NICE! But what do we do with it? We
were left with a logo and a whimsical idea.
Fast-forward one year later.
I was working on a huge music festival, bigger than any of the
festivals I had produced before, when it hit me:
I SHOULD PROMOTE THE
FESTIVAL WITH ROLLING PAPERS!
I began showing the Tweed logo and rolling
paper prototype to a friend of mine explaining where the festival logo
would be positioned and where all the info would be placed.
That’s when everything came to a turn… My friend said to me…
know, i don’t know about a festival, but if you wanna talk to someone
about rolling papers, I know ######## #########. She’s a good friend of
mine. Maybe I could put you in contact with her? She’s the CEO of
########### Rolling Papers.”
“Hmm… well, what’s her email?” I courteously replied.
The day finally arrived when I got in touch with ######## and learned
of the substantial profit margins in the business of manufacturing,
importing and selling rolling papers. It clicked. It all made sense. I
called up my brother immediately and said,
“KEITH! Fuck the music festival! LET’S JUST SELL ROLLING PAPERS! TWEED ROLLING PAPERS!!”
One month later… Keith and I sunk every dollar to our names into
launching a brand of Tweed rolling papers (SmokeTweed.com). It was not
long before 35,000 Tweed booklets were on a cargo ship sailing across
the Pacific to arrive in Long Beach, California.
My original plan was to travel to music festivals all over the
country selling them one by one out of my backpack while simultaneously
filming a movie about it.
That didn’t work, so I traveled from local head shop to local head
shop selling them out of the trunk of my business partner’s car—that
The brand was built, our inventory was gone and I decided to move to
Los Angeles to set up shop and continue our distribution.
Life was crazy
and I noticed I was drinking more and more and more and more. Then
another epiphany! I was drinking wayyyyyy too much! Maybe I should stop!
So I went to a meeting, asked for help, admitted I was willing to do
whatever it took to get my life back on track, found a sponsor, did the
work and have not had a drink since.
Enter Black Apple part Deux.
After producing a movie (The Black Moses), keeping the Tweed wheel
spinning, getting a few more tattoos and promoting a brunch party in
Hollywood, I was hired at a PR firm in Beverly Hills as a publicist.
Did I say hired?
I meant I was brought on board as an INTERN. A twenty-eight year-old
INTERN!!! It was humbling, but I knew there was an education in that
firm that could not be garnered in any school or on my own, so I stuck
it out, learned the business and finally, re-branded Black Apple as a
public relations company.
Here I am years later and life has never been better.
Los Angeles is (was) my home. Black Apple is my bed. Helping others are my PJs.
But all the while I was thinkin, man…
I should REALLY write a book... Which I did, and that intense desire to promote my book is how I
came up with a proven method to create viral content... AND NOW I'M GONNA SHOW IT TO YOU!