Rap's first billionaire is showing no signs of slowing down in the myriad businesses that gave him that title. Now, Jay-Z has partnered with California cannabis brand Caliva, and the partnership doesn't appear to be a simple endorsement deal. Instead, Jay has taken on the title of Caliva's chief brand strategist, and will serve as a hands-on creative force in the brand's future.
According to the announcement on Caliva's website, Jay's work with the brand will be "crucial":
"He will play a crucial role driving creative direction, outreach efforts, and strategy for the brand…In this position, 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."
That announcement also includes a quote from Jay himself, in which he expresses his enthusiasm for the new job and his partnership with Caliva:
"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."
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Jay-Z's entrance into the cannabis game may be the shot in the arm the industry needs, with legal cannabis sales flagging as of late. His involvement will likely bring more visibility and publicity to cannabis products in general, an industry which also has celebrities like Whoopi Goldberg, Willie Nelson, and Snoop Dogg on board with products of their own.
It remains to be seen what Jay's ideas for the future of Caliva are, but it's a safe bet that we'll be seeing them in action in the very near future.
