One cannabis box, two weekends of celebrity placement and a Halloween party that ended with police lights. Los Angeles cannabis culture brand B-Eazy and New York's Mullah x Co turned their upcoming Panda Miel Pop Loops collaboration into a social-media campaign featuring rap personalities, viral promotional content and a heavily photographed product box. The brand celebrated its first weekend's exposure as a major marketing win. The following weekend, however, the box appeared in another NYC nightlife campaign, this time alongside a party that would be shut down by the NYPD.
B-Eazy Meets Mullah x Co: Building the Collaboration
B-Eazy is a Los Angeles cannabis culture brand founded by Bobby Ryan, known as Bobby B-Eazy. The brand operates through its social accounts and website, B-Eazy.com.
nuggnotes has previously covered Bobby's work through the GUZ strain story and the October 25, 2026 article, B-Eazy vs. Bdot the Budman.
For this campaign, B-Eazy partnered with Mullah (@mullahxco), who runs the New York brand Mullah x Co.
Their collaboration, branded Mullah x B-Eazy, began teasing a product called Panda Miel Pop Loops.
And the run itself was Mullah's setup. The campaign played out on his accounts — the Panda Miel Pop Loops reel, the six-photo carousel — with Mullah putting the box in the rooms and in front of the cameras all weekend. B-Eazy himself says a lot of it happened because of Mullah — he set the run up.
The promotional identity centers on a panda mascot and cereal-inspired packaging. A jar shown in the campaign's promotional video carries the label "ROSIN EVERY KD," identifying it as a cannabis product rather than ordinary cereal.
The partnership connected an LA cannabis culture brand with a New York operation, using recognizable personalities, visual marketing and nightlife exposure to introduce the collaboration.
October 25: B-Eazy Lands a Major Celebrity Placement Run
On October 25, 2026, B-Eazy's official X account posted a celebration of what it described as an unusually successful product-placement weekend.
The post stated:
"Name a better product placement that's happened in this industry than what we just pulled of this weekend. The box got millions of views. Pics with Drake, Loe Shimmy, Travis Scott and Future. More to come."
Published at approximately 9:30 PM, the post had around 8,800 views.
B-Eazy specifically claimed that its product box had been photographed with:
- Drake.
- Loe Shimmy.
- Travis Scott.
- Future.
The post referred to the weekend surrounding Drake's 40th birthday celebrations in New York City, which took place October 23–24.
It was the kind of placement cannabis brands chase for years: the box, in the rooms, in the photographs, on the biggest weekend of the fall.
The whole city was moving that weekend. Alongside Drake's birthday celebrations, AceShowbiz — summarizing DJ Akademiks — reported Future and Travis Scott at a separate New York City party that weekend alongside Loe Shimmy: the same nightlife circuit the box was circulating through all weekend.
B-Eazy has never been short on doubters in his replies, and this post drew its share — but the run spoke for itself.
For B-Eazy, the point was the reach: the box and the photographs circulating around New York's celebrity nightlife did numbers most cannabis brands never touch.
October 26: Bobby Shmurda Stars in the Panda Miel Pop Loops Campaign
The next day, October 26, 2026, Mullah published the collaboration's promotional reel.
The video took the form of a parody cereal commercial for Panda Miel Pop Loops.
Its central personality was Bobby Shmurda, shown seated beside a swimming pool filled with cereal loops. The unusual setup gave the campaign a recognizable visual hook, turning a cannabis product promotion into something resembling an exaggerated cereal advertisement.
Jenn Carter also appeared on camera.
The reel attracted approximately:
- 32,000 likes.
- 467 comments.
- 1,760 reposts.
- 2,911 shares.
Commenters repeatedly tagged Bobby Shmurda, reinforcing his role in the promotional campaign.
The reel became the collaboration's viral promotional piece, connecting the product's panda-and-cereal identity with recognizable New York rap personalities.
It was a different kind of product placement from the celebrity photographs B-Eazy had celebrated the previous night. Instead of simply putting a box into a photograph, the campaign built an entire piece of entertainment around the product.
October 31: Scary Hours Brings the Campaign Into NYC Halloween Nightlife
The following weekend brought the collaboration into another major New York event.
Scary Hours (Nightmare Fest) was advertised as New York City's number-one 18+ Halloween concert and party.
The event was scheduled for Saturday, October 31, 2026, running from 9 PM until 4 AM.
The advertised location was:
Secret Concert Club
15-41 Covert Street
Ridgewood, Queens
The promotional poster billed the event as taking place in Brooklyn, New York, although Ridgewood sits along the Brooklyn–Queens border.
The Lineup: 41 Headlines the Night
The advertised headliners were:
- Jenn Carter
- Kyle Richh
- TaTa
Together, the three were promoted as the rap group 41.
The event advertisement also promised celebrity guest performances and additional special guests.
The distinction is important: the advertised lineup named 41 and unnamed special guests. Bobby Shmurda's appearance in the separate Panda Miel Pop Loops promotional campaign and his tags in the later carousel do not establish that he performed at Scary Hours.
Organizers, Partners and Ticket Prices
Scary Hours was organized by:
- XYZ PARTYS
- Titans Temple NYC
Island Nightz was among the event's poster partners.
Tickets were advertised at approximately $30, with VIP options reaching approximately $237.
Comments from fans referenced ticket purchases at $60 and $90.
The event was marketed as a major Halloween nightlife gathering, bringing together 41, celebrity guest appearances and a late-night concert-party format.
November 2: Mullah's Six-Photo Carousel Shows the Box Again
On November 2, 2026, Mullah published another major piece of campaign content.
