The Roll-Up is a YouTube series that captures an engaged audience interested in inspiration, music, and cannabis culture. Our goal is to provide a casual and humorous exploration of legal cannabis as an artistic muse, to capture personal anecdotes from beloved musical personalities, and to record performances emerging from the in-studio experience. These conversations will be moderated by Christian Detres, a long-time lifestyle journalist (VICE, BUST, Bushwick Daily, RVA magazine) and influencer in the music and film industries, and hosted at the legendary Sound of Music Studios in Richmond, VA. 

Each week, The Roll-Up invites three to four musicians to gather at Sound of Music to sample a curated strain of cannabis introduced by the grower, discuss its merits, and rate its effects. Once influenced by its charms, these musicians will engage in banter with the moderator, highlighting their careers, anecdotes, and styles as they relate to the unique group and the free-flowing conversation. They will then create an impromptu performance - a jam session - which will be recorded, mixed, and mastered by Music Producer John Morand for release on video and in audio formats. 

Target Audience: We seek to engage an audience constrained by lifestyle, rather than demographic metrics. Across all ages, genders, and economic strata, cannabis has touched the lives of nearly everyone attuned to music and the arts - as a partaker or bystander. Marijuana’s legacy as a catalyst to artistic expression is the call to curiosity for nearly every community invested in both. We will be inviting omnigenerational guests from disparate musical communities (hip-hop, punk, classical, pop, country, experimental etc) to add complexity and unpredictability to the output of the recorded sessions. The common denominator is their willingness to collaborate under the influence of their favorite inspirational substance.