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Anne Erickson

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Cannabis company Lume is joining forces with 313 Presents to name Lume the official cannabis of DTE Energy Music Theatre. With this deal, Lume will become the exclusive cannabis brand of the venue.

The five-year agreement will bring Lume branding throughout the venue, including a 6,000 square-foot “Tree House” lounge and satellite activations throughout the venue.

The “Tree House” will be located inside DTE Energy Music Theatre’s West Entrance.

“We’re thrilled to announce this dynamic marketing partnership with 313 Presents, which provides educational opportunities to expand cannabis’ place in wellness, recreation and lifestyle settings,” Dave Morrow, CEO of Lume Cannabis Co., said in a statement. “Lume is actively leveraging live events and strategic brand partnerships to bring communities together and create memorable experiences. We look forward to building a strong, lasting relationship with 313 Presents.”

“We’re trying to take cannabis out of the shadow put it in the spotlights and get it into the culturally mainstream events,” John Gregory, chief marketing officer for Lume, added. “Cannabis and music have always gone well together, not tied to a specific kind of music. We can showcase our brand in an unexpected way. … We want to get the taboo and old prohibition sentiments in the rearview.”

According to a statement, “Cannabis consumption and purchase is not permitted on-premises; however, the lounge contains indoor areas where guests can purchase Lume-branded merchandise and learn about the company’s retail offerings across its 18 off-site recreational dispensaries.”

For more information on Lume, go here.

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Anne Erickson's love for music drew her into radio, and she started shortly after graduating from MSU. She has a passion for rock and metal, plus local music. She also fronts the band Upon Wings. Email Anne at erickson@WRIF.com and tweet at her @AnneErickson!