# Vic Mensa Explains Why Publicity Is More Important Than Advertising

An episode of [Earn Your Leisure](https://invisiblenetwork.ai/podcast/1450211392), 22 Jul 2026, 7:13.

Audio: https://podtrac.com/pts/redirect.mp3/traffic.omny.fm/d/clips/e73c998e-6e60-432f-8610-ae210140c5b1/8dbc4f54-a337-4481-9ef2-b355012b0a3d/74ad3208-07dc-43c3-aece-b48b016c0e81/audio.mp3?utm_source=Podcast&in_playlist=eac4c628-29cb-469a-b5c8-b355012b0a48

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## Transcript

[0:00] Speaker 1: There was a few points, but I wanted to go
[0:02] Speaker 1: back to the other point because it was very insightful.
[0:05] Speaker 1: You said, marketing over advertisement.
[0:08] Speaker 2: Yeah, publicity advertising, And that's.
[0:11] Speaker 1: Something that's extremely important for anybody in business to understand
[0:13] Speaker 1: because the thing it's like ten times more stickier if
[0:17] Speaker 1: it comes organically as opposed to an AD, and it
[0:21] Speaker 1: actually helps advertising as well, just to have more of
[0:24] Speaker 1: a brand recognition.
[0:25] Speaker 3: So now when you see an AD, now you're more
[0:29] Speaker 3: likely to engage with that ad from that.
[0:33] Speaker 1: So being that that's the case, what exactly is your strategy,
[0:38] Speaker 1: like come on different podcast shows?
[0:40] Speaker 3: Is it social media? Is it print? Is it just
[0:43] Speaker 3: everything all wrapped in one.
[0:46] Speaker 4: It's definitely a multi layered strategy that I've been taken
[0:49] Speaker 4: with ninety three boys, I think to begin with, as
[0:52] Speaker 4: I said, I've wanted to make sure we were the first,
[0:55] Speaker 4: so that means certain things I had to push to
[0:58] Speaker 4: the side so that I got in there first.
[1:02] Speaker 2: Tyson was two weeks later, you know what I mean.
[1:05] Speaker 4: My claim as first black brand wouldn't have been true anymore.
[1:10] Speaker 4: Mike Tyson Tyson two point zero. So we got into
[1:13] Speaker 4: dispensaries right before Mike Tyson did. In Illinois being first,
[1:19] Speaker 4: you know, really using these community initiatives obviously to uplift
[1:26] Speaker 4: the people, but also to impress our brand identity, you know,
[1:33] Speaker 4: on the mind of the Chicago consumer. My brand identity
[1:38] Speaker 4: is that. So ultimately I was just transferring that into
[1:43] Speaker 4: ninety three Boys. We did a campaign where we were
[1:47] Speaker 4: giving away free gas. Gas prices was through the roof,
[1:51] Speaker 4: and so we went to the gas station in the
[1:53] Speaker 4: trenches and just like stood there asking people do you
[1:57] Speaker 4: want gas? You know what I mean, and feeling people's
[1:59] Speaker 4: tent and sent that around to the different platforms, you know,
[2:06] Speaker 4: different pages on Instagram, so they could talk about ninety
[2:10] Speaker 4: three Boys as opposed to just me screamed down your ear,
[2:16] Speaker 4: like listen to me, We're dope, Like I'm like nah.
[2:18] Speaker 4: Send it to a bunch of different people. Let them
[2:21] Speaker 4: tell you that we're dope like we said. You know,
[2:23] Speaker 4: that's publicity over advertisement, because at first in the budget
[2:27] Speaker 4: was billboards planned, But through studying I learned that statistically
[2:32] Speaker 4: billboards are actually more impactful for a largely established brand
[2:39] Speaker 4: to just stay present in the mind of their consumers
[2:43] Speaker 4: before a new venture, a new brand, you want other
[2:47] Speaker 4: people telling your story for you. So definitely interviews and
[2:52] Speaker 4: podcasts and genetics though, I mean, when you're talking about cannabis,
[2:58] Speaker 4: it's like it's got to come down to weed. So
[3:01] Speaker 4: that's a space in which we've just been doing a
[3:04] Speaker 4: deep dive to really nail our genetic portfolio before even
[3:10] Speaker 4: introducing new skills. Like I've learned a lot though in
[3:14] Speaker 4: the past year. One thing I didn't know coming into
[3:16] Speaker 4: it is that pre rolls are really the cream of
[3:23] Speaker 4: the crop in cannabis. Super convenient, very convenient, and it's
[3:31] Speaker 4: something that you don't buy from your weed man.
[3:33] Speaker 2: Like your weed man ain't in a roll your weed
[3:35] Speaker 2: for you. A couple of them will, but that's kind
[3:37] Speaker 2: of we I have to get somebody to roll it
[3:38] Speaker 2: for you.
[3:39] Speaker 4: You know what I mean, Like it's a higher level
[3:40] Speaker 4: of luck. Yeah, look, yeah, it's just it's just simple.
