Jay-Z joins Cannabis Company Caliva as Chief Brand Strategist


You can’t knock the hustle: Jay-Z is joining the cannabis
industry.

Shawn
“Jay-Z” Carter — billionaire
rapper
, producer, entrepreneur, philanthropist, and Beyoncé
Knowles’ 
husband — will serve as the chief brand strategist for
Caliva, a burgeoning California company that counts former star NFL quarterback
Joe Montana as an investor.

“Anything I do, I want to do correctly and at the highest
level,” Carter said in a statement on Tuesday when the partnership was
announced. “With all the potential in the cannabis industry, Caliva’s
expertise and ethos makes them the best partner for this endeavor.”

In
addition to influencing Caliva’s creative direction, social justice will be a
key component of Carter’s role, Dennis O’Malley, chief executive officer of
Caliva, told CNN Business.

He’ll be involved in outreach programs — such as job training, advocacy and
workforce development — to help create more opportunities in the industry for
people who were negatively affected by the War on Drugs.

The San Jose, California-based Caliva grows, manufactures and sells a variety of branded products including cannabis flower, pre-rolled joints, vaporizers, edibles and topical lotions sold online via delivery and in more than 250 dispensaries across its home state.

Earlier this year, Caliva raised $75 million
from a group of investors including Montana and former Yahoo CEO Carol Bartz.

On April 20, the unofficial cannabis holiday, Caliva partnered with ice cream
company Ben & Jerry’s on a promotion to support Code for America and Clear
My Record. The organizations help people expunge non-violent marijuana
convictions from their records.

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