Rap superstar Jay-Z has announced his partnership with California-based cannabis company Caliva, serving as their Chief Brand Strategist on a multi-year deal.
Per a statement released to detail the partnership, Jay-Z’s duties on the job will include outreach efforts, brand strategy and creative decisions, giving him a further outlet to focus his efforts in “advocacy, job training and overall employee and workforce development.”
In his new role, Jay-Z plans to shine a spotlight on social injustices when it comes to cannabis, particularly in the realm of criminal justice, cannabis use and legalization.
“Anything I do, I want to do correctly and at the highest level,” said Jay-Z in the 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.”
Jay-Z’s Push for Justice
While it’s clear that the billionaire musician has always been about good business and making money, this is more than just a financial choice for Jay-Z.
Having long been dedicated to social justice initiatives before entering the cannabis business, this is another outlet for him to advocate for and boost the black community in an area they’ve suffered disproportionately, the criminal justice system.
This isn’t his first foray into addressing such issues either.
Jay-Z was named as an executive producer on a series about Kalief Browder, a young black man from the Bronx who died via suicide after three years of imprisonment without a trial, has been outspoken in his support for fellow rapper Meek Mill during his legal troubles and partnered will Meek Mill to launch the Reform Alliance, a group dedicated to criminal justice reform.
When it comes to social justice, this isn’t the rapper’s first rodeo.
A Closer Look at Caliva
Already big fish in the ever-growing legal cannabis pond, the San Jose-based company has a tight grip on the Bay Area’s legal cannabis industry. Carried in over 250 retailers in California and in charge of about 150,000 square feet of space between their cultivation, manufacturing and retail facilities, it’s no wonder the company is Jay-Z’s pick when it came time to ink a deal.
Caliva was all for the opportunity to bring the rap mogul onboard, with CEO Dennis O’Malley heaping praise on the rap superstar in a statement.
“For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis,” said O’Malley. “To find that we were in complete alignment around our values and ethos was just a home run. 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.”
Celebrities and Cannabis: A Likely Match
While this deal is huge for Caliva, Jay-Z isn’t the only high-profile celebrity to play ball with them. Earlier this year, Hall of Fame NFL quarterback Joe Montana was among a group of investors who locked in an impressive $75 million in fundraising for Caliva.
Montana said at the time that he hoped “Caliva’s strong management team will successfully develop and bring to market quality products that can provide relief to many people and make a serious impact on opioid use and addiction.”
Jay-Z is also one of the many rappers that have jumped on board the legal cannabis money train, joining the likes of Snoop Dogg, Wiz Khalifa, Juicy J and Cypress Hill. Smart investors all have their money in the legal cannabis market, and Hov seems to be no exception.
After all, the guy who rapped “I’m not a businessman, I’m a business, man,” seems like the type of guy who knows a good deal when he sees one.