Jay-Z has signed on as the chief of brand strategy with a cannabis company called Caliva.
The self-made billionaire, musician, and mogul is extending his talents to the marijuana industry 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, Hov will play a major role in the social justice and employment aspect of the cannabis industry.
The business, man will be involved in outreach programs including 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, according to the Dennis O’Malley, chief executive officer of Caliva.
“We think this is a sea change in terms of the visibility to the industry,” he said. “We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”
“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,” company officials said in a statement.