[3:43] Speaker 4: It's easy as it's also a lower price point because
[3:46] Speaker 4: taxes in cannabis are crazy. So you know, we've gotten
[3:50] Speaker 4: too a space where like our pre rolls are like
[3:54] Speaker 4: the highest selling skw in some stores, like across all
[3:58] Speaker 4: the brands, and that's not even really geared towards the
[4:03] Speaker 4: like the real heads, the.
[4:06] Speaker 2: Real stone of smokers, dispenser is a different game.
[4:09] Speaker 3: Man.
[4:09] Speaker 2: It's like, especially in Illinois, so you're a final smoker.
[4:13] Speaker 4: That's for like just regular people, bro, Like that's one
[4:16] Speaker 4: thing your people is like there are so many mothers
[4:20] Speaker 4: and grandma's and just like coders and regular working people
[4:26] Speaker 4: that really shop in the dispensaries like your weed snobs.
[4:30] Speaker 4: Illinois is not there yet. The quality standard is not
[4:33] Speaker 4: to that level. Like weed snobs that are my friends
[4:37] Speaker 4: will go to LA and just like buy out Jungle
[4:40] Speaker 4: Boys or something because it's a flex too, but none
[4:44] Speaker 4: of them shop at dispensaries in Illinois. They probably go
[4:47] Speaker 4: buy my shit to tell me or say they did,
[4:49] Speaker 4: but it's like, I know, they don't shop in dispensaries,
[4:52] Speaker 4: you know what I mean. I'm not even particularly focusing
[4:56] Speaker 4: on them. Ultimately, I do want to onboard our community into.
[5:01] Speaker 2: The dispensary space.
[5:02] Speaker 4: That is one of my aims with this brand and
[5:07] Speaker 4: with this movement, but I'm also not particularly concerned with
[5:12] Speaker 4: it right now because there's so many people that don't
[5:16] Speaker 4: even look like us or hang with people.
[5:18] Speaker 3: That I've seen.
[5:21] Speaker 4: It.
[5:21] Speaker 5: It's like for that professional person who I mean, they
[5:24] Speaker 5: might just go out on their break and like I
[5:25] Speaker 5: got to take a couple of pulls. It's like I
[5:27] Speaker 5: don't have time to take out. We roll it up
[5:29] Speaker 5: put like you don't have to do it exactly. I mean,
[5:32] Speaker 5: but I was just thinking as you were saying that
[5:34] Speaker 5: the ten thousand dollars gas giveaway, I'm thinking about the
[5:36] Speaker 5: double entendre there, like giving out gas.
[5:38] Speaker 2: But you said gas is the word. You know what
[5:40] Speaker 2: I'm saying.
[5:40] Speaker 3: So there's a double on tantras that that was the play.
[5:43] Speaker 4: Yeah, I just want to nail the word gas into
[5:46] Speaker 4: your mind. So when you think of ninety three boys,
[5:48] Speaker 4: then you think gas, you think yellow.
[5:51] Speaker 3: So we'll get yellow.
[5:54] Speaker 4: Just chose it randomly, No, because at the gas station
[5:59] Speaker 4: the labels for ninety three or eighty nine are yellow
[6:04] Speaker 4: in Chicago at least yellow and black. So that's why
[6:06] Speaker 4: I went with that color scheme. Like I would like
[6:09] Speaker 4: to get to a point where I can do a
[6:12] Speaker 4: billboard off the side of the road and all it
[6:15] Speaker 4: says is a yellow screen with gas in black letters.
[6:18] Speaker 2: You know, you just know what it is.
[6:19] Speaker 3: It's like spre It's like supreme.
[6:20] Speaker 5: It's even that it's like uh Berner. When you see
[6:24] Speaker 5: that blue sea, you'll see.
[6:25] Speaker 2: The Blue Sea and you don't need to see cooking.
[6:27] Speaker 4: You know.
[6:27] Speaker 3: It's like obey, you know that's that.
[6:30] Speaker 2: Was that was crazy? This isn't it?
[6:32] Speaker 3: Like you know what I'm saying. But some things, you know,
[6:35] Speaker 3: when you.
[6:36] Speaker 4: I mean, like having a brand is so strong that
[6:38] Speaker 4: you don't even have to put its name.
[6:40] Speaker 1: It's like it's like all money in Yeah, you just
[6:43] Speaker 1: see the logo and you know it's already synonymous with
[6:46] Speaker 1: Nipsey Hsu and all money and in a variety of
[6:48] Speaker 1: the different things I come along with it.
[6:50] Speaker 4: But you spoke, you spoke about the verticals like Crenshaw, right,
[6:53] Speaker 4: because that's not the name of the brand, but it's
[6:57] Speaker 4: enough stuff. It's synonymous color. You see Crench knows that
[7:00] Speaker 4: like that's about That's not just the street.
[7:02] Speaker 2: That's it, you know what I mean exactly. M m
[7:08] Speaker 2: m
[7:10] Speaker 1: M mmmmm

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