Jay-Z Named Chief Brand Strategist For Cannabis Consumer Products Company Caliva

The billionaire will help formerly incarcerated individuals benefit from the brand.

(AllHipHop News) Shawn "Jay-Z" Carter has built a billion-dollar fortune by investing in businesses such as Roc Nation, Tidal, Armand de Brignac, and D'USSÉ. Hov is now trying his hand at the rapidly growing marijuana industry.

Jay is set to enter into a multi-year partnership with Caliva as Chief Brand Strategist. According to the cannabis consumer products company, the Hip Hop legend will work to increase the economic participation of citizens returning from incarceration through advocacy, job training, and employee/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 Jay-Z in a statement.

Caliva was founded in 2015 with a focus on the direct-to-consumer market in California. The new alliance between Carter and Caliva is centered around fostering equality and fairness in the development of the industry, promoting awareness for the benefits of cannabis, and empowering consumers to feel free to use marijuana.

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