During the twelve days leading up to his annual 2-day festival in Detroit called "GRiZMAS", all proceeds generated from events are donated to a variety of charities, and fans are often rewarded for their participation. The GRiZFam started out as a way of fans of GRiZ to connect with each other through music, pictures, and other associated art. Liberators are the street team for GRiZ, and help raise awareness for shows, spread the music, as well as help with charitable organizations. The fans work by the mantra that GRiZ popularized: Show Love, Spread Love. In 2013, GRiZ made top reviews in publications such as Detroit Music Magazine, SPIN, and The Untz, who put GRiZ as the "#1 Breakout Artist of 2013." At the 2015 High Times Cannabis Cup in Denver, Colorado GRiZ won the People's Choice Flower category for the strain GRiZ Kush created in collaboration with Native Roots Apothecary. In December 2015, GRiZ, The Liberators and All Good Records were awarded the 'Spirit of Detroit' for the 12 Days of GRiZMAS campaign that raised over $30,000 for Little Kids Rock. The initiative found the Boulder-based artist leading a 12-day series of charitable activities in his hometown, from collecting coats for the homeless and bringing supplies to dog shelters to spreading Christmas cheer throughout the economically depressed city via free shows, industry panels and a "Night Before GRiZMAS" benefit warehouse concert.