A first-of-its-kind marijuana competition is launching to put a very specific skill—rolling joints—to the test.
The Rolling Derby group, founded by cannabis industry veterans on Wednesday, has organized “speed-rolling tournaments” where adult 21+ can compete with each other in real life or virtually to see which can make the best joint.
In a release, the group stated that “the Rolling Derby at its heart is a celebration of speed and craft. It challenges participants to roll the best joint in the shortest time possible.” The inaugural season of the Rolling Derby will include a worldwide online competition for cannabis lovers, and a series high-profile events in California venues.
The competitions are sponsored by RAW Rolling Papers and will run for four months. At the end, there will be a final championship where 16 of the fastest joint rollers will compete.
Entries for the tournament will be accepted until June 30, 2013. For the entry process, potential competitors are required to upload a video showing them rolling a 1 gram joint with whole nugs on X and YouTube using #rollingderby.
Dean Arbit said that the Rolling Derby turned what millions of people do every day into a spectator sports which celebrated real craftsmanship.
He said: “We are elevating something from the DNA of cannabis culture to show off dexterity, expertise and skill that go into making a perfect rolling.”This isn’t about just speed. It’s about giving deserved credit to an important skill.
It is being touted as an opportunity for marijuana brands to engage and interact with cannabis consumers. They could see how competitors roll and grind their product.
“The Rolling Derby celebrates the real artistry of rolling culture, and that is what RAW® is all about,” Josh Kesselman, founder and CEO of RAW Rolling Papers, said. “I created RAW® to let the true rolling and smoking experience shine through, and this competition is all about showcasing that same authentic craft.”
“For the past two decades we’ve worked hard to make the RAW® brand synonymous with rolling excellence, and we’re thrilled to always support the culture that’s supported us from day one,” he said. “We’re all higher together!”
As the legalization of cannabis has spread, brands are using a wide range of innovative promotional techniques to promote their products.
For example, late last year Toker’s Guide—which offers an online directory of dispensaries in several jurisdictions—listed series of job listings seeking experienced cannabis consumers in states across the U.S. to sample and review marijuana products.
Also last year, the rolling paper company DaySavers announced they’d pay $4.20 to volunteers willing to smoke two free pre-rolled joints and provide feedback on their smokability.
DaySavers launched an independent campaign in March last year to find a “content creator” who would “get paid for smoking weed.” Job description: The social media and event marketing full-time job is worth $70,420. It comes with benefits such as cannabis product tests and travel costs paid for marijuana events.
Some other high-profile clients have also offered to pay people for rolling joints–for example Snoop Dogg, who said several years ago that he pays someone $40,000 to $50,000 per year to have blunts readily available.
California State Fair is bringing back a competition and exhibit for cannabis this year. There will be expanded categories of awards to reflect the variety in the market.
It’s a cheeky nod to America’s War on Drugs that the top-selling video game title is available through Steam.
Martin Alonso is the photographer.