Shawn ‘Jay-Z’ Carter is in the cannabis business.
The entertainer and business mogul has entered into a multi-year partnership with Caliva as Chief Brand Strategist.
Caliva said that “he will play a crucial role driving creative direction, outreach efforts and strategy for the brand”.
The company added that “Mr. Carter will focus on and work to increase the economic participation of citizens returning from incarceration – many of who are not seeing the monetary benefits of legalization – through advocacy, job training, and overall employee and workforce development”.
“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 makes them the best partner for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way,” said Carter.
Founded in 2015, Caliva is a cannabis consumer products company focused on the direct to consumer market within California.
Its main facility is in San Jose, CA with more retail locations opening soon.
The firm has been recognized as having the top-selling strain in CA (Alien OG – Headset), and placed first in the 2019 High Times Cannabis Cup (Z-Cube – Best Hybrid).
It also owns the top selling indoor flower brands in CA (BDS). Other Caliva products include, vape pens, pre-rolls, lotions, tinctures and beverages.
Of the Jay-Z partnership, the company added: “Together, we hope to shape the conversation surrounding cannabis, foster equality and fairness in the development of the industry, promote awareness for the many uses and benefits of cannabis and empower consumers to feel free to use cannabis how, when, and where they want.”Cannabis Business Worldwide