Matthew Paul, President of VIBES- Interview Series

“We believe in staying true to the essence of the culture and lifestyle, and one of my top priorities is to ensure our brand reflects that authentically.”

Matthew Paul

As the cannabis market continues to expand and mature, it becomes increasingly crucial for businesses to distinguish themselves and establish a strong brand identity that resonates with consumers.  Creating a successful cannabis brand requires a combination of strategic thinking, innovative approaches, and a deep understanding of the evolving landscape of the cannabis industry.

My Cannabis had the rare opportunity of speaking with Matthew Paul, a dynamic and visionary leader who has a long history of building successful brands and business units. Currently, he is the President of VIBES Papers, the rolling paper brand by Bay Area rapper and entrepreneur, Berner. In this brief interview, explores the key elements and considerations involved in building a successful cannabis brand, showcasing the intelligence and foresight necessary to navigate this dynamic and ever-evolving industry.

Meet Matthew. 

As a brief introduction, can you share how your career path led you to the cannabis industry? 

After pursuing a hockey career after high school, I contacted a buddy of mine from back home to see what he was up to and he explained that he was selling this device called a Volcano Vaporizer on eBay and wanted to see if I wanted to get involved. This was back in 2006/2007, so we were early adopters of vaping technology as back then most of the early vaporizers were designed for cannabis. That company evolved into what is known today as Greenlane Holdings (Nasdaq: GNLN), and throughout my remarkable 15-year journey with Greenlane, I held various executive roles and played a pivotal role in transforming the company into a leading distributor and brand accelerator. Witnessing the evolution of Greenlane, I actively spearheaded growth initiatives, leveraging my expertise and strategic vision. These efforts ultimately brought me to work with Berner on bringing VIBES Papers to life. 

As the President of VIBES Papers, can you tell us about your role in shaping the brand's growth and success? What are some of the key strategies you have employed to position VIBES as a leading rolling paper brand in the market?

I provide strategic leadership while working closely with our talented team to propel VIBES forward. “Brick by brick”, as we say. I set clear goals, establish growth roadmaps, and make critical decisions to steer the brand in the right direction, while staying nimble and aggressive in order to compete with giants. We believe in staying true to the essence of the culture and lifestyle, and one of my top priorities is to ensure our brand reflects that authentically. This is the spirit of what gave birth to the brand and it has allowed us to resonate at a deeper level than our counterparts. 

Building strong relationships with our community is vital. We actively engage with our customers, brand evangelicals (shout-out #vibetribe !) and industry thought leaders incorporating their preferences into our product development and marketing strategies. This customer-centric approach helps us meet their expectations and builds real brand loyalty. These partnerships bring fresh perspectives, and creative ideas which helps contribute to our growth and visibility. Collaborations are a fusion of a partnership that we really like, especially when the stars align creatively. Plus, some really cool merch is usually the by-product.

Collaboration seems to be an integral part of VIBES' identity, with seasonal apparel releases and partnerships. How do these collaborations contribute to the brand's overall image and customer engagement? Can you share any notable collaborations that have had a significant impact?

Collaborations are a key marketing driver for us as we believe that when like-minded individuals come together, something special is created. The cornerstone of our success lies in the community, and naturally, some of these partnerships develop into collaborations which can range from limited edition drops to evergreen projects. Whenever we release a new collaboration, we consistently observe a halo effect across our entire brand which helps keep us top of mind during the consumers’ moment of consideration.

We had the privilege of collaborating with the estate of the renowned artist Keith Haring. This collaboration brought together his iconic artwork with our premium cones in a collectible tin, creating a visually captivating collection that celebrated the intersection of art and cannabis culture. The collaboration not only elevated our brand's image but also resonated with art enthusiasts and cannabis consumers alike. 

More recently, we had the opportunity to support Eryka Badu's cannabis launch – THAT BADU – through a limited release product called ‘A DOZEN ROSES.' This collaboration pushed us to step outside of our comfort zone by venturing into a new product category which was very exciting for us and our community. Working alongside an iconic figure like Eryka and bringing her vision to life was truly an incredible experience, and the impact was remarkable as it allowed us to expand our reach through Eryka's influence. 

Looking forward, we are very excited to be launching RELEASE PAPERS this summer in collaboration with The Last Prisoner Project. These special edition booklets engage the public to participate in advocating for those imprisoned for marijuana related convictions as each booklet includes the name of an incarcerated individual along with a QR code that showcases their story and helps you take immediate action. This is a cause we all at VIBES are passionate about, so it's an honor to support a great organization like LPP.

VIBES offers a range of paper flavors, each developed through extensive research and development. Can you give us insights into the process of creating these unique flavors? How do you ensure they meet the expectations and preferences of your customers?

It’s a balance, as it’s part us internally having over a half century of experience and knowing intuitively which flavors / styles / designs  will work better than others, and then it is part us listening to the community on what they like and don’t like. The real art is striking the balance between the two, and having the wherewithal to recognize sometimes that what we think is cool might not actually work in the market. 

A recent example of this is we recently launched a new flavor – BLANCO – which is a marriage of some of the best qualities across other four flavors [per the feedback of the community], as well as the FATTY cut booklets which is designed for the emerging roll-your-own infused joint category. Both of these are examples of us listening to the community and reacting quickly.  

Berner, the founder of VIBES and a well-known rapper and entrepreneur, has played a pivotal role in the brand's success. How has Berner's involvement influenced the brand's direction and resonated with its target audience?

Tremendously.

Berner is a true visionary and is constantly thinking of what our next move is. His influence can be seen in almost all aspects of the brand, from our product offerings, to the communication and go-to-market strategies. His creative vision and keen understanding of the market have enabled VIBES to stay a couple steps ahead and deliver products that resonate best with our core demographics. Because of his credibility and reputation as a successful artist and entrepreneur, he has helped establish trust and loyalty among the most influential, and his involvement has served as a powerful endorsement for the brand, solidifying VIBES as a leading brand in the industry.

With the rapidly evolving cannabis industry and increasing competition, how do you plan to stay innovative and maintain VIBES' market leadership? Can you share any upcoming projects or plans that will drive the brand's growth and expansion?

We have some cool things up our sleeves as we have a relentless desire to build and bring to market products that are desirable. We invest in research and development to bring new features, designs, and flavors to our customers. Our goal is to continuously enhance the smoking experience and provide our customers with cutting-edge products that meet their evolving needs and preferences.

VIBES isn't just about rolling papers, though – it's a complete lifestyle experience. We embody a vibrant and inclusive culture that celebrates self-expression, creativity, and camaraderie. VIBES seamlessly integrates into the lives of those who embrace the essence of “good vibes”. There’s always room for more in the #vibetribe. 

What’s next for Matthew Paul?

Good question. I am proud of what VIBES has accomplished in such a short period of time and are excited to see how far we can take it. We are the underdog against well capitalized multinational tobacco companies who have brands that have a lineage dating back hundreds of years; doesn’t everyone like a good underdog story? 

It was a great pleasure to have this conversation with Matthew Paul, President of VIBES. Readers who wish to keep up with what the company is doing are  invited to do so through the company's website.