LMC made the documentary on how Cookies got built. He says what Berner created is legendary, and the timing may never be repeatable.
Still illegal, then legal. Streetwear first because it moves across borders easier and costs less to support. The Wiz vlog era that put Berner in front of an entire generation, including LMC himself, who watched it in middle school. And Berner walking on stage with the plant, a clip he still remembers.
He breaks down what he sees now that he's had the curtain pulled back. Berner as a promoter and a selector is elite, and LMC is direct that he's genuinely from the culture. Where it gets complicated is the back end, and what happens when you're managing over 200 licensing partners through other people.
They also get into the DOA and Ryan situation, the trademark that should have been locked down, and why LMC thinks the whole thing has become a waste of resources for both sides.
Then the bigger lesson: maybe long-term full partnerships between two public-facing people in weed just don't work. LMC makes the case for short-term collabs instead, the way two actors do one movie and then go their separate ways.
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