Ganja Girl

What Ganja Girl does

Ganja Girl LLC is a privately held, founder-operated Michigan-based cannabis-adjacent lifestyle brand built around community, music, and merchandise. Founded by Morgan Underwood, a Michigan native from Lansing who began as a caregiver in the state's Medical Marijuana Program in 2016 and formalized the legal entity in 2021, the company operates a DJ collective, organizes electronic music events, sells branded merchandise through a direct-to-consumer e-commerce site, and runs a cannabis caregiver service. Its flagship property is Femtronica, an annual Music & Arts Festival timed to International Women's Day weekend that features femme DJs, performers, and artists across Michigan, with adjacent programming such as the Night Shift afters event.

The company's revenue is generated across four small transactional streams: brand merchandise sales via its own e-commerce storefront, event ticketing (primarily through Eventbrite for Femtronica and Night Shift), DJ and music production services performed at Michigan venues and larger festivals including Electric Forest and Big Fam Festival, and event planning through the founder-operated Smorgasbord Events sub-brand. Underlying technology is not disclosed; the business relies on commodity platforms (Eventbrite, GoFundMe/Google Forms for volunteers, Facebook/Instagram, SoundCloud, YouTube) for distribution and community engagement.

Go-to-market is event-driven and community-led, targeting womxn, BIPOC, LGBTQ+, and entrepreneur communities in cannabis, alongside electronic music fans and Michigan residents seeking event planning services. Marketing is concentrated in organic social channels (Instagram, Facebook, YouTube), an email newsletter, earned media coverage (Leafly 2023, City Pulse Lansing, Voyage Michigan), and live event activations. The company maintains no disclosed institutional funding, parent company, or headcount beyond 1–10 people, and operates exclusively within Michigan.

Name

Ganja Girl

Legal name

Ganja Girl LLC

Website

https://ganjagirlmi.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Ganja Girl LLC is a Michigan-based cannabis-adjacent lifestyle brand operating a DJ collective, electronic music events (notably the annual Femtronica festival), branded merchandise e-commerce, and event planning services, targeting womxn, BIPOC, LGBTQ+, and music-festival communities.

Ownership category

akta.pro rank

Product category

Cannabis Lifestyle Brand & Live Events

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cannabis Lifestyle & Apparel/Brand Merchandise Retail (CRANAHAJ)

Keywords

• Cannabis lifestyle merchandise
• Electronic music events
• DJ collective services
• Event planning services
• Cannabis community advocacy

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Brand Merchandise Sales: E-commerce site selling brand merchandise including apparel and accessories. Revenue generated through direct online sales of GG branded products.
2. Event Ticketing and Services: Revenue from ticketed events including Femtronica festival, Night Shift, and other events. Also event planning services through Smorgasbord Events for weddings, birthdays, and private parties.
3. DJ/Production Services: Performance fees from DJing and music production services at venues, festivals, and private events.
4. Smorgasbord Events: Event planning, rentals, and decor services for weddings, birthdays, and private parties, creating unforgettable experiences with unique elements like fairytale carriages and heart-shaped gazebo benches.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Ganja Girl is a Michigan-based cannabis lifestyle brand that sells branded cannabis-themed merchandise through its own e-commerce site, organizes electronic music events including the annual Femtronica Music & Arts Festival and its Night Shift after-party, provides DJ and music production services as a collective, runs the Smorgasbord Events planning business, and offers medical marijuana caregiver services. The company also cultivates an online and in-person community (GG Community) focused on womxn, BIPOC, and LGBTQ+ individuals within cannabis and music culture.

Product overview

Ganja Girl is a Michigan-based cannabis brand and community platform operated by Ganja Girl LLC. The core offering centers on the Ganja Girl brand for merchandise and community building, complemented by the Femtronica Music & Arts Festival (and its Night Shift afters event), DJ/producer services, cannabis caregiver services, and the Smorgasbord Events planning service. The GG Community platform connects women, BIPOC, LGBTQ+, and entrepreneurs through resources, mentorship programs like 'Beautiful and Blooming', and shared advocacy for cannabis accessibility. The brand serves adults 21+ in Michigan and beyond.

