Xzibit On Growing His Brand In The Cannabis Industry and Why He Loves Being Underestimated

Just in time for 4/20, the West Coast legend discusses the grand opening of his dispensary, Xzibit West Coast Cannabis, touring with Ice Cube, and his forthcoming album “King Maker.”

Xzibit is a certified hip-hop legend with over three decades in the game. A rapper’s rapper, he’s known for his signature gruff voice, ferocious lyrics, and incredible lyrics.

In 1996, Xzibit released his debut album, At the Speed of Life, featuring his first hit single, "Paparazzi.” Dropping his sophomore album, 40 Dayz & 40 Nightz, in 1998, the single "What U See Is What U Get” would have been one of the most acclaimed visuals ever.

He dropped classic verses on Snoop Dogg’s "B*tch Please" of his album No Limit Top Dogg, and on  "Lolo," "Some L.A. Ni**az," and "What's the Difference" with Eminem on Dr. Dre’s LP 2001.

He boasts an immense discography, including projects such as Restless (2000), Man vs. Machine (2002), Weapons of Mass Destruction (2004), Full Circle (2006), and Napalm (2012), which solidified his status in rap music as one of the premier MCs of his era.

Outside of music, another love of Xzibit’s is cannabis. He’s more than just a consumer of the leaf, he’s a consummate businessman in the sector with his brand, Xzibit West Coast Cannabis, the first-ever cannabis and delivery service in Bel-Air. will celebrate its grand opening on April 28. Speaking with, Xzibit shared his excitement about the venture.

“I've been in cannabis for over a decade and retail was always part of the plan. Getting the store was easier said than done. Connecting with the right people, the right partners, the right operators, was important to me because I don't like getting involved in stuff and having to do extra work,” Xzibit said. “Getting qualified people in place was a big deal for me. Doing retail was always part of the picture but it just now came into fruition. We've been working on the store for about a year. It all came together and it's dope.”

It’s not lost on Xzibit how many challenges and obstacles there are for those who want to enter the cannabis industry, especially for budding Black entrepreneurs.

“Being a person who has seen the majority of people that look like us be hit the hardest, with penalties and incarceration over this plant and to see the move towards legalization and now huge profits being made, if we don’t participate in the business we do a disservice to everyone involved,” Xzibit explained. “So it was important for me to show representation and it’s not just for those who have a big bank and can throw millions and millions of dollars at this. We are the culture and cannabis is the cultural thing.”

“Nobody can own or trademark the plant. It's all about how you represent the culture and I believe that we are at the forefront of that. That's why it's important for people like myself, Al Harrington, and so many more. There's not many of us, but there's plenty of us. And there's more to add to this,” he continued. “So as he goes across the country, as the laws change, as the regulations change, things are gonna get you know, I'm more transparent. Right now, cannabis  is  overtaxed and over-regulated, but we still need to forge forward and have a foothold in this industry.”

In his vast experience, Xzibit noted that California is the most difficult state to enter into the cannabis sector because of governmental bureaucracy and outdated laws, which is by the grand opening of Xzibit West Coast Cannabis is such a milestone for his brand and emerging Black entrepreneurs who want to enter the space.

“California is the hardest state for the cannabis business because of laws, but it’s the biggest cannabis market in the world. It’s a hard entry point. Many people have come through with a lot of funding and still failed, so it's not about just having money. People have lost millions of dollars. 

You have to look at it like you know the end of prohibition. Some brands had the brown paper bag with the three X's on it and then there were brands like Seagrams and Jim Beam that are now 150-year-old brands that still exist today.  I plan on playing the long game. I've got a great group of people around me. My four brothers who built this store with me have experience. They have three other dispensaries already so I feel comfortable branding them with these new stores.”

On the music, Xzbibit is active in the game. He’s on the road with Ice Cube’s Straight Into Canada Tour and shared his gratitude for doing shows with one of his heroes.

“I pinch myself sometimes because I grew up listening to Cube and Dr. Dre. To be called to go support you Cube on the road is a dream come true,” he said. “Cube is still in my top five when it comes to lyricists and MCs. I learned a lot from him growing up. I was inspired by a lot of what he did with his recordings and it's dope to be able to go out without ‘Mega.’ It’s a testament to the work that we put in and it feels good.”

After more than a decade, Xzibit is set to release a new album. Titled King Maker, his long-awaited return to the mic, later this year.

“I've done a lot of film and television and I haven't put out a record since 2014. I would record and then I would stop. To tell you the truth, my man Duke, a producer out here who did a lot of stuff with The Game and Focus from Aftermath, put a battery in my back,” Xzibit explained. “They not only inspired me to do music again but to put everything else to the side to focus on what makes everything click. It’s the foundation and the fundamentals that I could do with my sleep.”

“Once I started recording and getting the rest of this record done it was dope to see how it came together. So I'm excited about it,” he continued. “I don't want to give away who's on it and all that yet. We just finished mixing and mastering. So this thing is coming out and I'm excited.”

Returning from a long hiatus, Xzibit has grown as an artist and human being. Although he did not disclose many details about the project, he believes he’s curated a body of work to make waves in the rap world.

“I love being underestimated. I think that people are not going to expect or be prepared for what we put together. King Maker is not about me sitting on a throne but a transfer of information,” Xzibit noted. “This is everything that has made me and brought me success. This is a mindset, habits, and changes that I had to make to be successful.”

“This is a labor of love, and I put everything I could into this record and yeah, I'm excited to see what people say about it,” he added. “I had to put everything aside and really focus on it. And that's what we've done.”

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