John Legend pro-pot concert at O2 tonight

When he bounds onto stage tonight at London’s O2 Arena, John Legend will be pushing more than his music.

The 10 times Grammy award winner has a new line of CBD to promote as well.

According to Billboard, John Legend has partnered with PLUS Products to introduce a CBD line of edibles.

“I have been a believer in the benefits of CBD for some time,” Legend said. Legend’s role is to help promote the company’s new 100% hemp CBD product offering, according to Billboard. The new CBD line will consist of three products: BALANCE in blueberry flavor, UPLIFT in grapefruit flavor, and SLEEP in blackberry tea flavor. All three products are available for purchase through the company’s website, Plus Products.

He told the Sun newspaper he favours legalisation of recreational and deregulation of medicinal cannabis. He explained: “I just believe that the government should allow companies to do this research unfettered and allow everyone to explore whatever benefits CBD might have medically. And also we should stop arresting people for using it recreationally.

“We had prohibition for too long and I think it hasn’t been successful. We need to have full legalisation.”

Plus is a San Mateo, Calif.-based edibles company focused on using nature to bring balance to consumers’ lives. The company has 80 employees. “I was drawn to the Plus team because they’re an innovative, family-run company, and they use science to deliver a consistent, high-quality product,” said Legend. “I appreciate that they’re committed to setting a high standard within an industry that has to date been fairly unregulated.”

“We established our reputation in edibles by offering customers a consistent and precisely-dosed gummy using high-quality extracts,” said Jake Heimark, CEO and co-founder of PLUS. “Our CBD line will build off that expertise, and the earned trust we’ve established, while offering a new experience for consumers designed to help them find their just right.”

“Giving the world a simple way to achieve balance has always been our mission, and the PLUS CBD line allows us to expand from California to nearly all 50 states overnight,” he added. “We are thrilled that John Legend and Casper have partnered with our team to support this exciting new initiative.”

PLUS is also partnering with global sleep company Casper Sleep Inc. (“Casper”) to introduce its melatonin- and CBD-infused SLEEP product. Neil Parikh, co-founder and chief strategy officer at Casper said the company is “always exploring new ways to improve sleep across the entire sleep arc—from sunset to sunrise.” He noted that “CBD sleep gummies brings a new way to relax and rest to those who need it.”

But he won’t be bringing any over to the UK when he headlines BluesFest at London’s O2 Arena on October 25, with tickets on sale now through Live Nation’s website.