Gazzy Garcia (born August 17, 2000), known professionally as Lil Pump, is an American rapper and songwriter and now cannabis entrepreneur. Known for hits including “Gucci Gang” and “I Love It,” he is also known for being an aficionado of cannabis. With over 17 million followers on Instagram, Lil Pump has the power to boost any brand, but he’s a particularly good fit with the new Smoke Unhappy brand.
Isn’t recreational pot all about “happiness” though? How does “unhappy” work as a cannabis brand? And why Lil Pump as the celebrity spokesperson?
First of all, Lil Pump seems to be a pretty unhappy dude. He owns the EMO rapper space with authentic, self-admitted depression, negativity, ennui, and generalized badness. No disrespect intended. That’s his thing and he does it well.
But look a little deeper and you see the beautiful irony and a statement for our times. Lil Pump’s clothing brand at Unhappy.com is a great twist on the iconic Smiley “happy face” graphic from Harvey Ball that’s probably sold a billion t-shirts since the 1960s. That was then, this is now. In these times, we are worried and stressed out, with the world ending in twelve years and that whole 60’s hippie idea of happiness that our (now) grandparents pushed on us turned out to be an empty scam. So “unhappy” makes a lot of sense now as a cultural statement and maybe a brand. Given the escape, affordable luxury and connection to a star with a close connection to the target demographic, the Smoke Unhappy brand might be making investors very happy.