From Cannabis YouTuber To Spotify Star: Dope As Yola Says ‘Word Of Mouth Beats Ads’
Editor’s note: This article was originally published on Forbes in September 2024. It has been updated in May 2025 to reflect new milestones, metrics and brand expansions.
“I never thought long-form content would be something I would fall in love with,” says Thomas Araujo, better known to millions as Dope as Yola. As he launches new business ventures and celebrates personal milestones, his journey from cannabis enthusiast to cultural icon offers a compelling narrative of passion, perseverance and authenticity.
Born and raised in a community where cannabis culture was both a refuge and a taboo, Thomas discovered his love for the plant at a young age. Despite societal stigma, he found in cannabis a friend, a constant in his life even as everything else changed. “My relationship with weed is a friend that never moved out,” he shares, reflecting on his early days of experimentation and exploration.
In 2012, at the age of 22, Thomas debuted as Dope as Yola, carving out a niche in the burgeoning world of cannabis content creation. His early videos featured product reviews and playful recreations of famous movie scenes with a cannabis twist. “I was showing my face with weed on Instagram before anybody else, so I got a huge following,” he recalls. These early efforts laid the groundwork for what would become a massive, dedicated fanbase.
Forget Adventure Time: It’s Story Time!
The breakthrough came with his “Story Time” segments, where he recounted personal anecdotes with humor and honesty. These stories resonated with viewers, many of whom saw themselves in his experiences. “When I look back, I realize the amount of stupid things I’ve done. And I think people can relate to it,” Thomas explains. The organic connection he fostered with his audience was key to his growth, creating a community that felt more like friends than followers.
Also read: They Turned Fruit Bouquets Into A $500 Million-A-Year Business—Now They’re Selling THC. Here’s Why
As his popularity soared, so did his ventures. Thomas co-founded The Dopest Shop, offering hemp-derived products that provide a federally legal alternative to THC. Partnering with John Castaldi and Claudio …