Counterculture continues to go mainstream – and earlier this year, it took an entertaining and, some would say, long-overdue step in that direction.
The CounterCulture Awards, organized by the CounterCulture Association (CCA), is an initiative designed to recognize and celebrate outstanding achievements within the cannabis, tobacco, other tobacco products (OTP), and alternative products industries.
Founded by Michael J. Azzurro (Director), De’Quail Sims (Board Chair for Operations), Alfred Viggiani (Board Chair of Marketing/Advertising), and Mark Salinas (Executive Liaison), they were established to both celebrate a year of success and highlight innovation, excellence, and leadership within these sectors. This platform acknowledges the significant contributions of individuals, companies, and organizations in the industry.
“The history of the CounterCulture Awards is closely tied to the broader mission of the CounterCulture Association, which was founded to support and advocate for the cannabis, tobacco, OTP, and alternative-products industries,” Azzurro explains. “The awards were conceived to bring together industry leaders, foster networking opportunities, and promote best practices, aiming to bring legitimacy and elegance to the industry.”
What began as a small event with no awards –“just expressions of gratitude,” Azzurro recalls–has evolved into a prestigious event. It now includes high-profile concerts featuring artists like Too $hort, Warren G, B-Real from Cypress Hill, and rising rapper Nathaniel, attracting a diverse range of participants and stakeholders. It is sponsored in part by Beautiful Burns Rolling Papers, Drip Drop Distro, CHAMPS Trade Shows, Hush Kratom, and Waka.
Structure & Mission
CCA is structured to effectively manage its mission of supporting and advocating for the cannabis, tobacco, OTP, and alternative products industries.
Each member of the management team is responsible for specific aspects of the association’s operations and strategic initiatives. Says Azzurro, “The company has only been completely funded and structured as of July 1, 2024, so it is still infantile in these titles, but not these roles, going back to July 2019.”
The awards were conceived to bring together industry leaders, foster networking opportunities, and promote best practices, aiming to bring legitimacy and elegance to the industry.
The awards process unfolds like this:
- July: Start of the nomination process
- October: Voting for the best products
- December: Announcement of the top finalists
- February: Announcement of the winners
“Our marketing efforts were somewhat improvised, considering the rapid assembly of our organization,” Azzurro recalls. “Building the board, recruiting the right people, setting up the bank account, establishing the business, and securing sponsorships all took considerable time.”
Despite the challenges, he and his team managed to invest in essential infrastructural elements, such as a dedicated CCA booth for conventions. “Remarkably, within less than three months, we garnered a following of over 6,000 on social media. Our advertising strategy included partnerships, our personal website, and leveraging the voting process itself.”
Through the various marketing channels, Azzurro adds, “We effectively established a strong presence and engaged a growing community, setting a solid foundation for future growth and success.”
Following the February announcements, says Azzurro, “Our focus shifts to keeping our community engaged through omni-channel marketing strategies. We leverage multiple platforms to maintain excitement and provide valuable industry insights.”
These include:
- Instagram: “With thousands of followers, our Instagram page serves as a dynamic hub for updates, promotions, and community interaction.”
- Podcast – Dope Dialogues: Launching in August, this podcast will offer annual insights and news on the industry, providing a platform for deeper engagement with the audience.
- Industry magazines: Says Azzurro, “We will contribute columns to industry magazines, sharing expert perspectives and highlighting key developments.”
- Year-round promotion: Winners and finalists will receive continuous promotion throughout the year, ensuring their achievements are recognized and celebrated across various channels.
- Event hosting: Azzurro and his team plan to host three or four annual eclectic events at conventions throughout the year. “We aim to do two in Las Vegas and one or two in places such as Texas, Florida, Illinois, and California. By maintaining this robust engagement plan, we aim to keep our followers informed, inspired, and connected to the vibrant CounterCulture community all year long.”
Since its inception in July 2019, the CounterCulture Association has navigated many ups and downs, consistently delivering remarkable experiences. ur journey has been fueled by passion and volunteerism, with every experience provided on a voluntary basis. Despite the lack of financial compensation and widespread recognition, our commitment to creating spectacular experiences and growth opportunities remains unwavering.
With its founding and inaugural event in the rear-view mirror, the future for CCA is an open road.
“Since its inception in July 2019, the CounterCulture Association has navigated many ups and downs, consistently delivering remarkable experiences,” Azzurro reflects. “Our journey has been fueled by passion and volunteerism, with every experience provided on a voluntary basis. Despite the lack of financial compensation and widespread recognition, our commitment to creating spectacular experiences and growth opportunities remains unwavering.”
The Down & Dirty: Categories & Inaugural Winners
Best Store (Central)
Bahama Mama & Ropeace
“A single chain with two names, boasting over 100 stores in Texas,” says Azzurro.
Best Store (West)
Rock & Vape
“A standout few shops in Las Vegas, known for their exceptional service and atmosphere.”
Best Store (East)
Cloud 9 Smoke Shop
“A prominent presence along the Atlantic Coast, renowned for their excellent stores and outstanding social media engagement.”
Best Marketing & Social Media
Warp’d Labs
“Their innovative marketing strategy revolves around a fictional movie that mirrors the company’s brand theme — truly ingenious.”
Best New Product
Pulsar Apex eRig
“A unique device offering a fantastic experience with a variety of temperatures and a detachable percolator — highly impressive.”
Most Innovative Product
Sealz Tech
A resealable vacuum-seal bag with attachments for iPhone and Android, allowing users to easily remove air from the bag on the go.
Best Usable
Hemper
“Recognized for their monthly subscription bongs, Hemper’s innovative approach means hundreds of customers have extensive collections of their bongs, a remarkable achievement.”
Best Consumable
Trē House
“An impressive range of edible products. Trē House stood out from the beginning for their unique product ecosystem and selection.”
Hall of Fame
Dave Daily – Grav
“Selected for his enthusiasm and unwavering support of the industry, loved by his employees, and respected across the industry, Dave exemplifies the CCA’s values and is a well-deserved inductee.”
