Voice Box: The World of Canna-Influencers
There aren’t many canna influencers out there doing it with clarity, consistency, and real value. A lot of the noise is just that—noise. But every now and then, you find people who are actually documenting the culture or building infrastructure behind the scenes.
I’ve had the chance to interact with two of my favorites—LMC and High Chris—and what they’re doing couldn’t be more different, or more important.
LMC: The Street-Level Historian
LMC is a documentarian with a camera pointed squarely at the raw, often gritty reality of the cannabis game. His work captures the urban pulse of the scene—legacy operators, social equity voices, street-to-legal stories that don’t get sanitized for mainstream acceptance.
He’s not out here for product shots or lifestyle fluff. He’s archiving the real stories: what happens when policy meets poverty, when the block meets the boardroom. His videos feel more like oral history than content. And in a space where most people only talk about the shiny side, LMC gives you the blood, sweat, and missteps that built the foundation of the industry.
High Chris: The Brand Builder’s Brand
If LMC documents the culture, High Chris builds the system.
Chris is a business strategist disguised as an influencer. His niche? Teaching people how to actually build brands in the legal market—from product development and messaging to supply chain and retail placement. He offers programs for everyone from first-time founders to serial entrepreneurs looking to clean up their ops.
When I spoke with him, we talked shop on two fronts:
How to build a brand the right way
How to use social media—especially YouTube and Instagram—to attract the right clients without dancing around compliance
What I Learned From Talking With High Chris
1. Start With One Offer. Make It Bulletproof.
Don’t try to sell five things at once. Chris emphasized locking in one solid offer, automating the fulfillment, and removing yourself from the process. Once that’s running like a machine, then you can stack the next thing.
2. Niche Content Wins. General Content Dies.
Chris isn't chasing virality. He’s creating hyper-focused content for a very specific audience—people serious about launching cannabis brands. 200 views from the right people beats 20K from the wrong ones. His 23K-view video wasn’t viral by YouTube standards, but it was a 100x spike in his niche. That’s what matters.
3. Build the Trust Machine (7-11-4 Rule)
He uses the 7-11-4 principle (a Google study):
A customer needs to interact with you 7 times
Watch or consume 11 hours of your content
In 4 different formats (IG, YouTube, email, phone, etc.)
It’s not about selling—it’s about earning trust through content. And long-form content is what builds that trust. Most of Chris's calls come from people who’ve already watched hours of his YouTube before ever reaching out.
4. Delay the Call. Prime the Buyer.
He uses a tactic borrowed from high-ticket sales: don’t let people book same-day calls. Force a 3-day wait and hit them with 15-18 educational emails in the meantime. Not spam—value-packed prep. That way, when they finally talk to you, they’re ready.
5. Start the Brand Before You Start the License
His biggest gem? Don’t buy a license first. Build the brand first—messaging, design, customer base—and launch it without owning a license by using other supply chain partners. License ownership comes after the brand has proven itself. Too many people do it backwards—and go broke.
Final Thoughts
There’s a reason I’ve been following both of these guys.
LMC gives voice to the past and present of this culture.(Hyperlink)
High Chris is laying down the foundation for its future. (Hyperlink)
If you’re in the game—or trying to get in—it pays to study both sides. Because the future of this industry won’t be built by hype. It’ll be built by storytellers and systems.
