Up Cannabis has signalled it’s eager to get into music partnerships and related sponsorship marketing spaces by naming The Feldman Agency as its newest partner.

In addition to representing talent in the music and entertainment industries such as Alessia Cara, Alvvays and Daniel Ceasar, The Feldman Agency helps build brand-integrated events around that talent, such as Molson Canadian’s Live at the Lake. The deal could see Up sponsoring music-related events.

Up already has some credentials in the music space, having officially partnered with the Tragically Hip and calling music a “fundamental element of everything we do” in a press release.

But as consumer marijuana brands wait to see how the Canadian government will regulate cannabis marketing, Up has committed to invest in a space it feels it can reach an audience in a unique way.

“It’s definitely the case that licensed producers such as Up Cannabis are very much looking forward to what Bill C-45 will look like in its final form,” said Up’s new SVP of sales and marketing Jean Richer (pictured) who previously worked as a market manager for beermaker AB InBev and as a business development SVP at Mosaic North America. “And it’s paramount for us that we market within the regulatory guidelines that will come into focus.”

But in this time when regulations are still being formalized, Richer said Up wants to ensure the company has “the exclusive relationships in place to be able to market to our core adult demographics. [Feldman] is going to work with us to create new, innovative, and meaningful ways to reach our customers.”