Although the majority of U.S. states and territories have legalized medical and/or recreational cannabis, the drug remains illegal under federal law.

But one Colorado-based group is hoping that will change next year.

Cannabis consumers and industry workers want to increase their political power at the polls in 2020—thanks, in part, to the Cannabis Voter Project.

The project “informs, registers and turns out voters” who have an interest in cannabis and related policy, notes its website, and has the goal of getting “at least one million self-identified Cannabis Voters to the polls” in next year’s federal election.

“I think the marijuana industry is learning that they have political power. And when you have political power, you assert it by turning out your voters on particular issues,” RBI Strategies and Research partner Rick Ridder told CPR.

“You know, seven years ago, it was a single issue driver for many [cannabis users]. For many voters now that it’s legalized, you’re getting into nuances, and when you get into nuances, voters move on to other areas of concern, whether it be the economy, whether it becomes choice.”

Non-profit HeadCount, which describes itself as a “non-partisan organization that works with musicians to promote participation in democracy,” is at the helm of the project. The organization has ties to acts such as Jay-Z, Phish, Dave Matthews Band and Wilco, and has been registering concertgoers—over 600,000 to date—to vote.

However, HeadCount executive director Andy Bernstein says the group does not intend to pressure cannabis voters to cast their ballot one way or another. “We are neutral players, Bernstein said. “We are not Democrat or Republican or climate activists or gun activists,” he added.

“Before, when it was more underground and counter-culture, we didn’t have that voice,” said California-based CannaCraft co-founder Dennis Hunter. The company has donated US$100,000 to the project.

“What we’re really seeing now, and we’re employing tons of people, we’re getting their attention now and it’s just going to make a difference in the coming election that we stay engaged.”