Hip-Hop Pioneers Cypress Hill Receive Golden Advocacy Award for Three Decades of Cannabis Leadership
SACRAMENTO, Calif. – The California Cannabis Awards at the California State Fair announced today that legendary hip-hop group Cypress Hill received the Golden Advocacy Award in recognition of their three-decade commitment to cannabis culture, destigmatization, advocacy, and criminal justice reform.
The award was presented at the California State Fair by CEO Tom Martinez and Lauren Carpenter, CEO and co-founder of embarc, the nation’s leading cannabis concessionaire and California’s leading cannabis retailer. The ceremony coincided with Cypress Hill’s performance on July 22, 2025, at the Toyota Concert Series on the Sky River Casino Stage, as well as a screening of their documentary, Insane in the Brain.
Cypress Hill became the first hip-hop group to openly embrace cannabis culture on mainstream platforms, fundamentally changing the genre’s relationship with cannabis and paving the way for today’s normalized discussions around the plant. Their advocacy evolved from cultural pioneering in the early 1990s to concrete political action, including their 2010 partnership with NORML for the “Legalize It” tour supporting California’s Proposition 19.
“Receiving this award is an honor, and it really highlights the journey we’ve been on for the last thirty years,” said B-Real of Cypress Hill. “When we started, talking about cannabis was rebellious, but for us, it was always about pushing for truth, freedom, and justice. We’ve used our platform to educate, advocate for common-sense laws, and now, to fight for those still incarcerated for something that’s legal in so many places. We are going to keep fighting until everyone is free and the plant is fully legalized nationwide. We thank the State Fair and all our fans who’ve stood with us every step of the way.”
The group’s most recent advocacy effort demonstrates their commitment to criminal justice reform through a partnership with The Last Prisoner Project during their “We Legalized It” 2024 tour, pledging $1 from each ticket sold to support individuals incarcerated for cannabis offenses that are now legal.
Beyond cultural impact, Cypress Hill pioneered cannabis education by incorporating 19 cannabis facts in their “Black Sunday” album liner notes, collaborating with NORML, High Times magazine, and cannabis activist Jack Herer to counter misinformation. B-Real has since transitioned from advocate to business leader, operating six Dr. Greenthumb dispensaries across California with expansion plans to multiple states.
“What Cypress Hill did for cannabis culture can’t be overstated,” said Lauren Carpenter, CEO of embarc and California Cannabis Awards co-organizer. “They didn’t just help destigmatize cannabis; they made it impossible to ignore. From their pioneering work breaking down taboos in the early ’90s to their unwavering commitment to criminal justice reform, they’ve consistently put action behind their words. Their journey demonstrates how artistic expression can pave the way for widespread acceptance and, most importantly, create real-world impact for those disproportionately affected by past cannabis laws.”
The California Cannabis Awards celebrate individuals and organizations that have significantly contributed to cannabis advocacy, normalization, and the development of California’s legal cannabis industry. Building on last year’s success, the California State Fair’s 2025 cannabis experience has new competition categories and educational exhibits, as well as returning favorites from last year including onsite sales and a consumption lounge.
The integrated experience is facilitated by Fair Play Ventures, a partnership between a decades-long event producer and embarc, California’s leading cannabis retailer and the nation’s preeminent cannabis concessionaire. Since legalization, embarc has partnered with local and state governments, event producers and promoters, and dozens of regulatory agencies to safely and responsibly integrate onsite cannabis sales and consumption into some of the nation’s largest and most celebrated festivals and events.
Presented by the California State Fair and embarc: Pioneering Safe & Integrated Cannabis Experiences at Nation’s Premier Events, Fairs & Festivals
For a limited time, embarc is also offering a California State Fair capsule (with branded tote bag and all nine Golden Bear award products) at the onsite lounge, 16 dispensary locations across the state, and through delivery in Sacramento.
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