How CJ Wallace Turned His Connection To Notorious B.I.G. Into A Cannabis Brand
Christopher Jordan “CJ” Wallace was exposed to the music industry at an early age. As the son of Notorious B.I.G. and Faith Evans, the 22-year-old recalls growing up with countless musicians stopping by his family’s home studio. “We had a studio in our house when we lived in Atlanta. This is around the time [of] Bad Boy South,” he tells VIBE during a visit to our Times Square office. “Any given Tuesday, Usher might come over. It would be crazy.”
While his childhood home served as a revolving door to legends, his family members purposefully delivered a reality check in the form of life-altering questions about his future. CJ’s mom, stepfather, Todd Russaw, and paternal grandmother, Voletta Wallace, constantly reinforced this idea of purpose and responsibility. Though he was only five months old when his father was fatally shot in 1997 in Los Angeles, he was expected to uphold Big’s legacy.
“[They] would talk to me very truthfully, like, ‘hey, it’s not fair, but this is how it is,'” he explains. “'You have a responsibility that a lot of people don’t have and that a lot of kids your age don’t have. You could f**k it up, or you could do something right.’”
This jolt of truth unfolded into a mission to discover what he was meant to do. His options were relatively limitless. The obvious path would be to get into music or maybe fashion. While CJ still had many of his dad’s artifacts – including freestyle videos and at-home footage – he wanted to learn what connected him not only to Notorious B.I.G., the persona, but to also Christopher George Latore Wallace, the man. “For me, it was figuring out how I can develop a brand that can honor the legacy of my father, be something I’m proud of and can pass down to my kids and grandkids. And yeah, something my grandma will definitely support at the end of the day.”
And that’s when it hit him. CJ remembered the relaxed and joyful vibe that overcame his family’s old Atlanta studio. “It’s all about the energy and that’s kind of where for me – sitting next to the speaker, smelling the cannabis, smelling the incense – that was what started it for me,” he says.
Wallace went on to found Think BIG, alongside Willie Mack and Russaw. Think BIG, he explains, is a brand and social movement encouraging society to embrace the cannabis industry and realize its potential to heal and stimulate creativity. In its first plan of action, the brand launched its first product: The Frank White Blend, named after one of B.I.G’s many aliases.
Right now, there is a common focus on the recreational use of cannabis; consumers are flooded with images of kids, middle-aged adults, and celebrities sparking up to escape their realities or “have fun.” Prior to the arrival of Psalm West, Kim Kardashian threw a CBD and meditation-themed baby shower for her fourth child in April 2019. In addition to lifting you off the ground, however, Wallace, Mack and Think BIG want to introduce society to the healing and creative benefits of cannabis. Mack learned about cannabis’ healing powers in a major way during his youth.
“As a kid, watching [how] the AIDS crisis ravaged the world and seeing the LGBT community fighting for cannabis to help them with nausea during AZT [antiretroviral medication used to prevent and treat HIV/AIDS] was my first indication of [thinking] cannabis was a drug, but people are actually using it to try to stay alive,” Mack said, noting that he had several family members who were dealing with HIV/AIDS.
Similarly, Wallace uncovered the alternative nature of the plant when his family experimented with it as a form of medication for his younger brother, who was diagnosed with autism. After testing various strains, Wallace confirms they found the right balance, but since cannabis isn’t an approved medication, his brother is unable to use it publicly. “This is helping my youngest brother every day,” he insists. “It’s unfair because we can’t give it to him and let him take it to school and have the school nurse actually prescribe it to him so he’s constantly getting that regular medication. You can’t take it to school, but the kids in his school are being given opioids, which has crazy after effects.”
Creatively speaking, Wallace and Mack consider cannabis to be the “ultimate ghostwriter.” It’s no secret B.I.G. was an advocate. From numerous consultations with his family members, he learned his dad often smoked while recording. (Mack also notes famous smokers like Johnny Cash, Louis Armstrong, and Bob Marley.) Just about every corner of the music industry has dabbled in recreational smoking, but no genre has been hit as hard as hip-hop. While fans love to watch Snoop Dogg smoke on Instagram Live or share a spliff with Kid Cudi during a concert set, the hip-hop community as a whole is met with backlash and often times targeted by police due to cannabis.
“I feel like anything associated with black men is just immediately going to be deemed bad or evil,” Wallace says, referencing the negative connotation rappers receive. It’s Wallace’s mission, however, to adjust that perspective. “I feel like it’s really up to us to change that narrative. That’s why I try so hard to stop saying words like ‘weed.’ Cannabis, it’s actually a plant," he continues. Both Wallace and Mack noted the terms "weed" and "marijuana" hold negative connotations and are commonly used in connection with minorities. "We were lied to for so long. If we were given proper knowledge from the start, I feel like the entire hip-hop community and the entire way we talked about it would’ve changed.”
Beyond educating consumers with their message and products, Think BIG also seeks to improve the criminal justice system as well as launch charitable projects. According to “The War on Marijuana in Black and White,” on average, a black person is 3.73 times more likely to be arrested for marijuana possession than a white person. Such racial disparities reportedly exist in all regions, states, and counties around the United States and largely contribute to today's mass incarceration crisis.
In recent years, the U.S. government has made significant strides to correct this injustice. California, Nevada, and Maine are among the first states to legalize cannabis; states such as New York have already begun the process of exonerating offenders convicted of nonviolent charges and marijuana possession. Despite the steps forward, Wallace and Mack say there is a long road ahead.
Not only is it difficult to eradicate a vicious cycle that has left many black and brown people behind bars, but it is also hard to forge spaces for them to succeed in a rapidly changing industry. “Being able to understand how to navigate the industry that’s constantly changing and to do it without a bank account or full funnel of money, makes it that much harder,” Mack says. “Then on top of that, you got people sitting in jail who should be out of jail for nonviolent possession of cannabis. So, we’re faced with having to work four times as hard to make half as much because of the color of our skin. It’s a constant fight and we look at it as how can we set an example, share our knowledge, [and] show more information?”
It takes a group effort, Mac says. While Think BIG is setting a place at the table for black businesses in the cannabis industry as well as shifting the conversation around the plant, Mack suggests other ways to get involved that ultimately uplift the black community. “It’s much easier to enter into the market based on something you already know,” Mack insists, pointing out the opportunities for design firms, packaging, and communication firms to join the movement.
Wallace and Mack know the journey ahead is going to be a roller-coaster ride fit with many twists and turns, but they’re ready. “You got to dream big, as your dad said, and think big,” Mack says. “Everyone else in this industry is thinking about global billion-dollar companies, why shouldn’t we?” As for Wallace, he understands how difficult the process is and will be, “but, it wasn’t more emotional than the first 21 years of my life.”