Continuing his seemingly lifelong love affair with marijuana, Snoop Dogg has actually now co-founded a weed-based company called Merry Jane.

As reported by The Guardian, and unveiled at TechCrunch Disrupt in San Francisco, the company is described as "premier media platform at the intersection of cannabis and pop culture," wherever that is. Being in the UK where it's totally illegal, I can't really imagine what that intersection looks like. Beautiful and confusing, probably.

"After watching where the cannabis industry is headed," says Snoop, "I wanted to create a platform that will take this movement further by creating a destination where people could find fresh content."

An example of this is the first in a new web series called Deflowered, in which two US Marines talk about using marijuana for treating or at least alleviating PTSD (post-traumatic stress disorder); you can watch that below.

The Merry Jane site itself is currently in beta and will be letting in a set amount of users every day for the purpose of testing. That set amount? 420, of course.

Remember when Snoop masqueraded as a rastafarian under the name Snoop Lion? Yeah, you almost forgot, didn't you?