Berner may be America’s most famous cannabis entrepreneur. Here’s why he loves Fresno

One wouldn’t fault Berner if he wanted to step away from his rap career for awhile.

After all, the guy has released dozens of albums over the past decade — somewhere around 40, including a pair that landed on the Billboard Top 200.

He’s also been busy stepping into his role as one of the country’s most famous cannabis entrepreneurs as the founder and CEO of the Cookies brand (a Fresno location is currently in the works). He was recently featured on the cover of Forbes Magazine, a first for a cannabis CEO.

And yet, between all the interviews, store openings and business meetings, the Bay Area native still makes it in to the studio for a session or two. In fact, his latest single “Elon” was released on Friday. The song is a shout-out to SpaceX head Elon Musk and a push toward the final frontier for weed.

Yes, Berner wants to send cannabis to Mars, which isn’t just a funny thing to say.

And somehow, he also finds the time to perform in markets like Fresno.

“I don’t have to do anything anymore if I don’t want to,” Berner says in a phone call promoting his performance at Chukchansi Park in downtown Fresno on Sept. 10.

“That definitely feels good.”

But he remembers when that wasn’t the case, when he wasn’t known for anything really and he had to play small venues, with broken stages and police helicopters flying overhead. He says his earliest memories of performing with an actual crowd are in Fresno.

And he doesn’t forget.

So, while most artists in his position would be saving dates for the big summer festivals, Berner is happy playing one-offs in smaller markets.

“Markets like Fresno are what made me,” he says.

“There’s a loyalty there.”

Which is why promoter Brad Jaurique books Berner as often as he can and would like to make it an annual event.

Berner played a Jaurique-promoted event at Chukchansi Park last year with E-40.

“My goal is to create our own concerts series, and festivals, since the big artists and concerts tours seem to bypass Fresno and the Central Valley,” Jaurique says. Next up: Jaurique’s Ladies Night Out series, which brings Ashanti and Baby Bash to The Big Fresno Fair.

In a way, these shows are the current extension of the Fresno Smokeout, the cannabis-themed concert Jaurique put on at Woodward Park in 2014.

Berner also played that show, and at the time promised he’d be back every year.

In a video from the show, which Berner shared in an Instagram story this week, the rapper says Fresno’s been showing him love since day one.

“Period. So, look: You have my word. If your boy big Bern blow up and I get $300,000, I’ll still gonna rock this B%&* every F*&^in year.”