From 'The Chronic' to the Turntable: Zig-Zag Spins Into Vinyl Culture

Photo Courtesy Zig-Zag

For more than a century, Zig-Zag rolling papers have been a staple in hip-hop culture, immortalized in lyrics, album covers, and the hands of artists from coast to coast. Now, in a move no one saw coming, the brand best known for its rolling papers has dropped a limited-edition suitcase-style record player — a release as unexpected as it is undeniably on-brand.

Retailing for $99, the Zig-Zag Record Player is a three-speed belt-driven turntable housed in an orange suitcase-style casing with built-in stereo speakers, RCA and headphone outputs, Bluetooth streaming, and a USB port for digital playback. Designed for both home listening and portable use, it’s the latest entry into the world of branded nostalgia marketing, following in the footsteps of collaborations like Supreme’s boom boxes or the Wu-Tang Clan’s limited-edition Crosley turntable.

A Smokin’ Tribute to Vinyl and Hip-Hop

While it may seem like an odd move for a rolling paper company to dip into the turntable business, Zig-Zag has deeper ties to hip-hop and vinyl culture than some might realize. The brand's iconic orange logo was prominently referenced in Dr. Dre’s "The Chronic" album art in 1992, cementing its place in hip-hop's golden era. Over the decades, Zig-Zag has been name-dropped in countless rap songs, from Notorious B.I.G. to Juicy J, often as shorthand for laid-back, weed-fueled creativity.

But it’s not just the rap world that has embraced the Zig-Zag aesthetic. The brand has built a multi-
generational presence in music culture, appearing in classic rock, reggae, and even jazz circles — anywhere vinyl, counterculture and smoke-filled rooms have intersected.

The turntable’s release coincides with the launch of Zig-Zag’s Limited Edition Vintage Collection, which includes retro-styled rolling papers and apparel. The campaign, featuring musicians Rohan Marley and YG Marley, leans into multi-generational nostalgia, much like vinyl’s resurgence.

Vinyl’s Resurgence Meets Brand Marketing

The record player’s release comes amid a massive vinyl renaissance, with LP sales surpassing CDs for the first time since 1987. While collectors and audiophiles might turn their noses up at mass-market suitcase turntables, they remain wildly popular with younger audiences and casual listeners who want a stylish, entry-level way to spin records.

However, Zig-Zag’s foray into turntables raises some interesting questions about brand identity and nostalgia-driven marketing. Is this a genuine celebration of music culture, or simply another example of a company leveraging its street credibility to sell a lifestyle product?

Whatever the answer, Zig-Zag has successfully sparked curiosity and conversation, which in today’s marketing world, is just as valuable as selling out a product line.

Where to Find It

The Zig-Zag Record Player is available now for $99 on Zig-Zag’s official website, but with limited quantities, it may not be around for long. Whether it becomes a sought-after collector’s item or just another gimmicky product drop, one thing’s for sure—it’s already a talking point in hip-hop and vinyl circles alike.