DJ Parmar and the Documentary, Cannabizness

DJ Parmar Cannabizness

In this interview filmmaker DJ Parmar tells CannaInsider about his new documentary CannaBizNess that will explore the topics of: cannabis entrepreneurs, cannabis investors, and the growing cannabis market.

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Matthew: Hi, I’m Matthew Kind. Each week I’ll take you behind the scenes to interview the insiders that are shaping the rapidly evolving legal marijuana industry. Learn more at That’s What are the five disruptive trends that will shape the cannabis industry in the next five years? Find out with your free report at That’s Now here’s your program. The cannabis industry continues as exponential growth and as it creates more and more jobs, you and I may feel it is an unstoppable force. But most Americans still have grave misconceptions and fear around cannabis. That is why some bold filmmakers are stepping in to help the rest of America and the world understand what is really going on. I’m pleased to welcome to the show DJ Parmar, the filmmaker behind a documentary called Cannabizness. Welcome DJ.

DJ: Thanks for having me.

Matthew: To give the listeners a sense of geography, can you tell us where you are in the world?

DJ: I’m currently in Los Angeles, but my schedule brings me all over the world for the various projects I’m involved with, and all over the US for Cannabizness.

Matthew: What is Cannabizness about?

DJ: Cannabizness is the first theatrical documentary highlighting the legal cannabis industry and what it means to be an entrepreneur and investor in this multibillion dollar industry.

Matthew: What inspired you to make Cannabizness?

DJ: You know, a business partner of mine is heavily involved in the legal cannabis industry. And the reason behind creating the documentary was after speaking with a number of people across the US and Canada, I felt that there’s still a certain stigma attached to cannabis regardless of whether it’s a legal cannabis industry or not. And I think that your average individual just needs some more education and information on the legal cannabis industry to understand that it’s no longer an industry that’s a black market where you’re growing marijuana out of your basement and selling it out of your car. It’s actually a legitimate multibillion dollar emerging industry whereby there are many different business verticals that have high profile potential that are legitimate and legal that your average individual just doesn’t know about. So we just wanted to educate and inform audiences in the US, Canada and around the world what that industry meant.

Matthew: And what’s your background? How did you get started in the documentary business?

DJ: My background is I’m a film producer. I’m involved with a number of different high profile projects across US, China and India. And you know, my background has fortunately brought me into a number of various opportunities and one was the legal cannabis industry and this documentary. So it’s definitely a fascinating subject, and I think that it’s an industry that is one, is now highlighted as the new tech era of the world. So it’s a fascinating opportunity to be able to highlight and document this industry.

Matthew: What topics are you planning on spending the most time on in the documentary?

DJ: Well I think that, you know, there have been a number of documentaries on marijuana and they’ve covered, you know, politics, legalization, the drug war, etcetera. There hasn’t really been a documentary that’s covered the legal cannabis industry in the business investment side of the industry. So we focus really on what it means to be an entrepreneur and an investor in this industry highlighting the various business verticals and investment verticals for this industry.

Matthew: Since you’ve started digging into the cannabis industry, has there been anything that surprised you that you’ve discovered?

DJ: Yeah I mean I think the two things that have fascinated me the most about the legal cannabis industry, one is just the sheer amount of business verticals and the potential for this industry. You know, with the one comparison I would give is, you know, for example if you look at, you know, a different industry, say real estate, you compare marijuana to land, you look at land and talk with different business verticals that are built around land. You’ve got development companies, construction companies, insurance, financing, housing, trades, etcetera. So that is exactly the same for the legal cannabis industry. There are all these business verticals that are being built up from the ground up right now in this industry. So the sheer volume of opportunities and potential in this industry are massive.

And then the second point that was just fascinating to me was that, you know, meeting a ton of these investors and interviewing them, it was just so interesting to understand that there are so many investors. There literally is tens, if not hundreds of millions of dollars financing available in this industry. And there just aren’t enough investible companies yet in this industry, and that I feel is a lack of understanding for the industry, lack of entrepreneurs and a lack of just building companies that have a business model and a revenue model that makes sense to investors. And I think the great thing about this documentary is our goal is to really educate not only investors, but also entrepreneurs about this industry to be able to provide those opportunities to build and grow and have investible companies.

Matthew: Who are some of the people you’re going to interview for the documentary?

DJ: You know, we’ve had great access all across the board, across the cannabis industry from top entrepreneurs to top investors. So you know, it’s been fascinating to be able to have the access we do, and we’ve had some of the most high profile people in the industry from, you know, Steve Deangelo from Harborside or Troy Dayton from ArcView or Tripp Keber from Dixie Elixirs. You know that is definitely on the entrepreneur side. On the investor side we’ve had a lot of great people, you know, such as Douglas Laden and a lot of analytics and investor review companies such as Alan Brochstein and you know, the Marijuana Index. So all across the board. I mean it’s been fascinating to be able to have the access we do to very high profile individuals across all sectors of the cannabis industry.

Matthew: We recently had Adam Scorgie on the show, and he has two documentaries; The Culture High and The Union: The Business Behind Getting High. Most people who are listening are familiar with those documentaries. How would you contrast? You’re saying this is much more focused on the entrepreneurial possibilities and the investor possibilities. Is that fair?

