Proper looks to make a ‘Big Gigantic’ impact with new collab
Proper has established itself as one of Missouri’s premier cannabis brands. A high level of quality that remains consistent across products, a house of brands that each garner attention from consumers in any of the major product categories, simple design and clear messaging, and an impeccable radar for what’s next, have helped to shape Proper. Now the company continues to be on the cutting edge of cool in cannabis, announcing a new limited drop and partnership with live electronic music pioneers, Big Gigantic.
For 14 years, Big Gigantic has been playing packed houses and touring the world bringing their unique blend of jazz, pop, hip hop, and electronic music with them along the way.
Piggybacking on the June 10 release of the band’s new album, “Brighter Future,” the collaboration between Proper and Big Gigantic seamlessly blends cannabis and culture. Bringing the bold art of the “Brighter Future 2” album cover to life on packaging for the drop.
Proper’s Brighter Future will be available as both a badder and a live resin cart, wrapped in colorful packaging that brings to life the Brighter Future album art. Using Proper’s in-house Cookies and Cream and Grape MTN, Brighter Future pairs two of the company’s most popular cultivars to create a flavor profile that tastes like a Dreamsicle and delivers a euphoric high to match. Inside the packaging, those familiar with the Proper brand are in for another change, as the Brighter Future live resin cart also marks the debut of new all-ceramic hardware from the company.
Greenway spoke to Brian McCormac, Director of Marketing at Proper, to find out how Proper and Big Gigantic are giving Missouri’s cannabis patients a taste of a “Brighter Future.”
“I first met Dom, Jeremy, and their manager Ben when I was living in Boulder, CO in the summer of 2008 working an internship for Madison House Presents – who at the time was producing the first-ever Rothbury Music Festival (Now Electric Forest),” McCormac explained. “This was before Big Gigantic even existed, and I believe it was that fall they played their first live performance together at this legendary house party at a mutual friend’s house in 4 Mile Canyon in the foothills of the Flatirons. Shortly after that, they released their first EP and I was blown away by their sound. It was this unique blend of jazz, hip hop, and dance music. They were incorporating their instruments into the live performance, which nobody was really doing at that time. Fast forward to the spring of 2009 and I booked their very first St. Louis show at the Old Rock House where I was the talent buyer for 6 years.”
“I have been following their journey ever since. When they announced their shows for the Brighter Future Tour in Missouri I decided to reach out to Ben because I knew they were huge cannabis advocates, to see if this is something they would be interested in.”
How much input did Big Gigantic have in the collaboration?
“We worked closely with their team on all of the details to make sure we built out a robust plan that everyone could be happy with,” McCormac said. “We didn’t want to just do a product collab – so we created a full marketing plan that included engagement, experience, incorporating their beautiful album artwork, and having a community give-back element through their foundation.”
While both Big Gigantic and Proper have built their identity on delivering unique experiences for their respective fans, another tie that binds the two groups together are their individual reputations for giving back to the community, that pattern continues with the partnership as 10% of proceeds from the collaboration will be donated to the A Big Gigantic Difference Foundation.
“We talked to their team about what we were doing with New Growth Horizon Foundation, and how we could incorporate ‘A Big Gigantic Difference Foundation’ into the partnership. Like NGH for us, ABGDF is embedded in the fabric of everything they do as an organization,” McCormac told Greenway.
Big Gigantic will be making stops on the Brighter Fututre Tour in Kansas City at the Arvest Bank Theatre at the Midland on July 14 and in St. Louis at The Factory on July 17.
Those who purchase two Brighter Future extracts between June 29 and July 10, at participating locations, will get the chance to win 2 tickets to see Big Gigantic live.
In St. Louis, all three Proper Cannabis dispensaries will be participating locations, in the Kansas City area participating locations include:
Riverside Wellness – Riverside
3rd Street Dispensary – Lee’s Summit
BesaMe Wellness – (All Locations)
“If you have never seen Big Gigantic live in concert you do not want to miss out,” McCormac said, “The new album is incredible.”