The Heads journey continues
“You know, I'm sick of following my dreams, man. I'm just going to ask where they're going and hook up with 'em later.” – Mitch Hedberg
What it was.
In the tea pads of the Jazz Age, mota was the cat’s meow. The ‘40s Hepcats dug their reefers and the ‘50s Beatniks were hip to the hap. Hippies got high on grass until it was declared public enemy number one. Fearmongering PSAs took over the ‘70s and ‘80s airwaves with anti-drug rhetoric. Clandestine grow-ops and the fight for legalization dominated the narrative.
By the 1990s, a new pop-culture was emerging. Hip-hop was lighting up and influencing the mainstream. The next generation didn’t want to be part of the resistance; they just wanted to get stoned. Preferably, on the best weed money could buy. Medical marijuana was making inroads with historic Prop 215. The winds of change had begun but who was going to represent the modern cannabis movement?
A new cannabis voice.
Enter a group of highly dedicated, creative, functional potheads who loved music, art, food, sports, the environment, innovation, science, travel—and cannabis. Launched in 1999, Heads Magazine offered marijuana enthusiasts a new space. It created a modern aesthetic reflecting the major cultural shift that was taking place across North America. Heads Magazine was at the forefront of expounding cannabis as an integral part of an overall happy and healthy lifestyle.
Launched in 1999, Heads Magazine offered marijuana enthusiasts a new space. It created a modern aesthetic reflecting the major cultural shift that was taking place across North America.
Operating out of a converted 100-year-old house in a sleepy Canadian town, the pocket-size staff at Heads toiled away to create a magazine that upheld an all-embracing style of living. Sometimes serious, often silly and always entertaining, Heads Magazine embodied this belief and offered a friendlier side to weed.
With unrestricted latitude, Heads addressed the larger narrative, covering topics its globally minded readers cared deeply about including issues related to social and environmental justice.
Reaching a circulation of over 60,000 copies distributed across North America and beyond, Heads Magazine remained independent cover-to-cover. With unrestricted latitude, Heads addressed the larger narrative, covering topics its globally minded readers cared deeply about including issues related to social and environmental justice. Finally, conscious-minded heads could unite in one community, free of stigma and clichés.
A pot party in every issue.
Heads sought out and brought together innovators in the cannabis movement. It championed Soma and his organic grow wisdom from Amsterdam. Heedy seed breeders Subcool and MzJill shared their secrets. Headsgirls, a photographic hurrah to the stoner girl next door, launched in a blaze of feminine glory.
As Heads solidified its reputation as a well-respected voice within the global marijuana community, more got aboard. From reggae lion Damian Marley to Arcade Fire, Russell Simmons and Drive-By Truckers, musicians opened up. Surf legends, the Malloy Brothers and Olympic Gold, Ross Rebagliati shared their journeys. Heads was featured in major motion pictures, like Grandma’s Boy, exemplifying its place as a cultural icon.
Empowering cannivores from all walks of life, the magazine advocated the good fight whether for fair access and legalization, or by supporting environmental crusaders and organic visionaries. Heads had captured the cultural imagination and readers were loving the ride.
Then everything changed.
Independent print magazines were severely affected by a faltering distribution system and the growing dominance of the Internet. By 2007 it was clear the print version could not continue. Many newspapers and magazines at the time tried to make the transition to digital but the formula was elusive. With heavy hearts, Heads hit the snooze button.
No longer was the talk surrounding cannabis about activism, drug dealers and incarcerations, but mainstream acceptance, designer dispensaries and legalization for both medical and recreational use.
And while the Heads team receded from the landscape like dormant mushrooms, 10 years went by and society caught up. No longer was the talk surrounding cannabis about activism, drug dealers and incarcerations, but mainstream acceptance, designer dispensaries and legalization for both medical and recreational use. Heads’ original audience—a niche, counterculture group—was now the world.
With changing attitudes came the final push for legalization. Canada is the first major industrialized nation to legalize the rec market. This has been the beginning of a lot of great stories and Heads is here to bear witness.
With the fast-paced corporatization of the marijuana marketplace and bedevilling legislation, now more than ever, the cannabis community needs an authentic leader. Already proven as an integral part of the scene for 20 years, Heads resumes its role as a trusted goodwill cannabis ambassador.
Heads is back!
Today, Heads Lifestyle continues its legacy as the voice of modern cannabis with dynamic content designed to educate, entertain and enlighten. More off-the-path travel and adventure, extreme sports, social activism and environmental issues, science and research, innovators and influencers, and all styles of arts and music. Heads Lifestyle, a new aesthetic for an evolving community. Think. Laugh. Act.
Headslifestyle.com is brought to you by the original creative team behind Heads Magazine. Still independent, still having fun.