American Idol Judge Kara DioGuardi Joins Cannabis Co.
Grammy-nominated songwriter, producer, record executive, Broadway actress and former American Idol judge, Kara DioGuardi recently joined the board of US cannabis giant TerrAscend. The company will look to leverage its “brand building expertise and sense of talent and product appeal” to continue to grow the brands offered by the company and its recently acquired subsidiary, Gage Cannabis, Jason explained. Wild, executive chairman of TerrAscend.
Seeking to better understand the news, we caught up with DioGuardi, who explained his intention to establish new relations between TerrAscend and the music industry through collaborations with artists, labels and brands centered on the music.
“The industry is incredibly nuanced, which allows me to rely on my creative problem-solving abilities,” she said. This, she added, is one of her greatest strengths.
A different perspective
From her new role at TerrAscend, DioGuardi hopes to bring a “different perspective” to addressing key industry issues including compliant marketing, community outreach and creating more opportunities for women and minorities.
His connection with the plant is also very personal. “Running my own business, non-profit and serving on multiple boards means my mind is constantly on the move. Incorporating CBD with THC into my nighttime routine has been extremely helpful for my sleep and anxiety.
Surprisingly, cannabis has been more of a relaxation tool than a creativity tool.
“Everyone is different, but I’ve definitely seen how cannabis can unlock a deeper level of creativity. Although it hasn’t played a big role in my own songwriting process, I know many creative geniuses who just can’t be their best without it,” she acknowledged.
But it goes far beyond art. The plant has the potential to help society as a whole, she argued.
“I personally believe that cannabis has broad applications for treating physical and mental health issues. We’ve also only scratched the surface of how cannabis can revolutionize pain management, and this plant has the potential to help millions of Americans.
The corporate pool
Getting involved in a cannabis business makes sense for many artists and celebrities. However, most of them register as endorsers or investors. It is not very common to see these high-profile figures join the boards of publicly traded companies. But DioGuardi did.
The question is: Why?
In his view, many of these partnerships are “clever branding strategies that advance the overall appeal of this industry.”
However, she argued, future partnerships “will only be successful if the finances are right and the product is great.” This is why she calls for more partnerships between artists and brands “provided they are put in place to strengthen the reputation of the industry with consumers and investors”.
But there is yet another element to unravel here: Why TerrAscend? Among so many companies, why this one?
For DioGuardi, it’s all about excellence and safety. And she assures that she saw both in the operations of TerrAscend, first hand.
“TerrAscend has positioned itself as one of the leading distributors in the United States and has developed the capabilities to help patients across the country who choose to incorporate medical marijuana into their treatment plans. Joining the TerrAscend Board of Directors gives me a unique opportunity to help the company build compelling brands that resonate with new patient and consumer audiences.
Going forward, DioGuardi will continue to seek out and develop emerging and talented artists. In fact, she co-founded a platform called Bridge, which helps connect music creators with other peers who match their skills, location, and personality. A kind of Tinder for musicians.
“It breaks down the walls between creators and helps them have more control over their careers and how they are discovered,” she concluded.
Stay tuned for more news on DioGuardi, TerrAscend and cannabis in general.