Rapper Snoop Dogg has co-founded Merry Jane, a media company devoted to all things marijuana, with backing from an array of pro-pot celebrities and businesses.

The business venture, which Snoop co-created with marketing and media entrepreneur Ted Chung, was announced at TechCrunch Disrupt in San Francisco on September 21. The site is intended as a destination site on pot pop culture, including a YouTube interview series called “Deflowered” which will feature conversations with figures and newsmakers in the cannabis industry.

Consumer information, including product information and dispensary locations, are also expected to be part of the site when it launches in October. A beta site is already in existence, which allows access to up to 420 users who sign up as members.

Backers and partners in Merry Jane include actor Seth Rogen, strategic advisor Guy Oseary and the venture capital firm Casa Verde Capital, LLC, all of whom are unified behind Snoop’s vision of a “platform that will take [the cannabis] movement further by creating a destination where people could find fresh content,” as he noted during the TechCrunch Disrupt announcement.

“Merry Jane is a game-changing platform for pop culture. It’s a new frontier, y’all!” And a potentially new source for a cash windfall. According to data from ArcView, the American marijuana industry earned $2.6 billion in 2014 alone.