“We have been playing music to the plants since we started here”, says Jay Wilgar, CEO of Newstrike during his tour to their cannabis facility Up Cannabis. Amongst artificial lighting and other technical installations there are also speakers installed. To Midas Letter Jay says music it is not only nice for the workers, but also, based on some studies, beneficial to the plants. “Feel the density of it. That is the music”, he laughs.
Music plays a bigger role within the company in Lincoln, Ontario, which they are currently scaling up to 500,000 square feet. To upscale brand awareness of Up Cannabis, Newstrike Brands partnered with Canadian rock band The Tragically Hip, resulting to the drummer to name the strains.
Check out the video below.