Definition
Blaze it (or blaze up) is an internet slang phrase and cultural rallying cry associated with cannabis consumption, particularly in the context of the ‘420’ subculture. The phrase ‘blaze’ refers to lighting and smoking cannabis, while ‘blaze it’ functions as an imperative or celebratory exclamation — encouraging others to join in smoking, or marking the moment of consumption itself. The phrase is most commonly associated with the date April 20 (4/20), which has become an international counterculture holiday where cannabis enthusiasts gather to smoke at 4:20 PM. The phrase ‘blaze it’ also appears in memes, often with the number 420 inserted into unrelated contexts (e.g., a timestamp of 4:20, a score of 420, or a price of $4.20), accompanied by the phrase as a signal to fellow enthusiasts.
Why It Matters
‘Blaze it’ matters because it exemplifies how cannabis culture has migrated from underground criminal subculture to mainstream internet vernacular. For decades, cannabis use was forced into secrecy by prohibition, and its associated language developed as a code — a way for users to identify each other without attracting attention. ‘Blaze it’ is the contemporary descendant of this code: a phrase that signals membership in a community that has been historically persecuted but is now increasingly normalized. The phrase matters culturally because it represents the internet’s role in destigmatizing cannabis use. Where previous generations had to hide their consumption, modern cannabis culture operates openly on social media, with influencers, brands, and content creators building careers around what was once a criminal act. The phrase also matters because it has been appropriated by corporate marketing: cannabis brands, dispensaries, and lifestyle companies use ‘blaze it’ as a slogan, transforming counterculture language into commercial messaging.
Example
The most iconic ‘blaze it’ moment occurs on April 20 at 4:20 PM, when cannabis enthusiasts around the world pause to light up simultaneously. The timing creates a sense of global community — millions of people, often strangers, connected by the shared act of breaking a prohibition that many consider unjust. In the internet era, this moment is documented on Instagram, TikTok, and Twitter with the hashtag #420 or #BlazeIt, creating a temporary, visible community that exists only for the duration of the high. The phrase also appears in gaming culture, where ‘blaze it’ is sometimes used ironically when a player achieves a score of 420 in any game — a moment of manufactured coincidence that gamers celebrate as if it were significant. In 2020, Elon Musk tweeted ‘420’ on April 20, followed by a flame emoji, a gesture that was simultaneously a nod to cannabis culture and a reference to his controversial 2018 tweet about taking Tesla private at $420 per share, which resulted in SEC charges and a $20 million fine.
Internet Angle
On the internet, ‘blaze it’ operates as a versatile meme and cultural signal. Reddit’s r/trees (the largest cannabis subreddit, with over 2 million members) and r/weed regularly feature ‘blaze it’ in posts celebrating 4/20, showing off new glass pieces, or sharing stories of getting high in inappropriate situations. On TikTok, the phrase appears in cannabis-themed content that dances on the platform’s edge of acceptable content — creators use euphemisms (‘blazing,’ ‘smoking,’ ‘toking’) to avoid algorithmic suppression while clearly communicating their subject matter. The phrase ‘blaze it’ has also been memed in ‘absurdist’ contexts, where it appears in discussions completely unrelated to cannabis: a comment thread about math homework, a technical discussion about engineering, a cooking video about lasagna — the phrase inserted as a non-sequitur that signals ironic detachment from the serious conversation. In Twitch chat, ‘blaze it’ is spammed when a streamer’s clock shows 4:20, regardless of time zone or context, creating a momentary collective ritual. The internet’s treatment of ‘blaze it’ reflects the broader normalization of cannabis: what was once a secret code is now a mainstream meme, a marketing slogan, and a corporate hashtag. The phrase has lost its transgressive edge but gained something else — ubiquity, visibility, and the power to create instant community across platforms.
Related Terms
- 420: The numerical code for cannabis culture, derived from a California high school group’s meeting time
- Cannabis: The psychoactive plant commonly known as marijuana or weed
- Stoner Culture: The subculture surrounding recreational cannabis use
- Weed: Slang for cannabis, derived from the plant’s growth characteristics
- High: The altered state of consciousness produced by cannabis consumption