Rapper and mogul Jay-Z is joining the green movement. The 50-year old has recently announced that in a joint venture with California-based marijuana company Caliva, he is launching his first line of cannabis.
Jay-Z, whose real name is Shawn Carter, teamed up with Caliva in 2019 when he became the brand’s chief brand strategist. Since that time he has been working on developing his own line of marijuana, which is dubbed Monogram.
Caliva debuted its website and an Instagram account last Friday and showed fans a glimpse of the product. Accompanying the site was a playlist curated by Jay-Z on his streaming platform Tidal called “Monogram: Sounds from the grow room.” It featured different artists like Bob Marley and Amy Winehouse.
Monogram wants to “redefine what cannabis means to consumers today,” with “careful strain selection, meticulous cultivation practices and uncompromising quality” according to a press release.
The company’s website said experts grow the Monogram flower so that each plant receives “personalized attention.”
With his role with Caliva, Jay-Z plans to aid people who were incarcerated on marijuana-related charges.
“In this position, Mr. Carter will focus on and work to increase the economic participation of citizens returning from incarceration – many of whom are not seeing the monetary benefits of legalization – through advocacy, job training, and overall employee and workforce development,” the company has said.