According to a story originally on GreenState and first reported by High Times, Jay-Z has partnered up with a Bay area marijuana company.

The 49-year old entrepreneur and rapper announced he would enter a multi-year partnership with San Jose-based Caliva.

“Anything I do, I want to do correctly and at the highest level,” Jay-Z stated. He added, “With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.”

Jay-Z will serve as the brand’s “chief brand strategist” and he will “play a crucial role driving creative direction, outreach efforts and strategy for the brand.” His work will also prioritize increasing the economic participation of individuals post-incarceration, “through advocacy, as job training and overall workforce development.”

“For Jay-Z to seek out Caliva as a partner is humbling,” president and CEO Dennis O’Malley said. “To find that we were in complete alignment around our values and ethos was just a home run.”

“Jay’s focus on developing opportunities for those hurt by the prohibition of cannabis is not only smart for the business bottom line, but crucial to dismantling the decades of consequence bestowed on the segments of the population who were disproportionately impacted by the War on Drugs,” CEO Kraig Fox said.

Caliva currently employs over 600 workers.

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