Grammy-nominated songwriter, producer, record executive, Broadway actress and former American Idol judge, Kara DioGuardi recently joined the board of directors of U.S. cannabis behemoth TerrAscend. The company will seek to leverage her “brand building expertise and eye for talent and product appeal” to continue to develop the brands offered by the company and its recently acquired subsidiary, Gage Cannabis, explained Jason Wild, executive chairman of TerrAscend.
Looking to better understand the news, we sat down with DioGuardi, who explained her plan to establish new relationships between TerrAscend and the music industry through collaborations with artists, record labels and music-centric brands.
“The industry is incredibly nuanced, which allows me to lean into my creative problem-solving capabilities,” she said. This, she added, is one of her greatest strengths.
A Different Perspective
From her new role at TerrAscend, DioGuardi expects to bring a “different perspective” to address key industry issues including compliant marketing, community outreach and creating more opportunities for women and minorities.
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TERRASCEND
“Running my own business, nonprofit and sitting on a number of boards means my mind is constantly running. Incorporating CBD with THC into my nighttime routine has been immensely helpful for my sleep and anxiety.”
Surprisingly, cannabis has been more of a relaxation tool than one for creativity.
“Everyone is different, but I’ve certainly seen how cannabis can unlock a deeper level of creativity. While it hasn’t played a significant role in my own songwriting process, I know many creative geniuses who simply cannot be at their best without it,” she acknowledged.
But this goes well beyond art. The plant has the potential to help society as a whole, she argued.
“I personally believe that cannabis has broad applications in addressing physical and mental health conditions. We’ve also only scratched the surface in terms of how cannabis can revolutionize pain management, and this plant has the potential to help millions of Americans.”
The Corporate Pool
Getting involved with a cannabis company has made sense for many artists and celebrities. However, most of them sign up as endorsers or investors. It is not very common to see these high-profile personalities join boards of directors of publicly traded companies. But DioGuardi did.
The question is: Why?
In her view, many of these partnerships are “smart branding strategies advancing the mainstream appeal of this industry.”
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TERRASCEND
However, she contended, future partnerships “will only be successful if the financials are right and the product is excellent.” This is why she’s calling for more partnerships between artists and brands “as long as they are set up to strengthen the industry’s reputation to both consumers and investors.”
But there’s yet another component to unravell here: Why TerrAscend? Out of so many companies out there, why this one?
For DioGuardi, it’s all about excellence and safety. And she ensures she’s seen both in TerrAscend’s operations, firsthand.
“TerrAscend has positioned itself as a top distributor in the United States and built the capabilities to help patients across the country who choose to incorporate medical marijuana in their treatment plans. Joining TerrAscend’s board gives me a unique opportunity to help the company build appealing brands that resonate with new patient and consumer audiences.”
Going forward, DioGuardi will continue to seek and develop emerging, talented artists. Actually, she co-founded a platform called Bridge, which helps connect music creators with other peers who align with their skill sets, location and personality. Kind of a Tinder for musicians.
“It's taking the walls down between creators and helping them gain more control over their careers and how they are discovered,” she concluded.
Stay tuned for more news on DioGuardi, TerrAscend and cannabis in general.
This article was originally published on Forbes and appears here with permission.
