Some careers people fall into. Actor-musician Jim Belushi may be an accidental weed farmer, but his approach is far more hands-on than other Hollywood celebs cashing in on the green trend. Check out T. L. Stanley’s piece for more.

Belushi joined the Adweek Challenger Brands this week to chat about his boots-on-the-ground process (including playing harmonica to his plants) and the potential healing powers of cannabis. 

As weed is delegalized across the U.S. and beyond and marketing around it grows, the blanket regulations that prop up automated digital media trading get a little more nuanced. My colleague Rachel Winicov reported last week about why publishers like Penske-owned SHE Media are working with tech vendors to start accepting money from cannabis-related ads.

Back to Challenger Brands. We’ve been busy hosting the boldest and brightest names in the marketing and media industry during this week's event, including ABC Shark Tank co-host Mark Cuban, who poured some cold water on why Clubhouse—still niche—is a tougher place for brands. 

We’re taking the event global too, and if you happen to be in the Central Europe Time Zone tomorrow, I’ll be speaking with marketers from challenger brand Pura Baby and execs from TBWA and Ogilvy about the cultural shifts shaping Europe. Hope to see you there.

I also want to take this time to shout out to Mark Stenberg, the shiniest new member of the Adweek media team, who has some stellar reporting cooking already. You can find him on Twitter here.  

On that note, please consider supporting our journalism with an Adweek+ Subscription and gain full access to all of Adweek's essential coverage and resources.

Thanks for reading and have a great week!

Lucinda

[email protected]

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