Yola

Sep 17, 2024

Javier Hasse is a cannabis and psychedelics reporter and book author. Save Article Courtesy of Dope As Yola "I never thought long-form content would be something I would fall in love with," says Thomas Araujo, better known to millions as Dope as Yola. As he launches new business ventures and celebrates personal milestones, his journey from cannabis enthusiast to cultural icon offers a compelling narrative of passion, perseverance, and authenticity. Born and raised in a community where cannabis culture was both a refuge and a taboo, Thomas discovered his love for the plant at a young age. Despite societal stigma, he found in cannabis a friend, a constant in his life even as everything else changed. "My relationship with weed is a friend that never moved out," he shares, reflecting on his early days of experimentation and exploration. In 2012, at the age of 22, Thomas debuted as Dope as Yola, carving out a niche in the burgeoning world of cannabis content creation. His early videos featured product reviews and playful recreations of famous movie scenes with a cannabis twist. "I was showing my face with weed on Instagram before anybody else, so I got a huge following," he recalls. These early efforts laid the groundwork for what would become a massive, dedicated fanbase. Forget Adventure Time: It’s Story Time! The breakthrough came with his "Story Time" segments, where he recounted personal anecdotes with humor and honesty. These stories resonated with viewers, many of whom saw themselves in his experiences. "When I look back I realize the amount of stupid things I've done. And I think people can relate to it," Thomas explains. The organic connection he fostered with his audience was key to his growth, creating a community that felt more like friends than followers. As his popularity soared, so did his ventures. Thomas co-founded The Dopest Shop, offering hemp-derived products that provided a federally legal alternative to THC. Partnering with John Castaldi and Claudio Hand, he launched a range of disposable vapes, vape cartridges, edibles, concentrates, and pre-rolls. "Cannabinoids like THCA are naturally occurring, found in cannabis, and provide extremely similar effects as THC," Claudio explains. The product line quickly filled a niche in states where THC remains illegal, bringing high-quality cannabis experiences to underserved areas. The cannabis industry, which was long stigmatized, is now booming in the U.S., reflecting Thomas’s own trajectory. The U.S. cannabis market was valued at USD 33.60 billion in 2023 and is projected to grow at a CAGR of 12.10% from 2024 to 2030, creating abundant opportunities for content creators like Thomas who operate within the space Pushing Boundaries: The Growth of Push Trees Dope As Yola Courtesy of Push Trees Thomas’s clothing brand, Push Trees, has become a symbol of his entrepreneurial evolution. Originally launched as a fun side project to support his content creation, it quickly grew into a business cornerstone. Reflecting on the brand’s growth, Thomas acknowledges its pivotal role in his journey: "This brand has fully supported me on my content creation journey; it's the ONLY way I was able to financially survive." Over the years, Thomas faced the unique challenges of building a streetwear brand closely tied to cannabis culture, a market notorious for its obstacles. However, the organic, grassroots support from his fanbase helped him break through barriers. "Our biggest obstacle has always been growth and getting the name out there, but we have fully overcome that hump with the authentic dedication from our fan base," he explains. In a pivotal moment for Push Trees, Thomas secured a partnership with Zumiez, a popular action sports retailer. His condition was clear: "The process took 5 days, 1 meeting, and the deal was done… with one condition. That condition is that I retain 100% creative control of every single aspect." Since then, Push Trees has expanded into 250 Zumiez stores across the U.S., maintaining the brand's authenticity while increasing its visibility. The brand’s rapid growth reflects the power of genuine fan support. "We sold out in almost all of the stores within 4 days of launching," Thomas proudly notes, marking a huge leap for the brand. Going Mainstream: A Spotify Partnership, A TED Talk… What Else? Another defining moment in Thomas’s career came when his Dope As Usual Podcast caught the attention of Spotify. What started as a routine upload to the platform evolved into a full-fledged partnership. "The process with Spotify was extremely organic….we just upload our podcast to their platform like any other show would," he says. Thomas’s success is no longer limited to YouTube. Podcasts are another major growth area, with 504.9 million people expected to listen worldwide by