It’s been over a year since The Notorious B.I.G.’s son, C.J. Wallace, launched Think BIG, a social movement and company that challenges people to see the positive in cannabis use.
C.J. started Think BIG as part of his search to understand the legacy of his late father. He wanted to find out who his father was outside of being a rap legend. Through talks with his family, C.J. learned that his dad used cannabis to help his creative rhymes flow.
“A year ago, I didn’t really see what we’re doing now,” C.J. told the outlet. “I understood the importance of reinvestment into all of the communities most harmed by the War on Drugs and an unfair criminal justice system. I knew the social equity piece and criminal justice reform aspect were going to be huge, key parts of our business. However, at the time, I think I really wanted to have a cannabis product out.”
Think BIG has become a company that has grown from just being about cannabis to focusing on criminal justice reform. C.J. and Willie wanted to use the company for a greater good.
“We see COVID killing black and brown people at higher rates and this is related to the same system that keeps us in jail, kills us for jogging, has our women dying at higher rates in childbirth and contributes to the numerous unspoken mental health issues in our communities,” C.J. said. “We can not talk about criminal justice reform without cannabis legalization. And no Joe Biden, decriminalization is not the answer. Legalization is the only way forward.”
Earlier this month, The Notorious B.I.G. was set to be inducted into the Rock and Roll Hall of Fame. The ceremony was rescheduled to November, due to COVID-19. C.J. and his grandmother Voletta Wallace were already discussing plans for the induction.
“At the beginning of March, no one could have predicted that a pandemic would shut down society, delay cannabis reform and ruin long deserved celebrations for my father,” he continued. “But, life moves on and Think BIG is moving with it. When the world talks about my dad, they talk about his music, but they fail to talk about who he was as a young black man in New York with his mom, away from their family in Jamaica during the 80s and 90s and how so much of his creativity came out of the struggle of being a black man [and] misunderstood in this world.”