DJ: Yeah it’s a really funny story. I was actually speaking to Adam a week ago, and we were talking about our documentary Cannabizness and what he did with The Culture High and the Union. And he said literally the one aspect that he didn’t cover in The Culture High and one of the areas that he felt there was a ton of potential to do with cannabis documentary was the business side of the legal cannabis industry. And you know, after talking to him in depth about Cannabizness, he had felt there was definitely an opportunity for this type of documentary in this space and it’s something that he didn’t actually cover in The Culture High. So definitely I think, you know, our difference subject matter wise from Adam’s documentaries is that we are definitely covering the aspect of the industry that hasn’t really been covered yet which is the business and investment side of the legal cannabis industry. So ultimately we feel that it’s a fresh, unique take on the industry, and something that’s definitely timely and needed for audiences to understand this industry.

Matthew: I enjoy documentaries a lot, but I have no idea what goes into making one. I’m sure there’s a lot of different variables. Can you tell us what it’s like? Give us a kind of a snap shot of what it’s like to make a documentary?

DJ: Yeah I mean, making a documentary is pretty fascinating. I think it really comes down to being able to manage high profile interviews. I think, you know, a documentary is really based on the information you provide audiences and the access to high profile individuals that people are very interested to hear and learn from. So I think, you know, the job of a documentary producer or director is really to access some of the most high profile interviews that you can from top keynote to individuals across various subject matters. And then also just providing accurate, up to date, and interesting information and data. So I think really a lot of it has to do with relationships, connections to access those individuals and then also just, you know, on a research and analytics side to really be able to take a fresh take on the industry or topic that you’re covering to provide information and data that people are hungry for and also interested to learn about.

Matthew: What do you think people are most hungry for? Is it how to invest? How to start a business? Because it does seem like the scale is there’s a lot more investors than there are entrepreneurs. So if you’re listening out there, I always try to ask the question to the guests on there, on the show is what are the big problems that need to be solved because this is an absolutely once in a lifetime opportunity. What have you found DJ?

DJ: Yeah I think it’s fascinating. I think people are interested to know more about the industry in general. A lot of people just don’t understand it. You know, our media has created a certain stigma about marijuana and the cannabis industry. And I think we’re just here to help educate and inform people that, you know, it’s not an illegal substance that is run by the mafia. It’s literally a medical drug that is used by patients and also has the potential for massive business opportunities for legitimate entrepreneurs and businesses. So really it’s just educating and informing not only entrepreneurs, but investors the opportunities and investments that are available in this industry that are very high profile and have massive potentials. So I think it’s literally just, you know, highlighting an industry that most people don’t know or understand. So it’s really just providing them that information to understand it in more detail.

Matthew: Now you mentioned you have a career that spans several continents here. Can you tell us some of the other projects that you’re doing overseas?

DJ: Yeah definitely. My company is Original Entertainment. We are very heavily involved in the Indian and Chinese markets. We closed a very high profile deal whereby we purchased the official remake rights for a series of hit action Hollywood franchises such as Rambo and the Expendables which we’re remaking into big budget Bollywood blockbusters for the Indian market. We’re also now in the process of closing a very similar deal to secure a number of high profile films for co-production out of China. And then ultimately we’re doing some films out of Hollywood as well that are various action/romantic/comedy films and ultimately we’re focused on the international markets. So whether that means we’re doing Hollywood, Bollywood or Chinese co-productions, we’re really focused on appealing to the international market.

Matthew: Gosh I can’t wait to see Rambo as a Bollywood film. That sounds pretty interesting. There’s a lot of people that are listening that have heard the term Bollywood that maybe haven’t seen a Bollywood film. I saw one about a year ago that someone suggested. I can’t remember the name of it, but it was just fantastical dancing and singing. It was just… it was so much going on. It was really a feast for the eyes. If something just wants to see their first Bollywood film and kind of put their toe on the water, is there one or two titles you could recommend?

DJ: Yeah I mean, there are a number of great Bollywood films and classics. And I think, you know, the Bollywood industry is also progressed so much that, you know, we not only have the typical song and dance type movies. We also have more progressive cinema that is definitely catering to be more edgy and doesn’t have song and dance. But definitely a huge hit in recent years is a film called Three Idiots, which is now being remade into a Hollywood movie. So that’s definitely a huge blockbuster but also a very amazing story that people really connected with. There are just a ton of movies. I think Bollywood makes many more movies statistically and percentagewise compared to Hollywood, but Three Idiots is definitely a great start to enjoying the Bollywood experience.

Matthew: DJ I understand you’re crowdfunding this documentary. How can listeners support your efforts?

DJ: Yeah definitely we’re looking for people to support this documentary and people who want to see this film come out, educate and inform the world about this industry. So we have a Kickstarter campaign that’s live right now, and we’re driving all of our traffic to our website which is, and that’s spelled

Matthew: Great. Well thanks so much for being on the show today DJ. We really appreciate it. We wish you all the best with Cannabizness. It sounds like you’ve got some big names and I hope everybody will go out there and support your efforts.

DJ: Thanks so much. I really appreciate it. Thanks for having me.

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