Matthew Geddes

Matthew Geddes, professionally known as Holly NuRock, is a creative entrepreneur, music producer, and business visionary with over 25 years of experience building brands, communities, and experiences at the intersection of entertainment, cannabis, culture, and emerging industries. Having been involved in the cannabis industry since 1999, Matthew has spent decades immersed in the evolution of the plant, from legacy culture to modern legal markets. He previously served as Co-Founder and CEO of Ohana Chem Co., a national company focused on hemp processing solutions, and is currently the CEO and Co-Founder of the Urth Smoke Experience, a first of its kind cannabis, music, arts, and culture festival designed to reconnect people with the roots of cannabis through immersive experiences, education, community, and entertainment. As the founder of NuRock Entertainment, Matthew oversees music production, artist development, creative education, and brand strategy. A second generation music industry professional with more than 25 years of production and songwriting experience, he is passionate about helping artists and entrepreneurs turn ideas into impactful brands, businesses, and movements. Known for blending creativity with entrepreneurship, Matthew's work centers on building authentic experiences that bring people together, challenge convention, and create lasting cultural impact.