Cypress Hill Receives Golden Advocacy Award for Three Decades of Cannabis Leadership

Before cannabis was mainstream, before dispensaries lined California streets, and long before politicians embraced legalization, Cypress Hill was boldly advocating for the plant that would eventually become one of California’s most valuable agricultural commodities. 

We recognized (opens in new tab) their leadership at the California State Fair by co-presenting the legendary hip-hop group with the Golden Advocacy Award, recognizing their three-decade commitment to cannabis culture, destigmatization, advocacy, and criminal justice reform.  

Breaking Barriers, Building Acceptance 

Cypress Hill became the first hip-hop group to openly embrace cannabis culture on mainstream platforms, fundamentally changing the genre’s relationship with cannabis and paving the way for today’s normalized discussions around the plant.  

When they started in the early 1990s, cannabis advocacy was considered rebellious, and for Cypress Hill, it was always about truth, freedom, and justice. 

“When we started, talking about cannabis was rebellious, but for us, it was always about pushing for truth, freedom, and justice,” said B-Real of Cypress Hill. “We’ve used our platform to educate, advocate for common-sense laws, and now, to fight for those still incarcerated for something that’s legal in so many places.” 

Their advocacy evolved from cultural pioneering to concrete political action, including their 2010 partnership with NORML for the “Legalize It” tour supporting California’s Proposition 19. This demonstrated how artistic influence could drive real legislative change. 

Pioneering Cannabis Education 

Beyond cultural impact, Cypress Hill pioneered cannabis education by incorporating cannabis facts in their “Black Sunday” album liner notes, collaborating with NORML, High Times magazine, and cannabis activist Jack Herer to counter misinformation. At a time when accurate cannabis information was scarce, they used their platform to educate millions of fans worldwide. 

Their commitment to education continues today. B-Real has transitioned from advocate to business leader, operating six Dr. Greenthumb dispensaries across California with expansion plans to multiple states, proving that authentic advocacy can evolve into successful business leadership. 

Fighting for Justice 

Cypress Hill’s recent efforts focus on criminal justice reform. During their “We Legalized It” 2024 tour, they pledged $1 from each ticket sold to support individuals incarcerated for cannabis offenses that are now legal. 

“We are going to keep fighting until everyone is free and the plant is fully legalized nationwide,” B-Real emphasized, showing that their advocacy extends far beyond cultural acceptance to actual criminal justice reform. 

Cultural Impact That Changed Everything 

“What Cypress Hill did for cannabis culture can’t be overstated,” said Lauren Carpenter, CEO of embarc and California Cannabis Awards co-organizer. “They didn’t just help destigmatize cannabis; they made it impossible to ignore. Their journey demonstrates how artistic expression can pave the way for widespread acceptance and, most importantly, create real-world impact for those disproportionately affected by past cannabis laws.” 

Cypress Hill’s recognition reflects California’s continued leadership in cannabis culture and advocacy. Their three decades of work helped create the foundation for California’s legal cannabis industry: one that prioritizes quality, education, and social justice. 

Ready to experience California’s finest cannabis for yourself? Visit your local Embarc dispensary today. We can’t wait to serve you and help you discover why California cannabis continues to set the gold standard. 

Find your nearest Embarc location at goembarc.com/locations (opens in new tab)