In Los Angeles, there is no shortage of exclusivity. From warehouse raves to press junkets to the hottest mansion party filled with the most interesting 22-year-olds in town, there’s a scene you only know if you know—no matter your preference on how to get down.

In the cannabis industry, the events attempt to toe the fine line between advertising, prestige, and—due to the plant’s naturally mellow nature—the indescribable ease of “good vibes.” At the center of it all, it’s no longer the DJ keeping it alive: It’s the Roller. With a perfectly curated selection of cannabis (flower and concentrates included) and the skill to craft each joint like a work of art, today’s Rollers are the de facto hosts of the smokiest parties in town. It’s a performance, a lifestyle, and a cultural statement. We invited a few of LA’s hottest Rollers to come through to discuss their craft and show off their signature moves.

“It’s one of the few art forms that can be enjoyed while creating it and while destroying it by fire,” muses Mars, a veteran of the craft.

Rollers are now getting the kind of celebrity treatment once reserved for the Hollywood elite—with high social media followings, booked-out schedules, and VIP invitations in tow. At the table, guests line up to watch them work: asking questions, snapping videos, and sharing their perfectly crafted joints on Instagram. Besides the groupies, perks include access to the biggest names (and celebrities) in the space, collaborations with top-tier brands, and, of course, the best weed in the house.

From hashholes (a flower joint filled with a donut-like wax center) to doinks (smokes wrapped in cured hemp), many have signature styles that speak to more than a preference: they compose an identity. For devotees, the choice of shape, tip, and papers speak to a persona even more than the alias itself.

The contents of their kit deeply depend on the Roller, with many showcasing personal talismans from their favorite Magic the Gathering card to a lucky Labubu doll. Jars of flower and concentrates are lined up like a setlist, with each strain carefully selected for various phases of the night.

Some roll smooth like lounge singers: slow-burning, methodical joints for a relaxed crowd. Others bring bold fatties rolled blink-and-you’ll-miss-it quick, sparking a moment at the party’s peak.

“Everyone has their own technique—personally, I roll left-to-right,” begins CGO, a pseudonym that stands for Connoisseur Grade Only. “It requires skills like hand-eye coordination and an ability to be exact with your pressure. Everyone wants to do it, but not everyone can.”

“Rolling is a meditation,” Leo the Trap Papi (@leothetrappapi) tells me. “You lock in and get into a ‘flow state’,” a phrase repeated by many other Rollers.

As cannabis culture grows more prominent in tandem with legalization, the demand for Rollers has skyrocketed. Whether it’s at an event, for a brand, or as a part of a private entourage, the profession has become essential to create a fully immersive experience at every level of commercialization.

Many, though, started out on the proverbial—and sometimes literal—streets: climbing the ladder from the friend group’s go-to roller to a lifestyle brand in their own right.

“I first started rolling joints in sixth grade,” Biggie tells me, a nickname that speaks not only to his stature, but the width of his smile. “My friend and I went to buy weed—a $5 handful of shake. We asked the guy who sold it to roll joints for us, and he ended up just teaching us because he was tired of us asking. From then on, I would roll every day after school until it became muscle memory. Eventually, all my friends started asking me to roll theirs too, and I became the dedicated Roller of the group. By seventeen, I started my own shop.”

Legalization has given rise to a new generation of cannabis professionals—ones who aren’t just fighting stigma, but actively shaping the culture. The shift is about more than weed: it’s a cultural evolution that blends entrepreneurship with artistry, breaking down old boundaries and creating new opportunities.

“We’re in a ‘roll rush,’ and everyone is trying to get in on the action. Some big names are even doing cameos now,” CGO says.

Perspectives are mixed on the influx of higher demand— and thus new faces. While some understandably lament the growing competition and, often, the need to drop their own rates, others have eyes on the horizon towards a rising tide to lift all ships.

“I’m still envisioning what [my dream career] looks like, but I’m big on communion, connection, and communication,” explains Doobie Diva, one of two female Rollers in the group. “Hopefully, I’ll make a living by bringing people together, or at least bringing peace—one joint at a time.”

The rise of cannabis culture and the emergence of Rollers as celebrated figures cannot be fully appreciated without understanding their historical context. For decades, Hispanic and Black communities bore the brunt of cannabis prohibition—targeted by aggressive policing, arrested at disproportionate rates, and often imprisoned for offenses that now, in many places, are no longer considered crimes. These communities were not only criminalized, but systematically excluded from the economic benefits of the very industry that has since exploded in profitability.

Many Rollers come from families that lived through this criminalization: families who grew cannabis or were involved in the underground market long before it was legalized. For these individuals, rolling is more than just a job; it’s a connection to a legacy of resilience, survival, and resistance. They carry forward the wisdom and practices passed down through generations, often blending their family history with the newfound opportunity that legalization provides.

My first hit was at the age of six,” Biggie starts, comparing the sampling to a son’s sip of his father’s beer or a child’s glug of communion wine. “As I got older, I started stealing my uncle’s weed—I guess he’ll find out reading this,” he laughs. “My grandma started using THC for her cancer treatment, and I saw how much it helped her—which opened my eyes to the power of the plant at a young age.”

