Cannabis 2.0 Panel With 'Mr. Sherbinski,' Double Barrel, Select & More Announced for Billboard Live Music Summit

"Flower is very challenging to grow quality at scale, especially when you’re trying to do it in multiple states. With vaporizers we're able to make formulations and develop hardware and create standard procedures and distribution systems and ultimately link the supply chain," he tells Billboard. 

White oversees the popular consumer Select brand for Cura Partners and is the former executive vp and global head of marketing for Beats by Dr. Dre. and a former managing director at Wieden + Kennedy Shanghai, where he worked with Nike as they prepared for the 2008 Beijing Olympics and developing campaigns for LeBron James, Kobe Bryant and Tiger Woods.

His goal with Cura is to help shape the historical trajectory of the emerging cannabis industry by aligning it with leaders in culture and music. 

"Specifically, from a music standpoint, I'm really interested in where's the next innovation? Where's the next way we storytell, whether that's a concert, whether that's an album release, whether that's when you're touring and giving your best consumers and your best fans an additional experience," he says. "Cannabis can be a part of that -- it’s not just how you interpret and feel the music, but how we can platform an idea."