the end of 2024. In the U.S. alone, 135 million people are regular listeners. With podcasting on the rise, Dope As Yola’s "Dope As Usual Podcast" quickly gained traction, ranking in Spotify’s top 25 comedy shows globally within its first month. In their first month, the podcast ranked #24 in the world for comedy, sparking Spotify’s interest. "After about 8 months into the show a Spotify rep reached out to ask for a meeting. What they offered to us changed everything about how we promote our show." Thomas and his team were given early access to Spotify’s video features, a privilege reserved for only a handful of shows at the time. The partnership exploded their presence, particularly in Europe. "A few weeks after the video features were applied they had us do a 'Dope As Usual Podcast' commercial for all of the free listeners. Hearing my voice on the show is already surreal…but to hear my voice pop up in Spotify commercials at random is too awesome," Thomas says. Spotify, which now boasts 615 million monthly active users and 236 million premium subscribers worldwide, recognized the value of Dope As Yola’s unique voice. In fact, since partnering with Spotify, the podcast's European audience has grown exponentially: "Our European audience has grown over 200% and counting." The collaboration has brought nothing but growth and opportunities. Thomas' TED Talk Courtesy of Dope as Yola Beyond his media success, Thomas broke new ground when he and his co-host, Marty O’Neill, became the first podcast team to present at TED Talk. "The TED Talk experience was incredible and a milestone for the cannabis community in my eyes. Marty and I were asked to be speakers last year and for the first time in history a podcast duo presented at TED Talk." Their talk, titled Business in the Digital Age, focused on resilience and adaptability—timely lessons for today’s fast-evolving landscape. "We needed to be on our A-game and show the world that Cannabis and content creation can be viable businesses that should be taken seriously," Thomas explains. The talk was well-received, earning them further speaking engagements and solidifying their standing as thought leaders in the cannabis industry. ‘Back In The Days Biz Said It Was The Vapors, But Today, I Realize That It's The Papers’ Beyond his media ventures, Thomas is expanding into new entrepreneurial territory with the launch of his rolling paper brand. A project years in the making, it initially started with Raw Rolling Papers but later evolved after a partnership with Blazy Susan. "I started this process in 2019 with Raw Rolling Papers, but after years of putting the project off, I've finally found the headspace to fully take this on." Now, with the right partnership and renewed focus, the rolling paper brand is ready for its debut. Much like Jeru the Damaja's "Me or the Papes," where the struggle between staying true to oneself and succumbing to fame is explored, Thomas’s entrepreneurial journey reflects his commitment to authenticity. "I want to approach this marketing direction the same way I do everything else—authentically going from hand to hand, fan to fan…word of mouth is more powerful than any ad in my eyes," Thomas asserts. This ethos extends to all of Thomas's ventures. He isn’t chasing fame for fame’s sake but focuses on creating products and content that genuinely connect with his audience. In a crowded market, his approach of prioritizing authenticity over flashy ads continues to set him apart. The ‘Weedtuber’ Who Made It—Big As Thomas expands his business ventures, his influence continues to soar in the digital realm as well. With nearly 2 million subscribers on YouTube, he is on the verge of making history as the first "weedtuber" to hit this milestone. "I think the reason I continue to grow on YouTube (despite the pushback) is because I'm truly just having fun, showing you places you may have never heard of, strains from around the world, events you may have not been able to make," he shares. But beyond the cannabis content, it’s Thomas’s relatability that truly resonates with his audience. "My stories seem to resonate with people because of the relatability and raw truth that comes with it. I always want to make sure I let people know it’s okay to mess up, not know what to do next, or feel lost…We all have and you are not alone," he explains. His YouTube channel isn’t just about smoking weed; it’s about creating a space where viewers feel like they’re hanging out with a friend. Looking ahead, Thomas has big plans—from a national tour for The Dopest Shop to expanding Push Trees further and launching his highly anticipated rolling paper brand. With every new venture, Thomas continues to break boundaries, carving out his own space in both the cannabis industry and the ever-evolving world of digital content creation.