“My grandpa is an old school Mexican, so he was against me being a Roller at first, as was my grandma because of how young I was. But I come from the gang-culture graffiti scene; now they’ve accepted that this is what I want to do and what I’m good at, so they’re happy I’m off the streets.”

For others, they’re paving a new path towards a legacy for future generations. In this space, they aren’t just employees—they’re innovators, creators, and leaders—helping to shape a future that is more inclusive and reflective of communities that have long been excluded from the legal scene.

“My husband started growing and cultivating, so I got into rolling just crafting joints for ourselves,” Princess tells me —a childhood nickname that stuck when she was born the first girl in a family of four brothers and five boy cousins.

“When we got picked up for a contract to roll pre-roll packs, we realized it made really good money—way more than my 9-5 that I went to school for. So, I dove in. I have my two little sisters working for our brand Strain Chasers now, and we’re building a foundation for future generations of our family—especially for the women. Rolling has put me in the position to be limitless; when you have a boss, you have a ceiling. I want to grow into a luxury brand—something bigger than the trap.”

For many Rollers, cannabis is not just about lighting up: it’s a tool for connection, relaxation, even spirituality.

When they talk about the plant, it’s often with a reverence that goes beyond the surface level of a good time. For them, weed represents a deeper, almost soulful experience: a way to slow down, center themselves, and connect with others on a more meaningful level.

“Flower hand-rolling is very communal, ceremonial, and ritual,” Leo the Trap Papi starts. “I prefer rolling up when I’m with people because I’m sharing something that I helped to craft.”

“Smoking allows me to be present in my real life instead of living in my head. When I’m high, I don’t overthink—I take action.”

“The culture here is to look out for each other and to put each other on to opportunities,” Kushman tells me.

This elite crew’s client list is filled with A-listers, some with names too exclusive to utter. Those they can share include the likes of Wiz Khalifa, Chief Keef, and Katt Williams. Whether they’re sharing a smoke or talking shop, they’re privy to networking opportunities from job offers to loving fans of their own. When working with top brands, Rollers often get access to the best strains, rare limited editions, or infused products, securing their reputation as bonafide cannabis sommeliers. A twenty-gram joint? No problem for a stoner of this caliber—well, for Kushman, at least. “Seventeen grams of flower, three grams of rosin,” he clarifies.

For many women Rollers, though, there’s a constant push to prove their credibility and break into the highly male-dominated space.

“Being a female, you’re limited because you don’t relate to men in the same way that they do to each other. It’s like any industry dominated by a certain kind of person: it’s harder to break into if that’s not who you are.”

But being a woman in this space also brings unique advantages, with Princess citing a unique feminine intuition and naturally higher attention to detail. Her passion for fashion —thanks, in part, to a past life in retail visual merchandising—speaks to a growing yet underserved market that emphasizes aesthetically appealing packaging and styling.

Doobie Diva shares that, to her, “cannabis doesn’t discriminate,” and is encouraged by “lots of girl Rollers and different faces [in the space].”

From providing a unique and elevated service to shaping the cultural landscape, Rollers are proving that they are more than a passing trend. They’re teachers, sales representatives, artists, and—yes—DJs. But how do they react to ever-changing regulations and shifting goalposts of legalization?

“What happens next is for God to decide. Now, I’m living my dream. Every day is a Friday, a vacation, my birthday. There will always be new challenges; just go with the flow,” Mars says.

“We’re going to have work no matter what happens,” Biggie explains. “It doesn’t even have to be centered on THC—we can roll CBD or even just herbs. When more markets are legalized, the demand will only grow. When it opens up and becomes legal in, let’s say, Nebraska, the market there will become insane, and we can capitalize on that if we’re smart.”

Watching someone roll you the perfect joint is one thing (and if you can afford the lifestyle, we fully support it). But for the rest of us self-employed Rollers, we were after that golden nugget—the tip that turns a decent roll into a perfect one. Sadly for the fumbling-fingered, there’s no shortcut—just patience, practice, and a little reverence for the ritual.

Kushman emphasizes optimism, telling newbies to “Be patient and keep trying—you’re not bad at it, it’s just the beginning.”

“Start rolling and don’t stop,” Leo advises. “Every time there’s an opportunity, be the one that rolls the joint.”

Doobie Diva’s advice echoes this, sharing that “Repetition is the only teacher you need!”

Biggie is big on community, sharing: “If there’s any time you doubt yourself, don’t hesitate to reach out to another Roller for tips or critiques.”

“My main motto is be true to yourself, don’t ever stop perfecting your technique,” Princess tells me. “You can never stop growing.”

As Rollers light up the scene, they’re more than just the life of the party: they’re the headliners.

Clare Sausen is a Los Angeles-based writer and publicist focused on cannabis culture. She’s the creator of High Design on Substack and has written for High Times, Byline, Cannabis Now, Broccoli magazine, Where’s Weed, and more. She works as a PR Specialist with Prismatics and an SEO copywriter for OCM Digital Marketing.