(Photo: John Bazemore, Associated Press)

SAN FRANCISCO — Snoop Dogg is launching a budding digital media business dedicated to cannabis.

The rap artist-turned-tech investor envisions Merry Jane as an online destination for pot smokers and the growing industry that serves them.

Merry Jane will feature celebrity interviews, news coverage of the cannabis industry, as well as helpful tips such as how to identify the best cannabis strain for you. Original video series will explore the cannabis culture, from "Deflowered," which focuses on "first time" experiences, to a cooking show on how to make edibles or food that pairs with cannabis.

 

Snoop Dogg made the announcement on stage at technology conference TechCrunch Disrupt in San Francisco.

 

Snoop Dogg has become keenly interested in the tech world, investing in start-ups, even proposing that he become the next chief executive of Twitter. On Monday, Snoop Dogg joked he might even consider changing his name to Snoop Tech.

Merry Jane is an ambitious project for Snoop Dogg, one which he thinks will encourage pot smokers all over the world to "come out of the closet."

"There are so many people in the closet, and we are giving them an opportunity to come out of the closet and just admit they like to smoke," he said. "My name is Snoop Dogg and I'm a stoner."

 

Merry Jane will rely mostly on advertising but plans to become a hub for cannabis commerce, according to Merry Jane co-founder Ted Chung.

Merry Jane is giving out a small number of invitations to people who want early access to the service. It will open to the general public in a few weeks.

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