U.S. cannabis industry turns to ‘bud porn’ for an edge in highly competitive market

In the hand, marijuana shimmers, its surfaces dusted with cannabinoid-containing crystals. But through the macro lens of Erik Christiansen, those crystals reveal themselves as a dense mat of trichomes suspended on translucent appendages that, on some strains, glow with the pinks and purples of the plant’s leaves. It is a fairyland of pearls laced with THC.

Close-ups of four cannabis strains, clockwise from top left: Green Bodhi's Sour Tangle, Str8organics Papaya, Harvest Moon Gardens's GMO Leaf Taco and Benson Arbor Road Dawg. The industry is also afflicted by ambition. “Have we seen the first real Coca-Cola of cannabis?” asks Jigar Patel, co-CEO of NorCal Cannabis Co. “I don’t think we have. And I think that’s the goal.”

“They want to romance that,” says Kenneth Loo, CEO of Chapter 2, a leading cannabis public-relations firm. Marijuana art is very magnetic to the culture of people who are interested in this product.”

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