Snoop Dogg is launching a media company focused on (wait for it) marijuana

Snoop Dogg has a new media startup! Can you guess what its focus is? I’ll give you a hint: the company is named Merry Jane.

That’s right, it’s a “cannabis lifestyle site.” Snoop and entrepreneur Ted Chung just announced the site at TechCrunch Disrupt, the technology and business conference in San Francisco.

Snoop had teased an announcement on Twitter earlier today:

Chung, for his part, managed to make weed sound as dull as possible, using the phrase “cannabis space,” and explaining that Snoop had been “at the helm of this movement for his whole career, globally.”

Meanwhile Snoop, prompted by TechCrunch writer Jordan Crook, explained why he loves cannabis so much.

The startup already has a YouTube channel up and a Twitter account that’s been (barely) active since late August. The first episode in a video series called “Deflowered” is already up on YouTube:

Oh, and Snoop made a good joke.

Ethan Chiel is a reporter for Fusion, writing mostly about the internet and technology. You can (and should) email him at [email protected]