“Anything I do, I want to do correctly and at the highest level,” Jay-Z said in a statement. “With all the potential in the cannabis industry, Caliva’s expertise and ethos make them the best partners for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.”
Jay-Z has always told the world that he is a hustler. He started out in illegal drug dealing, but has now gone legitimate. He will join the California-based cannabis company Caliva as Chief Brand Strategist as part of a new multi-year partnership.
The company’s creative decisions will be done through Jay Z with certain outreach efforts, strategy, and social justice issues that pertain to legalization. Specifically, Jay will work to improve the representation and participation of previously incarcerated people who are still being kept out of the legal weed business in large numbers. Jay Z will put into play “advocacy, job training and overall employee and workforce development.”