Rap mogul Jay-Z is going into the dagga business.
The billionaire rapper, who is married to R&B artist Beyoncé, is entering the fast-growing cannabis industry by taking a role as a strategist with Caliva, a California company.
Caliva reportedly said Jay-Z, 49, signed a long-term partnership to focus on outreach and creative direction for the firm.
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#JAYZ has entered a multiyear deal where his role will consist of driving creative direction, outreach efforts and strategy for the brand @gocaliva. HOV will also work on social issues through the partnership and push economic participation of people returning from incarceration through job training. ➖ Hov called the company “the best partners for this endeavor.” He continued: “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 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.”
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As chief brand strategist, the rapper will also further his social justice efforts by increasing job training for ex-cons, and foster quality and fairness in the development of the legal marijuana industry, Caliva said in a statement.
Jay explains: “We want to create something amazing, have fun in the process, do good.”
Earlier in the year, he helped launch criminal justice group Reform Alliance to help get a million Americans out of jail and on probation or parole in the next five years.
He’s not the first celeb to get involved with the dope business. It is legal for recreational use in 11 US states.
Rapper Snoop Dogg has his own brand, Leafs by Snoop, and in 2016 actress Whoopi Goldberg launched a line of medical dagga products for relief from menstrual cramps.