Editor’s note: This short article was initially released on Forbes in September 2024. It has actually been upgraded in Might 2025 to show brand-new turning points, metrics and brand name growths.
” I never ever believed long-form material would be something I would fall for,” states Thomas Araujo, much better understood to millions as Dope as Yola. As he introduces brand-new service endeavors and commemorates individual turning points, his journey from marijuana lover to cultural icon provides an engaging story of enthusiasm, determination and credibility.
Born and raised in a neighborhood where marijuana culture was both a haven and a taboo, Thomas found his love for the plant at a young age. In spite of social preconception, he discovered in marijuana a pal, a continuous in his life even as whatever else altered. “My relationship with weed is a pal that never ever vacated,” he shares, reviewing his early days of experimentation and expedition.
In 2012, at the age of 22, Thomas debuted as Dope as Yola, taking a specific niche in the growing world of marijuana material development. His early videos included item evaluations and lively entertainments of well-known film scenes with a marijuana twist. “I was revealing my confront with weed on Instagram before anyone else, so I got a substantial following,” he remembers. These early efforts prepared for what would end up being an enormous, devoted fanbase.
Forget Experience Time: It’s Story Time!
The advancement featured his “Story Time” sectors, where he stated individual anecdotes with humor and sincerity. These stories resonated with audiences, a lot of whom saw themselves in his experiences. “When I recall, I recognize the quantity of dumb things I have actually done. And I believe individuals can associate with it,” Thomas discusses. The natural connection he promoted with his audience was crucial to his development, producing a neighborhood that felt more like good friends than fans.
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As his appeal skyrocketed, so did his endeavors. Thomas co-founded The Dopest Store, offering hemp-derived items that offer a federally legal option to THC. Partnering with John Castaldi and Claudio Hand, he released a series of non reusable vapes, vape cartridges, edibles, focuses and pre-rolls. “Cannabinoids like THCA are naturally happening, discovered in marijuana, and offer very comparable results as THC,” Claudio discusses. The line of product rapidly filled a specific niche in states where THC stays prohibited, bringing top quality marijuana experiences to underserved locations.
Pressing Borders: The Development Of Push Trees
Thomas’s clothes brand name, Press Trees, has actually ended up being a sign of his entrepreneurial development. Initially released as an enjoyable side task to support his material development, it rapidly turned into an organization foundation. Assessing the brand name’s development, Thomas acknowledges its essential function in his journey: “This brand name has actually completely supported me on my material development journey; it’s the ONLY method I had the ability to economically endure.”
For many years, Thomas dealt with the special obstacles of constructing a streetwear brand name carefully connected to marijuana culture. Nevertheless, the natural, grassroots support from his fanbase assisted him break through. “Our greatest challenge has actually constantly been development and getting the name out there, however we have actually completely gotten rid of that bulge with the genuine devotion from our fan base,” he discusses.
In a turning point for Push Trees, Thomas protected a collaboration with Zumiez, a popular action sports seller. His condition was clear: “The procedure took 5 days, 1 conference, and the offer was done … with one condition. That condition is that I keep 100% imaginative control of each and every single element.” Since 2025, Push Trees is offered in over 200 Zumiez areas across the country. The brand name’s quick development shows the power of real fan assistance. “We offered out in nearly all of the shops within 4 days of introducing,” Thomas happily keeps in mind.
Going Mainstream: A Spotify Collaboration, A TED Talk … What Else?
Another specifying minute in Thomas’s profession came when his ” Dope As Usual” podcast captured the attention of Spotify AREA What began as a regular upload to the platform developed into a full-fledged collaboration. “The procedure with Spotify was very natural … we simply submit our podcast to their platform like any other program would,” he states.
The “Dope As Normal” podcast rapidly got traction, ranking in Spotify’s leading 25 funny reveals worldwide within its very first month. Since Might 2025, the podcast has actually collected 10s of countless views and more than 2 billion minutes of watch time, even ending up being a success in Europe. Early access to Spotify’s video functions enhanced their reach.
Thomas and his co-host, Marty O’Neill, made history as the very first podcast duo to provide at a TED Talk. Their talk, “Company in the Digital Age,” concentrated on durability and versatility. “We required to be on our A-game and reveal the world that marijuana and material development can be feasible services that ought to be taken seriously,” Thomas discusses.
Beyond media, Thomas is broadening into brand-new entrepreneurial area with the launch of his rolling paper brand name. The concept started in 2019 with Raw Rolling Documents and has actually considering that developed into a cooperation with Blazy Susan. While the release date has actually not yet been revealed, the drop is anticipated quickly.
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” I wish to approach this marketing instructions the very same method I do whatever else– authentically going from hand to hand, fan to fan … word of mouth is more effective than any advertisement in my eyes,” Thomas asserts. This principles reaches all of Thomas’s endeavors: focusing on credibility over fancy advertisements.
The ‘Weedtuber’ Who Made It– Huge
With roughly 1.97 million YouTube customers since Might 2025, Thomas is on the edge of ending up being the very first “weedtuber” to strike 2 million. “I believe the factor I continue to grow on YouTube (regardless of the pushback) is since I’m genuinely simply having a good time, revealing you positions you might have never ever become aware of, stress from worldwide, occasions you might have not had the ability to make,” he states.
Beyond marijuana, it’s Thomas’s relatability that resonates. “My stories appear to resonate with individuals since of the raw reality that features them. I constantly wish to make certain I let individuals understand it’s all right to ruin, not understand what to do next, or feel lost … All Of Us have, and you are not alone,” he states.
Looking ahead, Thomas prepares to continue growing The Dopest Store, broaden Push Trees into brand-new retail areas and scale his rolling paper brand name. With every relocation, he declares what makes him special in the marijuana and content world: an unwavering dedication to credibility and neighborhood.
This short article was initially released on Forbes and appears here with approval. The short article is from an external source. It does not represent Benzinga’s reporting and has actually not been modified for material or precision.
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