When four distinct communities converge under one roof to celebrate the Festival of Lights, something special happens. Light It Up Live, held at Nuna Harvest, proved what we've been saying all along: New York's cannabis industry runs on relationships. Products matter, sure. But people finding each other in the glow of shared purpose? That's the real story.
Jews in Weed, which connects Jewish professionals across the cannabis industry, joined Nuna Harvest NY, The Capitol Theatre, and The Other Magazine for a pre-Hanukkah gathering that had the energy of a family reunion, not an industry mixer. Cannabis brands from across the state filled the space, a reggae soundtrack set the vibe, and Beascakes Bakery's jelly donuts disappeared faster than you could say “sufganiyot.”
When Matisyahu Showed Up
“You don't forget moments like that,” says Peter Shafran, Publisher of The Other Magazine and event co-host. “This is what happens when the right people come together with the right intention.”
The highlight nobody saw coming: Matisyahu spent nearly an hour with attendees. The reggae-influenced artist, whose music has bridged Jewish spirituality and global consciousness for two decades, wasn't there for a quick meet-and-greet or staged photo op. He smoked, talked, and genuinely connected with the people building New York's legal cannabis market.
Community Over Commerce
In an industry often dominated by regulation headaches and market pressures, Light It Up Live offered something increasingly rare: an authentic gathering. The event honored Hanukkah's themes of light, renewal, and endurance—values that hit home for a community that spent decades navigating prohibition to reach this moment of legal celebration.
The Season of Light Continues
For those who missed Light It Up Live, the celebration continues with multiple opportunities to catch Matisyahu live in the region:
Upcoming Matisyahu Shows:
- Saturday, December 6 – The Capitol Theatre, Port Chester, NY (with TAUK)
- Sunday, December 14 – Brooklyn Bowl, Brooklyn, NY
- Monday, December 15 – Brooklyn Bowl, Brooklyn, NY
Read our full interview with Matisyahu: Finding Light in the Darkest Month
You don't forget moments like that.
