Publisher's note: The Afroman "stoner" anthem, "Because I Got High," was a huge hit a few years ago. It addressed the perceived negative aspects of smoking MJ–being late for work, being arrested, missing class, generally losing at life. And I'll be honest, my wife and I have listened–and laughed–at this oh-so-catchy tune for years.
His new remix (see the video above) is a positive, pro-MJ spin on this classic. Addressing benefits medically, and showing its strengths vs. tobacco and alcohol, as well as pointing to the economic impacts on state budgets. However, it still perpetuates the same stereotype of a sofa-surfing stoner, looking baked, and hanging out with a fairly seedy group of friends. There is one scene where a guy in a wife-beater takes a singe puff and seems to transform immediately that is particularly, well, weird.
Once again, the verbal message is great, but the visual message doesn't match. Why isn't Afroman in a killer suit? Why not shoot this in a sweet, professional-looking BMW with him behind the wheel on his way to a high-powered job? (No pun intended.) Why say "Because I got high," instead of "because I use pot."Â If this was about alcohol, would it be ""Because I Got Drunk?" No. (I know that's the name of the song, but …)
Although many people are going to see this video and hear the message, just as many are going to see it as another perpetuation of the stoner stereotype. Yes, I get it that it is aimed to get the main demographic in OR, AK and DC to mail in their ballots or get to the voting booth. But when this goes viral–it will–it will be seen by thousands in non-voting or non-legal states, which could or could not be good for the cause. In the time it took to write this publisher's note, over 100 more people have viewed the video. And the comments are all good, saluting the pro-MJ stance. So, maybe I'm wrong. But as far as promoting the image of the MJ user above and beyond the key demographic I question it.
However, Afroman is an artist with a right to control his music and image. We certainly salute his using his celebrity and music to bring a new, positive message to the MJ community. As businesspeople, however, controlling the entire message is an important aspect of promoting legalization to bring it into the same discussion as its cousins, alcohol and tobacco. And a shout-out to Weedmaps for investing in this pro-MJ video.
