, willie nelson. snoop dogg and whoopi goldberg are helping marijuana go mainstream. >> what we found is that the stores can basically charge an average 25% markup over the same type of product that doesn't have celeb rip tee name on it. so clearly consumers are willing to pay more and it's working. ♪ ♪ ♪ ♪ grammy winning artist, melissa ethridge is getting in on the act from the ground up. >> this is my dream. my building it and they will come. >> she calls the 47 acres in california's santa cruz mountains, etheridge farms. >> it is one thing to use this, one thing to be an advocate for it. why did you want to go into the business? >> i wanted to be in the front of this because i feel that, that there is not a representation for middle-aged women in the cannibas industry. >> this new business venture is personal. she says she discovered the healing power of marijuana during painful chemotherapy sessions after she was dieing anotioned with breast cancer in 2004. >> so they gave me like super duper chemowhich was really, really horrible. especially in your gastrointestinal system.