Jay-Z has a lot of titles, and now he’s getting another one: chief brand strategist of a cannabis company.
California-based Caliva says the rapper will play a crucial role in driving creative direction, outreach efforts and strategy.
Jay-Z will also be involved in social justice issues surrounding the legalization of marijuana. Caliva says that will specifically involve working to increase the economic participation of people who were formerly behind bars through advocacy and job training.
“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.”
Caliva employs more than 600 people across the state of California and serves more than 750,000 customers. President and CEO Dennis O’Malley was thrilled to announce his company’s new partnership with one of the best-known brands in America.
“To find that we were in complete alignment around our values and ethos was just a home run,” he said. “We believe this partnership is unparalleled in this or any business and we could not be more pleased to be working with him and have him as our chief brand strategist.”
This seems to be more of a personal venture for Jay-Z than a profit-driven one. Still, the mogul is already said to be a billionaire with money coming in from real estate, art and champagne holdings, in addition to, of course, music.