Cultivating Excellence: The Rise of 22Red in the Cannabis Industry
In the realm of rock music, the name Shavo Odadjian resonates deeply with fans worldwide. Of course, he’s the bass player of the legendary band System of a Down. Their music was certainly etched into the soundtrack of my teenage years, including driving around back roads with my friends, smoking a dime bag of what could barely be considered weed and purchased from a random guy in a van behind the Piggly Wiggly (you’ll know it if you’re from the Midwest). But beyond his contributions to the world of music, he has embarked on a fascinating journey into the cannabis industry with his brand 22Red, which started as a lifestyle brand and has evolved into one of the most respected names in the cannabis industry. This is due to Shavo’s own involvement in the project, his commitment to innovation and genetics, and that every single new product goes through and needs to be approved by him… he doesn’t want to coast on being a recognizable name, but instead on the quality of what 22Red produces.
“I hate the stigma of being a celebrity brand; that's a handicap. The fact that we are a celebrity brand in a lot of people's eyes because of me being the founder… it's so much more than that. I am the face, but I don't want people to think just because I'm involved that we’re getting a free ride. I know it's even tougher for people to take me seriously because of that stigma that exists with celebrity. This is different, and you gotta keep the consistency.. A lot of new brands, they don't want to wait and take that time (to produce great product). I'm growing a brand. We’re not trying to make a quick buck here”, says Shavo. In our interview, it was very clear that he is a man who is highly dedicated to his company and team, his creative endeavors, and growing really, really good weed backed by both science and love.
Shavarsh "Shavo" Odadjian was born on April 22, 1974, in Yerevan, Armenia. He moved to Los Angeles, California, at a young age and soon found himself deeply immersed in the city's vibrant music scene. Shavo's passion for music led him to join forces with Serj Tankian, Daron Malakian, and John Dolmayan, and in 1994, System of a Down was formed. The band's unique blend of metal, rock, and socially conscious lyrics quickly gained them a fervent fan base with renowned albums like "Toxicity" and "Mezmerize". Their songs, known for their bold social commentary, resonated with my generation as we tried to find ourselves, and grow beyond the status quo and the boxes we were supposed to fit in. Shavo has been a recreational cannabis user since his younger years, using it to inspire and relax as many musicians do. Shavo was never much of a drinker and discovered cannabis through the music industry, when someone passed him a joint and he realized the benefits, both physically and mentally. His interest in genetics grew over the decades as he tried different strains from around the world, particularly through band travels in Amsterdam. He never intended to enter the industry as a brand, but Shavo's foray into the cannabis industry was inspired by his deep-rooted love for the plant. As an advocate for responsible cannabis use and a proponent of its medicinal properties, Shavo embarked on a mission to create a brand that would redefine the industry's standards. In 2018, 22Red was born.
When discussing 22Red’s expansion into Arizona, Shavo said, “We finally have our own proprietary grow. We're going to have proprietary strains that I have been saving and collecting; I have hundreds and thousands of seeds that have been given to me from across the world as I toured. From day one, genetics was something I was infatuated with, and how you can cross strains and make something completely different. I used to just put two different strains in one bowl and hit it, but now we can actually breed our own”.
The brand name "22Red" also holds a special significance for Shavo. The number 22 corresponds to his birthdate, April 22, while "Red" symbolizes his fiery passion for music, cannabis, and creative expression. 22Red stands as a testament to Shavo's commitment to excellence and quality in all his endeavors, whether it be his new Live, Ice Water Hash Infused Pre-Rolls, which are hitting Arizona dispensaries on December 15th, or his latest creative project, he always seems to be working on something. Frankly, I don’t know where he finds the time; just hearing about all of his current projects is overwhelming to me. Thankfully, there’s weed to help with that.
At the heart of 22Red's ethos lies a dedication to producing top-tier cannabis products that are both sustainable and of the highest quality. Shavo's vision for 22Red is to set a new standard for the cannabis industry, one that prioritizes environmental responsibility and consumer well-being. One of the brand's standout products is its line of premium cannabis flower, available in eighths, half once “Smallz”, and pre-rolls in both personal .5g and 1g options. Grown using top technology from unbeatable cultivators, 22Red's cannabis strains are a testament to the brand's commitment to pushing the boundary of what is possible with the plant. The cultivation process focuses on methods that emphasize the plant's natural qualities to pack the highest punch for aroma, flavor, and potency.
22Red offers a wide range of cannabis products designed to cater to the diverse needs and preferences of cannabis consumers. They are always coming out with new products, but their focus is on the long-term, and would rather take time to make sure their offerings are ready to hit the shelves in order to be the absolute best possible from the start. “(If something isn’t ready) I'd rather pull out and work and build again, and then put things back out there… because I feel like we’ve got something here and we have the right message. We have the right people with the right aim; our whole entire thinking process is what I feel the industry needs. When hard work is put into something, I just get a bigger reward from it, you know what I'm saying? I want people to be able to tell that this is all done with love. You have to do it with love”.
