Jay-Z Partners with Caliva as Brand Strategist
Shawn “Jay-Z” Carter — billionaire rapper, producer and entreprenuer — is joining the cannabis industry as chief brand strategist for Caliva, a California-based company that grows, manufactures and sells a variety of branded products.
Formed in 2015, Caliva announced Jay-Z had entered a long-term partnership in which he will focus on outreach and the creative direction of the company.
The rapper will also take a role in increasing job training for former prisoners as well as fostering quality and fairness in the development of the legal marijuana industry, the company said in a statement.
“We want to create something amazing, have fun in the process, do good and bring people along the way,” Jay-Z said in a statement. “With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavor.”