Jay-Z Joins California Marijuana Company As Chief Brand Strategist

Jay-Z is joining the cannabis industry.

Shawn Corey Carter, the cultural icon that’s dominated rap for two decades, is considered one of the best rappers ever. He’s sold over 100 million records for one thing. Beyonce's husband has also been ranked by Billboard and Rolling Stone as one of the 100 greatest artists of all time. In 2017, he became the first rapper to be installed into the Songwriters Hall of Fame.

And now, Jay-Z wants to help people released from prison through job training and workforce development. As part of that commitment, Jay-Z on Tuesday took on the role of Chief Brand Strategist for Caliva, a cannabis consumer products company focused on the direct to consumer market within California.

The company claims its brands (Caliva, Fun Uncle, Bad Apple, Deli) are the top selling indoor flower brands in the state.

Caliva said Jay-Z will play a crucial role driving creative direction, outreach efforts and strategy for the brand. It said the rapper/songwriter “will focus on and work to increase the economic participation of citizens returning from incarceration.”

Caliva said its deal with Jay-Z will allow it “to shape the conversation surrounding cannabis, foster equality and fairness in the development of the industry, promote awareness for the many uses and benefits of cannabis and empower consumers to feel free to use cannabis how, when, and where they want.”

Jay-Z, who entered a multiyear deal with Caliva, called the company "the best partners for this endeavor."

“Anything I do, I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavor,” he said.

“We want to create something amazing, have fun in the process, do good and bring people along the way.”

Caliva operates a farm and two stores in Northern California. It deploys 250 cannabis retailers and has served 750,000 customers.

Caliva claims to produce top-selling and award-winning cannabis products in the Happiness, Health, and Healing Categories. Its products are available exclusively in California in hundreds of legal dispensaries.