Getty Images / Shareif Ziyadat

Rap billionaire JAY-Z is about to expand his fortune even further with his new role as the Chief Brand Strategist of Caliva. The California-based cannabis consumer product company’s mission is “motivating the mind, steadying the body, and inspiring creativity.”

According to a press release, Jay-Z will work with the brand on fighting social justice issues related to weed legalization and “increase the economic participation of citizens returning from incarceration” through “advocacy, job training and overall employee and workforce development.”

“Anything I do, I want to do correctly and at the highest level,” JAY-Z said in a statement. “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.”

Dennis O’Malley, CEO of Caliva, further expressed the brand’s excitement to be collaborating with Jay-Z and claimed that they are “in complete alignment around our values and ethos was just a home run.” The multi-year partnership also involves his input on creative strategy and outreach. As of right now, Caliva only delivers product to customers in the state of California.

View the full announcement on Caliva’s website.

For more about cannabis, check the video below.

Words by Sydney Gore
Associate Music Editor

Softcore tastemaker at your service.

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