Presented by the California State Fair and embarc: Pioneering Safe & Integrated Cannabis Experiences at Nation’s Premier Events, Fairs & Festivals
SACRAMENTO, Calif. – The California Cannabis Awards at the California State Fair announced today that Southern California alternative rock pioneers Dirty Heads received the Golden Culture Award for their cannabis advocacy, medical research support, and role in destigmatizing the plant within alternative rock.
The award was presented at the California State Fair by CEO Tom Martinez and Lauren Carpenter, CEO and co-founder of embarc, the nation’s leading cannabis concessionaire and California’s leading cannabis retailer. The ceremony coincided with Dirty Head’s performance on July 16, 2025, at the Toyota Concert Series on the Sky River Casino Stage.
Dirty Heads brought cannabis advocacy to the alternative rock genre through transparent storytelling about their personal history, demonstrating how experiences could challenge stigma and normalize conversations around the plant. Their approach has consistently emphasized both recreational and medical benefits while supporting research initiatives.
“We’re honored to receive this award,” said Jared ‘Dirty J’ Watson of Dirty Heads. “From day one, our music has been about sharing our authentic experiences, and cannabis has always been a part of that journey for us, helping us find our focus and navigate the everyday. It’s amazing to see our fans embrace that message, and to witness the shift in perception around this plant. We’re grateful to everyone who’s supported us and believed in the power of this plant to help people.”
The band was an early supporter of cannabis research for developmental disorders, donating an autographed guitar to KushCon in 2010 to benefit autism research. Their advocacy philosophy was articulated in Dustin “Duddy B” Bushnell’s 2011 cannabis legalization manifesto, which systematically outlined medical benefits for patients experiencing pain, nausea, seizure disorders, glaucoma, muscle spasms, and insomnia.
Dirty Heads also helped normalize cannabis through music videos, notably filming “Lift Me Up” in a Los Angeles cannabis grow and featuring a cannabis delivery service using nostalgic milk truck imagery. Their recent business ventures include developing three cannabis strains connected to their “Super Moon” album, representing their evolution from underground cannabis culture to legal and regulated market participation.
“Dirty Heads’ impact goes far beyond just music; they’ve been true cultural pioneers and leaders in advocacy,” said Lauren Carpenter, CEO of embarc and California Cannabis Awards co-organizer. “Their willingness to openly share their personal connection to cannabis, not as a trend but as a genuine part of their lives, has done immeasurable work in destigmatizing a plant that offers significant relief and benefits to so many. They’ve shown that authenticity is the most powerful form of advocacy, paving the way for more open conversations and ultimately, helping countless individuals find the wellness solutions they need.”
The California Cannabis Awards celebrate individuals and organizations that have significantly contributed to cannabis advocacy, normalization, and the development of California’s legal cannabis industry. Building on last year’s success, the California State Fair’s 2025 cannabis experience has new competition categories and educational exhibits, as well as returning favorites from last year, including onsite sales and a consumption lounge.
The integrated experience is facilitated by Fair Play Ventures, a partnership between a decades-long event producer and embarc, California’s leading cannabis retailer and the nation’s preeminent cannabis concessionaire. Since legalization, embarc has partnered with local and state governments, event producers and promoters, and dozens of regulatory agencies to safely and responsibly integrate onsite cannabis sales and consumption into some of the nation’s largest and most celebrated festivals and events.
For a limited time, embarc is also offering a California State Fair capsule (with branded tote bag and all nine Golden Bear award products) at the onsite lounge, 16 dispensary locations across the state, and through delivery in Sacramento.
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(Download photos and content at: bit.ly/canna-fair)
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SOURCE: calcannabisawards.com and goembarc.com
CONTACT: Alice Moon, alice@kipmorrison.com
