Serial Killers Trio Discusses Cannabis Evolution in New Album Interview

Hip-hop veterans B-Real, Xzibit and Demrick are releasing their latest Serial Killers project "This Thing of Ours," marking another chapter in their decades-long relationship with both rap music and cannabis culture. In a new interview with High Times, B-Real and Xzibit trace their journey from smoking compressed brick weed to building licensed cannabis businesses in the legal market.

The conversation offers a window into how dramatically cannabis culture has shifted for artists who came up in an era when possession could derail careers. B-Real, frontman of Cypress Hill and a cannabis advocate since the early 1990s, has watched the industry transform from underground commodity to multi-billion dollar marketplace.

"We still rap circles around younger rappers," B-Real said, addressing perceptions about age and relevance in hip-hop. The statement reflects the trio's confidence on their new release, which they describe as sharp and fully in command despite decades in the game.

From Touring to Business Building

Both artists discussed the stark differences between touring during prohibition versus the current legal landscape. Pre-legalization tours meant navigating patchwork state laws, law enforcement scrutiny, and the constant risk of criminal charges. Today, both B-Real and Xzibit operate legitimate cannabis businesses—a transition that mirrors the broader industry's evolution from illicit market to regulated commerce.

B-Real's Dr. Greenthumb brand has become a recognized name in California's legal market, while Xzibit has pursued his own ventures in the space. Their business trajectories represent a broader trend of celebrity cannabis brands entering the market, though success rates vary widely across the sector.

The interview touches on consumption preferences, including references to Backwoods cigars—a product that remains popular in cannabis culture despite the industry's movement toward health-conscious consumption methods. The contrast between early experiences with compressed "brick weed" and today's boutique strains testing above 30% THC illustrates the product quality revolution that's accompanied legalization.

Industry Context

The timing of this release comes as California's cannabis market faces consolidation pressures and ongoing regulatory challenges. Celebrity brands have had mixed success—some leveraging fame into sustainable businesses, others struggling with the realities of compliance costs and market saturation.

B-Real's longevity in the space gives him unusual credibility. Cypress Hill's 1993 album "Black Sunday" featured cannabis advocacy when it was still firmly countercultural. Three decades later, he's navigating the same regulatory frameworks as any other licensed operator.

The Serial Killers project itself represents a continuation of hip-hop's deep ties to cannabis culture—a relationship that's become more openly commercial as legalization spreads. Artists who once risked their careers discussing cannabis now launch brands, invest in cultivation facilities, and appear in marketing campaigns.

What's Next

"This Thing of Ours" drops as the cannabis industry watches to see which celebrity brands can sustain themselves beyond initial hype cycles. The album's release also coincides with ongoing federal reform discussions that could reshape the industry again.

For B-Real and Xzibit, the project seems less about proving relevance than documenting their continued presence in both spaces they've occupied for decades. Whether that translates to commercial success in either music or cannabis remains to be seen, but their perspective on the industry's evolution offers valuable historical context.

The full interview with High Times explores additional topics including specific strain preferences, business lessons learned, and their take on the current state of both hip-hop and cannabis culture.

This article is based on original reporting by hightimes.com.