- Jay-Z has joined a California-based weed company, Caliva, as the Chief Brand Strategist in a new multi-year business partnership.
American rapper Jay-Z has become the latest celebrity to enter the legal weed business, signing on to be the chief brand strategist for a California-based cannabis company. The rapper said he reached out to the company Caliva after a wide search for a suitable partner in the booming industry.
“Anything I do, I want to do correctly and at the highest level,” Jay-Z said in a statement posted on Caliva’s website. “With all the potential in the cannabis industry, Caliva’s expertise and ethos make them the best partners for this endeavor.
“We want to create something amazing, have fun in the process, do good and bring people along the way.”
As the Chief Brand Strategist, the rapper will help the company with creative decisions, outreach efforts, and strategy, though a big component of his role will focus on the social justice issues surrounding legalization. Specifically, Jay will work to improve the representation and participation of previously incarcerated people who are still being kept out of the legal weed business in large numbers. Per a statement, Jay-Z’s efforts in this realm will include “advocacy, job training, and overall employee and workforce development.”
“Together, we hope to shape the conversation surrounding cannabis, foster equality, and fairness in the development of the industry, promote awareness for the many uses and benefits of cannabis and empower consumers to feel free to use cannabis how, when, and where they want,” Caliva said in a statement.
The 49-year-old rapper, born Shawn Carter and married to pop star Beyoncé, is the latest celebrity to get into the cannabis business which is spreading fast in the United States as more and more states legalise it for recreational purposes.
Rapper Snoop Dogg has established his own brand of marijuana and actress Whoopi Goldberg launched a line of medical marijuana products for women in 2016.
Jay-Z, who grew up in one of Brooklyn’s most notorious housing projects, was recently named by Forbes magazine as hip hop’s first billionaire thanks to investments in champagne, cognac, the ride-sharing service Uber and his Roc Nation entertainment company.
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