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FYI

Unison Cultivates New Sponsor In Up Cannabis

Canada legalized marijuana on Tuesday, and the day following Canadian pot company Up Cannabis was on the grass at Lionhead Golf Club in Brampton, ON to present Unison music charity ED Amanda Power with a cheque for $150K.

Unison Cultivates New Sponsor In Up Cannabis

By FYI Staff

Canada’s bold legislative move to decriminalize the use of recreational weed is proving to have beneficial consequences for the music industry.


Canada legalized marijuana on Tuesday, and the day following Canadian pot company Up Cannabis was on the grass at Lionhead Golf Club in Brampton, ON to present Unison music charity Executive Director Amanda Power with a cheque for $150,000. It's part of grand scheme by the homegrown company to roll itself into the music biz and embed its brand at a number of charitable events and music fests this year.

The donation was made at the Canadian Entertainment Charity Golf Classic, which has raised more than $500,000 for worthy causes over the past 20 years.

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Up Cannabis, a wholly-owned subsidiary of Newstrike Resources Ltd. (TSX-V:HIP) and the Unison Benevolent Fund, the non-profit, registered charity that provides counselling and emergency relief services to the Canadian music community, extends to Unison members access to a responsible use resource where answers to questions about the emerging legalized cannabis marketplace can be found.

Up Cannabis CEO Jay Wilgar said the partnership is meant to solidify Up’s “wholehearted support” of the Canadian music industry, which began with fundraising support in 2017 at Unison’s Holiday Schmoozefest and the 2018 Unison Rocks Charity Bonspiel in January.

“With strategic partners on our side including Canada’s iconic musicians, The Tragically Hip, and world-class entertainment consultants at The Feldman Agency, our brand is steeped in the music business,” Wilgar said. “We could not think of a better way to show our support for the industry than to ensure the music community is getting the health & wellness resources it may need as the cannabis industry moves toward legalization. We’re thankful for this partnership and look forward to cultivating health together.”

The partnership extends beyond being Presenting Sponsor at Wednesday’s Canadian Entertainment Charity (CEC) Golf Classic. The fundraiser expands this year to include events in Toronto, Vancouver and Montreal/Ottawa.

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“Up Cannabis’ support is instrumental in allowing this fundraising event to grow nationally, which ensures additional resources to sustain and expand Unison’s health and counselling services,” Unison Chair Derrick Ross, Chair explained.  “Up, in partnership with Unison, will be raising awareness of the safe and responsible use of cannabis. We’ll be continuing to support the music community in times of need through counselling, while also exploring how we can educate the general community.”

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Peso Pluma at the 2023 Billboard Music Awards at The Mayan in Los Angeles, California. The show will air on November 19, 2023 on BBMAs.watch.
Gilbert Flores for Penske Media

Peso Pluma at the 2023 Billboard Music Awards at The Mayan in Los Angeles, California. The show will air on November 19, 2023 on BBMAs.watch.

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