The music mogul and business man has added a new venture to his empire. On Friday, JAY Z announce that he is partnering up with Caliva, a California based weed company for joint venture cannabis line named Monogram. The company created social media pages that same day and gave fans a first look at the products. The rapper also debuted a marketing tactic on his streaming platform Tidal called “Monogram: Sounds from the grow room,” that featured songs from artist such as Rihanna, OutKast, The Beatles and Bob Marley.
The company’s goal according to its press release is to “redefine what cannabis means to consumers today”, and the website emphasizes this message by listing the steps of production to ensure a superior smoke.
Monogram will have a location to grow the plant by experts who according to the website will “ensure our flower is treated with respect it deserves through every stage of the grow process.” The post harvest care guarantees the product will be the best because cannibis experts will grade and select each flower by hand to be rolled into the finished product.
JAY Z, also know as Shawn Carter, worked with Caliva as the companies Chief Brand Strategist, and has since been working on his own brand.
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 said, reported CBS News.