Tuesday July 9, 2019 it was announced that Jay-Z has teamed up with the California weed company as Chief Brand Strategist with hopes to focus on the social injustice surrounding legal weed. The rapper will help the company with outreach efforts and creative decisions. Specifically, he will be working to improve the negative representation and participation of those who were previously incarcerated. His efforts for improvement include advocacy, job training, and overall employee and workforce development.
He stated, “Anything I do, I want to do correctly and at the highest level.” Jay-Z went on a very extensive search to find a suitable partner in the cannabis industry. In another statement, he mentioned Caliva’s expertise and how they would make the best partners for his future endeavors. Jay-Z’s decision to focus on the social justice of legal weed comes from the work he has already done in criminal justice reform. From his role as the executive producer for a docuseries about teenager Kalief Browder, who committed suicide after serving three years on Rikers Island awaiting trial or his advocacy for rapper Meek Mill.
Although, Jay-Z is the latest rapper to enter the legal side of the cannabis business other rappers such as Snoop Dogg, 2 Chainz, and Wiz Khalifa have dabbled into creating their own weed brands or strains.