Jay-Z officially entered the marijuana market with his new brand MONOGRAM.
The rapper was appointed as the Chief Brand Strategist of the California-based cannabis company Caliva last year. Today, he has made the announcement for Monogram and unveiled some details around the company. The company seeks to “redefine what cannabis means to consumers today” through “careful strain selection, meticulous cultivation practices and uncompromising quality,” according to a press release issued on Friday. You can check out Monogram’s official website here.
The press release doesn’t mention if their products will be available for purchase in dispensaries, and which all locations outside California will carry them. “Anything I do, I want to do correctly and at the highest level,” Jay said in a statement in July last year when he joined Caliva as Chief Brand Strategist. “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.”
To help promote MONOGRAM, Jay-Z has also debuted a new Tidal playlist titled, “Monogram: Sounds From The Grow Room” which you can stream below.
Jay-Z’s role at the San Jose-based Caliva involves advising the company on creative decisions, outreach efforts and strategy as well as advocating for the social justice issues related to weed legalization.
Hov is the latest rapper to enter the industry following artists like Snoop Dogg, 2 Chainz, Freddie Gibbs, Juicy J and Wiz Khalifa.