There are certain pairings that don’t need much explanation: a beer at the top a long
hike, butter on pancakes, but none so aligned with our Centennial State as live music
and cannabis. So when Sublime announced their two-night run at Red Rocks
Amphitheatre to kick off 4/20 weekend, the idea of a corresponding cannabis product
drop didn’t feel like a marketing play, it felt inevitable.

“This launch was about creating something authentic and timely around a major cultural
moment,” said Rebecca Maestas of Regime Music Group, who helped bring the
collaboration to market in Colorado. “Sublime headlining Red Rocks… it gave us an
opportunity to create something that feels immediate, local, connected.”

The result is a limited-edition, Colorado-only release in partnership with Schedule 1. A five-pack of half gram pre-rolls
of indica, sativa, and hybrid all wrapped in Red Rocks-inspired packaging and
distributed through a tight network of dispensaries across the state.

“It’s not a generic licensing exercise,” Maestas said. “Sublime has a real connection to
cannabis culture, and we wanted the product, the packaging, and the timing to reflect
that.”

As a born and bred Coloradan, Maestas has been in the state’s cannabis industry since
its earliest days, back when the rules were still being written in real time. From
consistent and personal experience she knows that Colorado isn’t just a convenient
launchpad for a release like this it’s part of the DNA.

“We’re lucky enough to have had a seat at the table early on,” she said. “So when we
do something like this, it’s not just about putting a product out, it’s about doing it in a
way that feels true to the culture.”

That culture, as she sees it, lives at a very specific intersection: music and cannabis,
shared experience and shared space.

“Colorado sits right at that intersection of strong cannabis culture and iconic live music
culture,” she added. “And Red Rocks makes the story especially meaningful.”

Anyone who has goes there knows, Red Rocks is different. Sound bounces off
sandstone, lungs work a little harder in the altitude, Denver glows faintly in the distance.
Artists don’t just play Red Rocks; they measure themselves against it. Music lovers
don’t just go, they remember exactly where they were standing when the music hits.

This isn’t Sublime’s first foray into cannabis, nor is it Maestas’. A decade ago, she
worked on one of the earliest celebrity-endorsed cannabis products with Sublime with
Rome. But this time around, the approach is more intentional–less about novelty, more
about alignment.

“This one is tied to a very specific cultural moment,” she said. “We wanted it to feel like
an event.”

That meant keeping it accessible, too. No inflated price point, no heavy-handed
branding.

“I don’t know that consumers necessarily buy into paying a premium just for an artist’s
likeness,” she said. “It’s about keeping it reasonable and making sure it’s something
people can actually enjoy together.”

Like for many Coloradans to Maestas cannabis isn’t just a product category. It’s
something closer to a social equalizer, a connective tissue that mirrors what live music
already does.

“I really look at this as a movement,” she mused. “It’s taken a lot of people, and a lot of
sacrifice, to get the industry where it is.”

That extends beyond the Red Rocks pre-roll drop. Additional collaborations, including
one with Prism for customizable glass pieces and a line of water pipes complete with
Sublime’s sun logo are already in motion. But even as the product line grows, the intent
stays the same: keep it grounded, keep it real, keep it quality.

“It’s about the culture and the community coming together,” said Maestas.

Which brings it back to their Colorado run at Red Rocks: Two sold-out nights, a band that’s found new
energy with a new generation, and a timeless venue that turns concerts into something
closer to ceremony.

And near the heart of the mix, a limited run of pre-rolls designed to meet the moment,
not define it, not dominate it, just be with it.

“I just hope it adds to the experience,” Maestas said. “That’s really the goal.”