critical conversations in psychedelics
illuminated through story and art
Folks kept saying what people really craved were community and belonging. What the market said was that they wanted psychedelics... In the beginning, Learie was sure that the real work began after the psychedelic treatment - Integration with a capital "I". But this was hard to facilitate. It was even harder to monetize. Gaia was still grappling with how to do it when they were overwhelmed with demand for the psychedelic treatment itself. That was straightforward. People genuinely seemed to be helped. The economics were incredible.

- We Will Call It Pala
critical conversations in psychedelics
illuminated through story and art
In the beginning, Learie was sure that the real work began after the psychedelic treatment - Integration with a capital "I". But this was hard to facilitate. It was even harder to monetize. Gaia was still grappling with how to do it when they were overwhelmed with demand for the psychedelic treatment itself. That was straightforward. People genuinely seemed to be helped. The economics were incredible.

- We Will Call It Pala
here and now is a storytelling studio exploring the evolution of psychedelics from a movement to an industry. in 2019, we published our first story with support from auryn project, a short work of graphic fiction titled we will call it pala depicting a commercialized psychedelic future gone awry. since that time the industry has exploded, with hundreds of millions invested and dozens of new companies formed.

there are two energies at play in psychedelics. one is the spirit of service, held by thousands of people working to bring this healing to the world in a way that is equitable, regenerative and just. the other is the spirit of extraction from some companies who mask profit-maximizing intentions with the language of building a better world. we believe the incentives of these companies are fundamentally misaligned with healing.

here and now tells stories that bring this tension between service and extraction to life, showing why a new direction for psychedelics is needed and illuminating what that path could be.

in solidarity and hope,
-dave mcgaughey, creative director
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