San Francisco’s hometown Noise Pop Festival kicked off last week and runs through this weekend. It is no surprise that the festival where more than half of the 150-plus bands playing are local chose Solful, committed buyers of local, sun-grown cannabis, to be its first cannabis sponsor.
To celebrate local bands and farmers together, they released the “Snap, Crackle, Noise Pop” pre-rolls, a festival-optimized original that comes in a stylish collectible tin with five joints … and maybe a surprise inside.
The Sonoma-rooted, conscious capitalist company opened its first dispensary in Sebastopol with the mission of building out a retail support system for local growers as regs came online in 2016. It is an organic, place-rooted strategy that demonstrates the two organizations are perfect for each other, just like weed and live music.
“We really wanted to come out with something we thought would be the perfect thing to have while you were watching live music, you know?” said Solful founder and CEO Eli Melrod when we chatted about the collab. “We actually tried a lot [before finding] a blend of two different strains from us, well … basically rolling a bunch of jays.”
Solful is part of “the broader community of local businesses that are doing good work,” said Melrod. He mentioned that his first concert on weed was a The Living Legends set at the Fillmore for an independent hip-hop benefit.
“The more we can lock arms with organizations [who share the same values], the more we can find that win-win,” he added. Furthermore, he emphasized the importance of building community at every level, among the staff, in the stores with customers and with the farmers.
The Snap, Crackle, Noise Pop pre-rolls are available for $35 at all Solful locations. Tins include a code for a 10% discount off of general admission Noise Pop badges—and get this—for one blessed individual, one of the pre-roll packs, only one, is redeemable for two free general admission Noise Pop badges, unlocking every show at every venue at the festival.
I tasted this lovely joint with its ’90s aesthetic. It was well suited to the live jazz-thrash gig where I previewed it—the taste vintage, almost dry, with a hint of tobacco. The kind of joint one could tuck behind the ear for a show.
Snap, Crackle, Noise Pop pre-rolls are available in Sonoma County at Solful Sebastopol, 785 Gravenstein Hwy. S, and Solful Healdsburg, 465 Healdsburg Ave. $35 for a pack of five.
The 2026 Noise Pop Festival runs from now through March 1 at 15 different venues in San Francisco and around the Bay Area. For more information and tickets, go to noisepopfest.com.
