First-of-its-kind partnership will encompass consumer products, TV, film, content and more.

High Times, a cannabis-based content and media company, has appointed United Talent Agency to represent its brand across wide-ranging media, content, licensing and consumer products.

The partnership is the first of its kind for High Times, as well as the most significant relationship that any cannabis-based business has formed with a traditional global talent agency, according to High Times.

UTA will now represent the brand across multiple categories including film, television and digital, consumer products, licensing, games and premium brand sponsorships. The agency will also help develop key partnerships for the magazine through its relationships with studios, networks, digital publishers and streaming platforms, as well as consumer brands and brand marketers, among others.

“With society finally moving past the days of ‘Reefer Madness’ and into an exciting, new post-prohibition era, our partnership with UTA will allow High Times to harness the creative acumen and media access of one of the world’s largest and most dynamic talent agencies in order to create feature films, scripted and unscripted TV shows, video content, apps, games and experiential programming that reflects our shared vision,” says David Bienenstock, head, content, High Times.

According to High Times, the company has served as the premier authority on the marijuana industry for more than 40 years, covering a variety of facets such as marijuana’s impact on the economy and the legalization movement. The company has also developed its Cannabis Cup events series, which includes awards for the best cannabis strains and products, educational seminars, musical performances and exhibitions of cannabis products and services.

“As the authoritative voice of authentic cannabis culture for more than 40 years, High Times remains committed to producing cutting-edge content that educates, entertains, enlightens and inspires when it comes to marijuana,” says Larry Linietsky, chief operating officer, High Times. “High Times is proud to be aligned with UTA as we expand our leadership role in this fast-growing market.”