22Red is currently available in Arizona, California, and Nevada. Although their goal is to continue expansion to the East coast, the priority is to make sure their strains retain consistency and recognizability throughout. “We have talks with New England areas and always there're a lot of people interested in bringing us (to their state) because they're kind of seeing what's happening, and they're seeing that this is good. This is gonna last and they want to have a piece of it. But I really want to make these three states strong and build our foundations right before we spread ourselves too thin and then have to worry about every other state. It's a long road, and it's not easy,” says Shavo.
22Red's current product lineup includes:
Infused Water Hash Pre-Rolls: super-charged 1g pre-rolls with 22Red’s platinum flower rolled with live ice-water hash. High potency at 30-40% THC, 100% solventless, and live hash made from fresh frozen flower. Our team loves these!
Live Ice Water Hash Rosin: 22Red’s live hash rosin dabs are the ultimate in premium concentrates. Top-quality indoor cannabis trichomes are extracted from ice baths, creating a highly potent (60-70%) concentrate experience.
Flower: 22Red's radically premium cannabis flower comes in a variety of strains, each carefully cultivated for unique aromas, flavors, and effects. The attention to detail in the cultivation process ensures a consistent, high-quality experience for users, with strains specifically cultivated by Shavo himself with his team of growers. Available in eighths and also the popular half ounce “Smallz” option, all of their strains have big flavor and big effects. (See our Cactus Approved column for our glowing review of Zookies “Smallz” in the past).
Pre-Rolls: For those seeking convenience, 22Red offers pre-rolled joints made with their top-quality nugs. Each pre-roll is expertly crafted to deliver a smooth, flavorful smoking experience, perfect for packing and sharing with friends, and available in both a Personals .5g Pre-Roll 7 Pack, and 1g Pre-Rolls.
Live Rosin Disposable Vapes: This is a live rosin disposable vape, crafted from cold-pressed ice-water hash. With a focus on purity and potency and an incredibly smooth draw, this is a great option for those seeking discreteness and convenience. With its sleek design and branding, it looks as beautiful as it tastes.
What sets 22Red apart is not just the quality of its products but also the overall experience it offers to consumers. Shavo Odadjian and his team have prioritized customer education and engagement, aiming to create a sense of community around the company, which originally started as a lifestyle brand. They have established an informative online presence, with resources on their website that help consumers make informed choices about the products they use. Shavo often shares his personal experiences with cannabis, emphasizing responsible and mindful consumption. Additionally, 22Red hosts events and collaborations that bring their communities together, fostering a sense of belonging within the cannabis world. These events often feature live music, art, and opportunities for consumers to engage with the brand and its mission, such as our yearly Phoenix Suns Basketball Event in which the 22Red team sponsored the DJ booth.
Beyond the business aspect, Shavo Odadjian and 22Red are committed to promoting social responsibility within the cannabis industry. Shavo envisions a future where cannabis is not only a source of recreation and relaxation but also a tool for social change and healing. He has been outspoken about the benefits of cannabis for individuals struggling with various medical conditions, including chronic pain, anxiety, and PTSD. Shavo's advocacy extends to supporting initiatives for cannabis research, legalization, and responsible consumption. He believes that cannabis has the potential to transform lives and contribute positively to society.
As Shavo Odadjian continues his musical journey with a new personal music project and an album to be released within the next year, his dedication to cannabis and 22Red remains unwavering. He’s currently spending 10 hours a day in a studio recording, but is still actively involved with every decision 22Red makes and every product they produce. With a strong emphasis on quality, sustainability, and community engagement, 22Red is poised to continue to make a significant impact in the cannabis industry and is dedicated to long-term change. Shavo's vision for responsible and mindful cannabis consumption has the potential to shape the future of this evolving industry.
Through his diverse talents and passions, Shavo Odadjian is not only an influential musician but also a visionary entrepreneur, with a true heart for cannabis, cultivation, and strain development. 22Red is a testament to his commitment to excellence, quality, and creativity, and it's an exciting example of how a renowned artist can use their platform to make a positive impact on the world, instead of assuming that having a recognizable name will bring customers and success. Whether you're a fan of his music or a cannabis enthusiast or both, 22Red never disappoints, and remains a fan favorite for our staff at Cannabis Cactus and our community.
Many thanks to Shavo Odadjian, Alexa Oliphant, and the entire 22Red team for taking the time to do this interview, educate us further on their brand and products, and being a dedicated Cannabis Cactus partner.
