Carlos Santana Talks Cannabis Legalization: 'They Did It Almost Like... For Greed'

Carlos Santana, legendary musician and spiritual luminary, has fostered a profound relationship with cannabis, a bond that was sowed during his childhood in Mexico and has flourished over time. "I was around it since I was a child," Santana reminisces, "But I never really entered the room with it until 1963 or 1964, right before the birth of a consciousness revolution…the era of The Beatles, Jimi Hendrix, The Grateful Dead..."

The 'Muscle Of Imagination'

Santana's relationship with cannabis transcends personal use, serving as a conduit for his spiritual and creative exploration. He perceives cannabis as more than a substance; it's a catalyst. "Cannabis stimulates a muscle. It is called imagination. It helps you see clearly what others don't see, which is... I call it Future Pull," Santana elucidates.

He attributes the ability to "manifest" one's desires to his mother's teachings: "You see it and you go after it. It is waiting for you. Next thing you know, you've got it in your hand. Whether it's a house, a car, or, you know, your queen, whatever it is. And then another way of saying this is that we are manifesters, you manifest good or bad, right or wrong."

Following The Light: The Birth Of Mirayo

In 2019, Santana decided to merge his personal journey with cannabis and his spiritual exploration by introducing a cannabis brand in collaboration with The Parent Company GRAMF, named Mirayo. Troy Datcher, CEO and chairman of TPCO, explains that "Carlos and the Mirayo brand empower people to discover their harmony, spirituality, and creativity."

Mirayo, a term marrying "my" and "ray" in Spanish, serves as an outgrowth of Santana's spiritual journey, beckoning consumers to "follow their light."

"Marijuana is a plant that has been around for a long time. It's a plant that has a lot to offer. It's not just for getting high. It's for medicine. It's for many things," the artist asserts.

Mirayo by Carlos Santana - COURTESY

Santana's philosophy around consciousness and awakening to commonality is deeply intertwined with his music. Drawing inspiration from other musical legends like The Doors, The Beatles and Louis Armstrong, he says, "their music has resonance, vibration, frequency... you feel unity, harmony, and totality." He envisions his brand, Mirayo, contributing to this collective consciousness and commonality awakening.

What's more, he likens this unity to the sense of connection he experienced at Woodstock. "When I played in Abraxas, I basically was doing my best not to think. I learned this from Miles Davis — a lot. The best music is the one that plays you," he shares, suggesting the bond between musicians and their audience is akin to the bond that cannabis can foster.

Santana's ultimate goal with Mirayo is to share his spiritual journey, guiding others to find their own light and reach a higher level of consciousness. He believes that the essence of the cannabis experience lies in this communal spirit. "It's about tapping into that divine energy within all of us," he says. "It's about letting that inner light shine and guiding others to find their own light."

However, creating Mirayo was not devoid of challenges. Santana regards these obstacles as integral to the journey. He identifies himself as a "beam of light," embodying love and positivity. "The only thing that was given to me is that I'm a beam of light, the constant reminder of God," he declares.

Datcher seeks to confirm this: "Carlos brings a unique perspective and a deep understanding of the cannabis experience. He's not just endorsing a product; he's sharing a part of his life journey."

Mirayo's Present And Future

Earlier this month, Mirayo unveiled a new line of solventless hash rosin gummies, each containing 10mg of THC and made with all-natural ingredients. The gummies, shaped like the “Sacred Heart” – an iconic figure found on Santana's hats and merchandise – come in flavors such as Guava, Prickly Pear, and Raspberry. Santana explains that they were crafted to promote well-being and facilitate sleep, "feel fearless and stress-less."

Yet, he proceeds to warn, "If you're stuck with being mean, grumpy and angry, I wouldn't recommend these gummies because you're not going to have a good time. It's like you're dressed in jeans and like a hippie, and you go to a place where they wear tuxedos and black ties; it ain't going to work… So every frequency needs to be honored and respected for what it is."

In his view, cannabis should be taken "like sacrament. You take it in a sacred way, not in a profane way. If you take it in a profane way, you're going to have profane manifestations. If you take it in a sacred way, you're going to have sacred manifestations."

Mirayo Gummies by Carlos Santana - COURTESY

As he reflects on the brand's success, Santana anticipates a bright future for Mirayo. "The future is very bright," he proclaims. "We plan to introduce new products that align with our core values of harmony, spirituality and creativity. And who knows? Maybe we'll even bring a little bit of Woodstock magic to people's lives."

Ancient Practices And Modern Legalization

Santana's perspective on cannabis embraces its historical use in ancient practices for healing and consciousness expansion. However, he acknowledges the complex motivations behind recent legalization movements.

"They do it because of the money," Santana states bluntly. "They didn't do it for consciousness. They did it almost like... for greed." Despite this cynicism, the musician recognizes the societal benefits that have emerged from legalization, such as tax revenue for infrastructure and schools — despite the underlying motivations.

"We live in a society where the number one God is money, and the number two God is time. But time doesn't exist, and God is not money. God is love. And so when you realize that, you realize that money and time are just two concepts that humans created to sacrifice humans. They're not real," he explicates.

Nonetheless, when asked if it matters why things are done (as long as they result in a net positive for society) Santana clearly responds, "It does not matter to me. I'm in a place to watch the world." In this sense, he underlines the importance of freeing oneself from negative indoctrination. "My God is love, whether I smoke weed or I don't smoke weed," he voices.

Carlos Santana - JAY BLAKESBERG

But Santana is also mindful of the potential risks associated with the misuse of any substance and warns of the negative consequences that can manifest from harmful intentions. "If you choose paths that are negative and hurtful, then you're going to get cancer, you're going to hurt your body and hurt other people. Hurt people, hurt people." His words highlight the impact of our intentions and mindset on our actions, including cannabis use, and their potential to shape our physical reality.

Self-Discovery And Self-Deception

According to Santana, the dichotomy between self-deception and self-discovery is crucial to understand how to enhance the human experience.

"Self-discovery is spirit. Self-deception is greed and stupid values." He emphasizes the necessity of viewing the world from a broader perspective, free from human constructs of time and sacrifice. "When you learn to surrender (...) to your heart, you are able to receive brilliant wisdom," he shares.

The journey of Carlos Santana with cannabis, spirituality and music weaves into the narrative of his brand, Mirayo. This journey, marked by trials and triumphs, is always guided by his inner light. "It's not about the destination, but the journey. And the journey is always more interesting when you're following your own light," Santana passionately concludes.

Follow me on Twitter or LinkedIn. Check out my website or some of my other work here. This article was originally published on Forbes and appears here with permission.

The Benzinga Cannabis Capital Conference, the place where deals get done, is returning to Chicago this Sept 27-28 for its 17th edition. Get your tickets today before prices increase and secure a spot at the epicenter of cannabis investment and branding.