The six-photo Instagram carousel was a collaboration post with B-Eazy Global and carried the caption:
"THE BIGGEST"
Its soundtrack was Future's:
"Life Is Good."
The photographs showed the white Mullah x B-Eazy box in several settings, including being held at a nighttime gathering and appearing inside a luxury car shop.
The final image placed the box beside a red sports car, with police lights visible behind it.
The post's presentation made the box the central visual thread connecting the photographs.
Who Appears in the Carousel?
Instagram's own summary of the post identifies:
- Drake, wearing a sparkly black tuxedo jacket.
- Future, wearing a white hooded balaclava.
The post also tagged members of the New York rap scene:
- Kyle Richh
- Jenn Carter
- Bobby Shmurda
All three were tagged on the post — they are the NYC crew the tags name.
One identification worth setting straight: B-Eazy confirms the man with the box next to Drake in the lead photo is Loe Shimmy.
Stack it up and the run is remarkable: the brand's own placement celebration, Instagram's summary identifying Drake and Future in the photo set, and tags tying in Kyle Richh, Jenn Carter and Bobby Shmurda — one box, everywhere that mattered that weekend.
The carousel extended the collaboration's visibility beyond its original promotional reel, placing the same white product box into another set of recognizable nightlife and luxury settings.
The Party Ends: NYPD Orders Scary Hours Shut Down
The Halloween campaign took a different turn after Scary Hours was shut down.
On November 1, 2026, Kyle Richh posted the event's promotional poster stamped:
CANCELLED
Attached to the poster was a statement from the Scary Hours Event Management Team.
The letter said the event had been ordered shut down by the New York Police Department.
Organizers stated that the decision was outside their control and promised that all refunds would be processed.
Kyle Richh added his own caption:
"they don't want me to win"
His post received approximately:
- 4,748 likes.
- 65 comments.
The cancellation turned what had been promoted as a major Halloween concert into a public dispute involving event organizers, ticket holders and the police department.
The available statement establishes that the event was ordered shut down by the NYPD. It does not provide further details explaining the specific grounds for the shutdown.
Refund Demands and Fan Fallout
The cancellation immediately generated frustration among people who had purchased tickets.
Comments under Kyle Richh's post and the Mullah promotional reel included demands for refunds.
Some attendees threatened legal action, mentioning lawyers and court proceedings if their money was not returned.
Other comments framed the shutdown through broader criticism of law enforcement, using phrases such as:
- "hip hop police"
- "rap police"
One commenter also claimed this was the second consecutive year of money trouble surrounding the event. That remains an unverified attendee claim and should not be treated as an established history of Scary Hours.
The event's lineup also generated questions.
Although TaTa had been advertised alongside Jenn Carter and Kyle Richh as part of 41, TaTa did not appear among the carousel tags. Commenters on the promotional reel asked:
"where tata."
The contrast between the promotional campaign and the cancellation became part of the conversation surrounding the event.
Two Weekends, Two Different Outcomes
The B-Eazy and Mullah x Co collaboration built its Halloween-season visibility through a combination of celebrity placement, recognizable rap personalities and a distinctive product package.
The October 25 B-Eazy post celebrated photographs with Drake, Loe Shimmy, Travis Scott and Future. The October 26 Panda Miel Pop Loops parody reel then brought Bobby Shmurda and Jenn Carter into the promotional campaign.
By November 2, the white collaboration box had appeared in a six-photo carousel identifying Drake and Future through Instagram's post summary and tagging members of 41 and Bobby Shmurda.
But the second weekend also became associated with a different headline.
Scary Hours, advertised as a major Halloween concert featuring Jenn Carter, Kyle Richh and TaTa, was ordered shut down by the NYPD. The event management team promised refunds, while attendees took to social media demanding their money back.
For B-Eazy, the product-placement campaign generated the visibility it was seeking. For the Scary Hours organizers and ticket holders, the weekend ended with a cancelled event and unanswered questions about the circumstances surrounding the shutdown.
The box became a recurring image across two weekends of New York nightlife. The party it appeared alongside became a different kind of story.
YouTube Video
Sources
1. B-Eazy. "Name a better product placement that's happened in this industry than what we just pulled of this weekend." X, October 25, 2026. Primary source for B-Eazy's celebrity-placement celebration, the named artists, the millions-of-views statement and the brand's reaction to the campaign.
2. Mullah x Co and B-Eazy Global. "THE BIGGEST." Instagram carousel, November 2, 2026. Primary source for the six-photo product-placement campaign, the white Mullah x B-Eazy box, the accompanying soundtrack, Instagram's identification of Drake and Future, and the tagged members of 41 and Bobby Shmurda.
3. Mullah x Co. "Panda Miel Pop Loops." Instagram promotional reel, October 26, 2026. Primary source for the parody cereal commercial, Bobby Shmurda's appearance, Jenn Carter's appearance and the campaign's engagement figures.
4. Kyle Richh. Scary Hours cancellation announcement, Instagram, November 1, 2026. Primary source for the cancelled event poster, the Scary Hours Event Management Team's statement about the NYPD shutdown, the refund promise and Kyle Richh's accompanying caption.
5. XYZ PARTYS and Titans Temple NYC. "Scary Hours (Nightmare Fest)." Eventbrite official event listing. Primary source for the advertised event date, hours, venue, address, age restriction, billed lineup, organizers and ticket information.
6. AceShowbiz. Report on DJ Akademiks' clarification concerning Drake's 40th birthday weekend, October 28, 2026. Supporting source for the distinction between Drake's birthday party and the separate New York City gathering involving Future, Travis Scott and Loe Shimmy.
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