure in modern hip-hop. He’s a not-all-that-terrible actor. He knows how to play his public image to maximum effect. And damn is the dude a pothead.

Snoop_Dogg_snapped_attending_a_press_conference_in_IndiaNo one expresses love for the ganja quite like Snoop. There are strains named after him (some official, others less so). He has favorite pot shops in Colorado. And it’s a safe bet the permanent smell of burning weed is baked into the walls and upholstery of his well-earned mansion.

But now Snoop is pushing new boundaries. America’s most famous/infamous marijuana fanatic has started a new business to take advantage of the exploding media focus on pot. Backers of the company, including Snoop, describe it as a “premier media platform at the intersection of cannabis and pop culture.” It’s known simply as Merry Jane.

420 new users every day

The business plans to launch a complete website in October, though visitors are already welcome to try the beta version by invitation. Merry Jane is letting in 420 users a day to test the site.

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“After watching where the cannabis industry is headed, I wanted to create a platform that will take this movement further by creating a destination where people could find fresh content,” the rapper said.

It’s not entirely clear yet, at least not publicly, exactly what Merry Jane will do. Presumably it will help connect patients and recreational users with quality cannabis in places where the drug is legal. Four states currently permit legal use of marijuana: Colorado, Oregon, Alaska, and Washington. The District of Columbia has also legalized weed.

California is likely to join suit next year, when a legalization petition could be on the statewide ballot. Voter support for the idea is above 50 percent, giving the nation’s largest state a good chance at ending pot prohibition. If and when that happens, Snoop will have access to an enormous pro-marijuana market in his home state.

Top tier of celebrity stoners

bluntFew celebrities command the respect of fellow potheads quite like Snoop. He exists among a rarified group of super-popular stoners: Willie Nelson, Seth Rogen, Morgan Freeman. And his influence on the lifestyle and industry can’t be underestimated.

Snoop has yet to give his name or likeness to a specific dispensary, pot shop, or line of products. But he has invested in the marijuana industry before, putting money into a pot delivery startup earlier this year. He also has his own strain, sold at a shop in Denver, though the tie is unofficial.

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