Differentiator

Problem solved

Functional benefit

Brands

• Femtronica: Annual Music & Arts Festival celebrating International Women's Day weekend, highlighting femme DJs, performers, artists, vendors, and creative collaborators from across Michigan.
• Smorgasbord Events
• Beautiful and Blooming

Products and services

• Ganja Girl Branded Merchandise Apparel and lifestyle merchandise carrying the Ganja Girl cannabis-brand identity, sold direct-to-consumer through the company's own online store and targeted at cannabis-curious adult consumers.
• Femtronica Music & Arts Festival Annual ticketed electronic music and arts festival curated by Ganja Girl, featuring DJs and producers, positioned as an inclusive cannabis-and-music community event.
• Femtronica: Night Shift Companion after-party / late-night event series tied to the Femtronica festival, offering ticketed electronic music programming for attendees.
• DJ and Music Production Services DJ performances and music production services delivered by the Ganja Girl collective for events, venues, and branded occasions.
• Smorgasbord Events Event planning service for individuals and small organizations seeking creative, end-to-end event execution in Michigan, leveraging the Ganja Girl creative network.
• Medical Marijuana Caregiver Services Medical marijuana caregiver services provided under Michigan's caregiver program, supplying registered medical cannabis patients with product from a licensed caregiver.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Unity in Music 517coreStrategic or Co-development Partner · 1 January 2026Collaboration for Femtronica pre-party event. Unity in Music 517 hosts a weekly 18+ event that gets a femme-powered takeover featuring exclusive pre-party sets from additional femme artists for Femtronica weekend.
• Our DreamminorStrategic or Co-development PartnerMentorship program and resources for cannabis entrepreneurs. Ganja Girl shares this resource on their community resources page to support aspiring cannabis entrepreneurs.
• CannaclusiveminorStrategic or Co-development PartnerThe Accountability List - resource shared on Ganja Girl's resources page. Cannaclusive promotes equity and inclusion in the cannabis industry.
• Smorgasbord EventsminorGTM or Marketing PartnerRelated business operated by Ganja Girl founder Morgan Underwood. Smorgasbord Events provides event planning, rentals, and decor services, bringing the same brand energy to celebrations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Cannaclusive: Cannaclusive is a cannabis equity and inclusion organization and a confirmed Ganja Girl resource partner. Adjacent rather than competitive — comparable as an ecosystem participant operating in the same BIPOC/LGBTQ+ cannabis inclusion niche.
• Eventbrite: Eventbrite is the ticketing platform Ganja Girl uses for Femtronica, Night Shift, and other events. An enabling/infrastructure peer rather than a competitor — relevant for understanding Ganja Girl's event distribution model.

Broad incumbents

• Cookies: Cookies is a large cannabis lifestyle brand combining dispensaries, apparel, and celebrity-driven cultural cachet. Comparable to Ganja Girl's cannabis lifestyle merchandise and brand-driven GTM, but operates at much greater scale across multiple states.
• Merry Jane: Merry Jane is a cannabis media and lifestyle brand covering music, culture, and cannabis. Comparable to Ganja Girl at the intersection of cannabis, music, and lifestyle branding, though Merry Jane operates as media rather than an event/festival producer.
• Emerald Conference: Emerald Conference and Emerald Expo run large-scale cannabis industry events and trade shows. Comparable to Femtronica as a cannabis event producer, though Emerald focuses on B2B industry audiences versus Ganja Girl's consumer/festival model.
• Leafly: Leafly is the leading cannabis discovery and media platform and explicitly recognized Ganja Girl in 2023. Comparable as a cannabis-culture content/brand platform, though Leafly operates a marketplace rather than a merchandise or events business.

Direct peers

• Women Grow: Women Grow is a networking and community organization for women in the cannabis industry. Overlaps with Ganja Girl's GG Community platform, Beautiful and Blooming project, and focus on womxn/BIPOC representation in cannabis.
• Miss Grass: Miss Grass is a cannabis lifestyle brand built for women, combining branded merchandise, content, and community. Most comparable to Ganja Girl on the women-focused cannabis lifestyle/apparel positioning and direct-to-consumer e-commerce model.
• HiiiWAVY: HiiiWAVY is a cannabis-rooted music and events brand producing festivals that blend music, art, and cannabis culture. Closely mirrors the Ganja Girl model of merging DJ culture, festivals, and cannabis community under a single brand.

Emerging players

• Beard Bros Pharms: Beard Bros Pharms is a cannabis media and advocacy brand covering culture, equity, and products. Comparable to Ganja Girl's advocacy- and community-driven cannabis brand approach and to its caregiver/legacy cultivation roots.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCh1duZVpM9zw_scDswsu1wg
• Facebookfacebook.com/groups/324466709011346
• Instagraminstagram.com/ganjagirlofficial
• LinkedInlinkedin.com/company/ganja-girl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ganja Girl