Published Jul 09, 2019JAY-Z is officially getting into the legal weed game. Today, it was announced the rap mogul will join forces with California-based cannabis company Caliva as its chief brand strategist.
The partnership is part of a new multi-year deal, Rolling Stone reports. JAY-Z will apparently help Caliva with an array of tasks, including creative decisions, outreach efforts and strategy, in addition to having a focus on the social justice issues surrounding marijuana legalization. Specifically, this involves helping previously incarcerated people now locked out of the legal weed game get back in.
In this capacity, JAY-Z's efforts will include "advocacy, job training and overall employee and workforce development," according to a press release.
"Anything I do, I want to do correctly and at the highest level," JAY-Z said in a statement. "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."
Caliva CEO Dennis O'Malley added the following: "For JAY-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis. To find that we were in complete alignment around our values and ethos was just a home run. We believe this partnership is unparalleled in this or any business and we could not be more pleased to be working with him and have him as our Chief Brand Strategist."