GIRAN ENERGY 5K: FELA FOUGHT FOR FREEDOM, ASAKE SELLS WEED, IS THIS THE NEW AFROBEATS?

Afrobeats is no longer just about infectious rhythms and packed-out concerts; it’s now staking its claim in global business ventures. Enter Asake, the street-pop superstar, who has just sparked up a new frontier–cannabis. With the launch of Giran Energy 5K in California, he became the latest Nigerian artist to tap into the ever-growing legal marijuana industry.

But here’s the real question: Is this a visionary move towards cultural dominance, or just another cash grab riding the high of Afrobeats’ global success? If there’s one thing Asake knows how to do, it’s keeping the streets talking and they’re certainly doing that now. 

Taking to social media, Asake showcased Giran Energy 5K, his officially branded marijuana line, which appears to be targeted at California’s booming weed market. The name “Giran,” a Yoruba term that loosely translates to stubborn or rugged, immediately ties the product to his Nigerian roots, reinforcing the cultural fusion that defines his music. 

The global cannabis industry is projected to be worth over $100 billion by 2030, and celebrities are cashing in. From Snoop Dogg to Jay-Z, artists have leveraged their influence to push cannabis brands. For Afrobeats, this marks an evolution–music is no longer the only export; business empires are being built, albeit on drugs and ruinous matter.

But Asake’s move also raises bigger questions. Nigerian culture, while deeply intertwined with the cannabis scene in underground circles, still grapples with strict anti-drug laws and societal taboos. Could this be a step toward normalizing the plant within African communities, or does it remain a luxury business targeted at a Western audience?

Afrobeats is at a crossroads. As its artists transition from just being entertainers to becoming moguls, the industries they choose to invest in matter. Davido ventured into whiskey, Burna Boy dabbled in cannabis-related projects, and now Asake is making a full-fledged commitment to marijuana. It begs the question, what message is being passed across to the Nigerian youth…to their fans? That the only path to success is that of vices and potentially destructive substances?

Will Nigerian fans embrace this move? The legal grey area in Nigeria means that while many listen to Asake’s music about the fast life, they may not be as quick to support an industry that remains largely criminalized at home. Still, one thing is clear: Asake’s Giran Energy 5K isn’t just a weed brand–it’s a statement. Whether it’s a game-changer for Afrobeats entrepreneurs or simply another celebrity side hustle remains to be seen. Either way, Asake has made sure that, once again, all eyes–and lungs–are on him.

As Afrobeats artists continue to branch out beyond music, the conversation isn’t just about beats anymore–it’s about business. Will other Nigerian artists follow suit? Will Giran Energy 5K become a global cannabis sensation, or will it remain a niche luxury product for the Californian elite?

One thing’s for sure–Asake isn’t just making music anymore. He’s making moves.