Ice Cube And The 'Hollyweed Queen' Bet Big On Premium Cannabis With Fryday Kush

Ice Cube is stepping deeper into the cannabis industry with Fryday Kush, a brand that promises high-potency, curated strains developed in partnership with Priscilla Vilchis, CEO of Premium Produce. The rapper, actor and entrepreneur, known for his unfiltered takes and cultural influence, is positioning his latest venture as a serious contender in the premium cannabis space, avoiding the pitfalls that have sunk other celebrity brands.

"We spent a long time getting Fryday Kush right," Cube said in a recent Forbes interview. "And we're still building. I'm excited to see where it goes."

A Power Move With The ‘Hollyweed Queen’

To bring Fryday Kush to life, Cube teamed up with Priscilla Vilchis, a seasoned cannabis entrepreneur who has made history as the first Latina and youngest female CEO to secure licenses in both California and Nevada. Known as the "Hollyweed Queen," Vilchis has built a vertically integrated cannabis empire focused on high-quality cultivation and distribution.

"She's doing things that no other person is doing," Cube said in Forbes. "Young, a go-getter, somebody who's not afraid to fight the odds."

Also read: A Super Bowl Champ’s Fight For Cannabis: ‘Opioids Are Killing Athletes’

The partnership came through Budding Equity, a company facilitating high-profile cannabis collaborations. It marks Cube's most direct investment in the space yet, following an earlier partnership with Caviar Gold, which has since ended. Outstanding matters related to that launch are now being managed under Premium Produce, according to Vilchis's team.

How Fryday Kush Stands Out In A Crowded Market

The celebrity cannabis landscape is notoriously hit-or-miss. While brands like Wiz Khalifa's Khalifa Kush have expanded into international markets, others have faltered. Mike Tyson's Tyson 2.0 is one of the rare success stories, generating the bulk of CarmaHoldCo's estimated $200 million revenue in 2024, according to Forbes.

On the other hand, Jay-Z's Monogram struggled after parting ways with The Parent Company in 2022, and Seth Rogen's Houseplant has pivoted toward lifestyle products and THC-infused beverages. Many celebrity brands fail due to weak branding, inconsistent product quality or lack of hands-on involvement.

Cube and Vilchis took a different approach, dedicating over a year to developing a lineup of 16 hand-picked strains tailored for a range of cannabis consumers. The Fryday Kush collection offers potent, terpene-rich flower, aimed at both seasoned smokers and those looking for a more social, balanced high.

"We want people to enjoy it, not for people to overindulge," Vilchis said in a statement. "It's always cool when you're in control."

Beyond Business: Cube’s Vision For Cannabis Legalization

Cube has long been vocal about the racial and political disparities surrounding cannabis laws. While his brand aims to capture a lucrative market, he also sees cannabis reform as a necessary step forward.

"It should be legal," he said. "Americans have already shown they can use cannabis responsibly. If you look at legalized states, the whole ‘big boom' in crime and chaos never happened. In fact, in some ways, cannabis use has even subsided with legalization."

Cube has also pushed for CBD acceptance in sports, making BIG3 the first professional league to allow CBD use for athletes. "I got the BIG3, the first league to allow CBD use for our athletes," he added.

The Road Ahead

Set to launch in March 2025, Fryday Kush will first hit dispensary shelves in Nevada, with plans to expand into California, additional U.S. markets and eventually Latin America. Vilchis, who is Mexican American, is particularly focused on expanding into Spanish-speaking markets.

"I can't wait to bring that close to home," she said. "We're actively working on something with some of the biggest Latin artists."

As for Cube, he remains all-in on cannabis—both as an entrepreneur and as a consumer. His shift away from alcohol came, fittingly, in a recording session with B-Real of Cypress Hill.

"I was in the studio with B-Real and they was blazing and passing," Cube recalled in Forbes. "I don't know what, man—that weed was next level. I used to drink, but once I found good weed, I started pushing the drinks away. I don't really like to drink no more."

With a clear vision, a powerhouse partner, and a premium product lineup, Cube and Vilchis are betting that Fryday Kush can avoid the missteps of other celebrity brands and leave a lasting mark in an industry still finding its footing.

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Photo courtesy of Fryday Kusk