HYPER DISTILLHYPER DISTILLHyper Distill Audience Intelligence
Cannabis-native tastemakers blending connoisseurship, counterculture media, streetwear style, and maker-minded hobbies into a lifestyle rooted in ritual, rebellion, and refined taste.
They treat cannabis as a full-spectrum craft culture - checking Leafly and Weedmaps like research tools, following Frenchy Cannoli and Herb, then folding it into skate, streetwear, sound, and policy.
Ranked by audience overlap - what makes this audience distinctive
High Times attracts a cannabis audience that treats the plant less like a vice and more like a full-spectrum culture - part connoisseurship, part countercultural identity, part entrepreneurial hobby. The pull of Leafly, Weedmaps, Puffco, Jungle Boys, Frenchy Cannoli, and The Emerald Cup suggests people who care about genetics, gear, legality, and ritual with the same seriousness they bring to streetwear signals like Cookies Clothing and A Bathing Ape, while VICE, Thrasher Magazine, and Foos Gone Wild place them firmly in a world shaped by irreverence, style literacy, and subcultural credibility. A key indicator of their true mindset is the strong overlap between Tommy Chong, Berner, B-Real, Herb, and Vanessa Dora Lavorato - revealing an audience that wants its cannabis fluency to come with humor, taste, and insider expertise, not just consumption.
This is based on 1,086 total affinities - including:
What sets this cohort apart is their dual-nature: on one hand they value old-school, hand-touched counterculture - Tommy Chong, Cheech Marin, Frenchy Cannoli, Thrasher Magazine, tattoo art, graffiti, skateboarding, even leathercraft and woodworking - but they also obsess over precision hardware and future-facing optimization through Puffco, Dab Rite, Horticulture Lighting Group, smart home tech, drones, robotics, and hobbyist electronics. They romanticize the outlaw ritual of cannabis as something gritty, communal, and analog, while building a lifestyle around engineered devices, cultivation tech, and digitally mediated taste - making them feel less like nostalgic stoners and more like underground craftsmen living in the future.
Estimated demographics - inferred using mixture of experts on media affinities
The distinct psychographics making up the base
Conventional wisdom suggests these consumers care primarily about the obvious, however the real tell is that High Times attracts a builder class disguised as a stoner audience - people whose world runs through cultivation systems like House & Garden Nutrients, Horticulture Lighting Group, Cannatrol, DNA Genetics, Brothers Grimm Seeds, and Sensi Seeds as much as through Leafly, Weedmaps, Puffco, and Jungle Boys. Their adjacent passions in audio engineering, hobbyist electronics, 3D printing, car restoration, woodworking, leathercraft, skateboarding, graffiti, and streetwear, alongside media like VICE, Thrasher, Transworld Skateboarding, and creators like Herb and Vanessa Dora Lavorato, reveal an urban male audience in their thirties with real disposable income that treats cannabis less like escapism and more like a hands-on culture of taste, gear, craft, and status fluency.
Showing 10 of 1086 affinities - unlock the full breakdown
Non-obvious, high-leverage moves for this audience
Build a High Times x The Emerald Cup x Frenchy Cannoli 'Cultivation Masters' content and retail circuit with Leafly and Weedmaps distribution, pairing legacy grower storytelling with shoppable genetics, curing tools, and dispensary drops from Sensi Seeds, Brothers Grimm Seeds, Cannatrol, and Horticulture Lighting Group.
This audience does not just consume cannabis culture - it reveres cultivation expertise, breeder credibility, and connoisseur gear, so education-led commerce anchored in legacy names will outperform generic lifestyle sponsorships.
Buy and co-create media across Thrasher Magazine, Transworld Skateboarding, Foos Gone Wild, and Bodega Boyz with a High Times street culture franchise that links skate edits, meme humor, tattoo and graffiti aesthetics, and drop-driven merch collaborations with Cookies Clothing, Blazy Susan, and A Bathing Ape.
Their identity sits at the overlap of weed, skate, streetwear, and internet humor, which means High Times can grow by acting less like a cannabis publisher and more like a cultural badge inside the scenes they already trust.
Activation ideas, media, and partnerships backed by real data.
Find partnership opportunities, media placements, and influencer alignments that actually match your audience.
Identify adjacent audiences for expansion, understand who your customers really are beyond your own analytics.
Understand your audience's identity - what brands they trust, what content they consume, and what drives their attention.
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