Las Vegas during MJBiz Con has its own gravity: the expo-floor hustle by day, deal-making dinners at dusk, and the after-hours circuit where the real temperature of the industry gets taken. This year, one night rose above the noise—Jeeter Live’s first-ever Vegas show, staged during MJBiz Con week (Dec. 2–5, 2025).

In conversation with Jeeter co-founder and co-CEO Sebastian Solano, we unpacked what it took to build a brand-new live production from scratch—on an impossibly compressed timeline, with a guest list that exploded almost instantly—and why Jeeter is betting that cannabis culture’s next chapter isn’t just about products, but about experiences.

A guest list sold out in 24 hours

Jeeter didn’t launch Jeeter Live with a mass public blast. According to Solano, the first invitations were shared through existing MJBiz Con networks—an intentional, inside-circle rollout designed to gather the right room.

Within 24 hours, the response exceeded all expectations. The event reached roughly 1,800 RSVPs, effectively hitting capacity before the broader industry even had a chance to track down a link. The list was quickly closed, with only minimal additions made as the date approached. On the day of the event, demand spiked so sharply that the ticketing site temporarily crashed.

By midweek, the ripple effect was unmistakable: the “Can you get us in?” texts, last-minute favors, executives asking around like entry required both timing and trust. It was organic FOMO—the kind no marketing budget can manufacture.

Built in weeks, not months

Solano is quick to note that a production of this scale typically requires six months or more. Jeeter Live came together in roughly four weeks, sparked by a conversation that began just five weeks before MJBiz Con.

The catalyst was collaboration. Chicago Atlantic approached Jeeter about producing an MJBiz Con-week event, with Vireo Health joining as a presenting sponsor alongside additional partners. From the outset, the intention wasn’t to stage a conventional after-party, but to build something immersive—an experience that felt meaningful to the brand, the sponsors, and the community in the room.

Jeeter Live was conceived as a shared flagship moment: brand-led, collaboratively produced, and designed so partners felt like true hosts—not logos on a step-and-repeat.

The artist was Jeeter—and David Solano

If you’ve followed Jeeter’s rise, you know the brand lives at the intersection of cannabis, culture, and entertainment. Jeeter Live’s Vegas debut brought a more intimate creative layer into focus: family artistry.

David Solano—Jeeter co-founder and Chief Sales Officer—DJ’d the night and debuted original music produced specifically for the show’s narrative arc. Sebastian shared that the music is part of a long-form project David has been developing for years: an album inspired by ayahuasca journeys, blending psychedelic, shamanic, electronic, and cinematic influences.

Vegas marked the first time this body of work was played publicly. It wasn’t framed as spectacle for spectacle’s sake—it was personal, vulnerable, and intentional. In an industry where events often skew transactional, that sincerity resonated.

Three Chapters: Cannabis as a Storyline

Rather than defaulting to a headliner-and-hype format, Jeeter Live unfolded as a three-act journey.

Chapter One explored the plant as seed, nature, medicine, and spirituality—an origin rooted in earth.Chapter Two traced cannabis through culture, protest, and the decades where it became both expression and controversy.Chapter Three looked forward—AI-inflected visuals, LED-driven performance elements, and a reminder that even as technology accelerates, the plant remains medicine.

The goal wasn’t just to entertain, but to move the audience through an idea: cannabis as something older than the market, larger than the moment, and still evolving.

“The Production Company Was Us”

What truly set Jeeter Live apart wasn’t just demand—it was how deeply hands-on the production process remained from concept through execution.

The show was co-produced and fully directed internally, with Emir Duru, Jeeter’s Head of Events & Partnerships, serving as a central creative and production lead alongside the founding team.

Duru led the scripting and narrative structure and played a key role in translating vision into live execution. Working closely with the core production team, he helped direct lighting, pacing, and overall show flow—making real-time creative and technical decisions throughout the build.

Original music was produced by David Solano, while lighting, production design, and visual execution were collaboratively directed on-site, with the show’s leadership deeply involved in every detail rather than outsourcing the vision.

That hands-on intensity extended into the final days. When a planned choir option fell through due to budget constraints, the team spent the week before the event calling churches across Las Vegas until they found one that could make it happen.

The night almost didn’t happen (and then it did)

Vegas is built on the illusion of seamlessness. Jeeter Live, by contrast, had the kind of behind-the-curtain chaos that makes a show real.

Two rehearsal days. Two hours. Everything not sounding right. The pressure of MJBiz Con week closing in.

Then, the day of: David Solano reportedly woke up with a stomach flu so severe he couldn’t stop throwing up. A doctor was sent. He received treatment. And then—somehow—he performed anyway, with a bucket nearby “just in case.”

When Sebastian tells it, adrenaline took over. The music finally hit the room the way it was supposed to. The crowd responded. And the thing Jeeter had been holding in their heads for years suddenly became physical: a live experience, shared.

“High on life” as a design principle

Jeeter is a cannabis company, but Jeeter Live is intentionally not only about cannabis consumption—particularly in environments like casinos, where use isn’t permitted.

Solano framed the project around a recurring idea: getting people “high on life.” Not as a slogan, but as a design standard. The core product isn’t consumption—it’s connection, euphoria, and lift.

Following Vegas, Jeeter is already exploring what Jeeter Live becomes next. Possibilities include evolving the show into a touring experience, refined market by market. New York is already under consideration.

They’re also planning a behind-the-scenes docuseries capturing the creative build, production pressure, and deeper artistic origins behind the music.

For MJBiz Con week—where events often blur together—Jeeter Live stood apart. Not because it was louder, but because it was intentional. When one room makes the rest of the city feel like it’s missing something, that’s not just a party.

That’s a signal.

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