Snoop Dogg and partner Ted Chung announced Merry Jane, a "premier media platform at the center of cannabis and pop culture," at this afternoon's TechCrunch Disrupt conference in San Francisco. It sounds like the site will combine a traditional editorial voice with consumer-oriented features like a dispensary mapping service and a buying guide for marijuana-related products. (Fingers crossed for a recurring This Is My Next-style review and recommendation column.)

The site doesn't officially open until October, but Snoop and Chung are giving 420 users per day — yes, really — access to its beta version until then. They've also shared an example of the kind of content they'll have on the site. Deflowered is a "groundbreaking interview series that will profile innovative people as they enjoy cannabis," and its first episode stars two former Marines talking about post-military life and alternative medicine. "After watching where the cannabis industry is headed, I wanted to create a platform that will take this movement further," said Snoop. "Merry Jane is a game-changing platform for pop culture." He hasn't landed a job as Twitter's top executive, but that obviously hasn't kept him from pursuing new projects.