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Jay-Z Joins Legal Cannabis Company Caliva As Chief Brand Strategist

Jay-Z Joins Legal Cannabis Company Caliva As Chief Brand Strategist

Jay-Z has gone into partnership with a legal cannabis company.

The 49-year-old billionaire has joined Caliva as a 'chief brand strategist', according to a statement from the company.

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The role will see Jay-Z, real name Shawn Carter, focus on the creative direction, outreach and strategy.

The rapper has joined California-based Caliva. Credit: PA
The rapper has joined California-based Caliva. Credit: PA

In part, the statement read: "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 legalisation - through advocacy, job training, and overall employee and workforce development."

These plans appear to fit well with the rappers previous work within criminal justice reform, who has recently helped to launch a new foundation called the Reform Alliance, which aims to get one million people out of prison and on probation or parole in five years.

In a statement, he said: "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 endeavour.

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"We want to create something amazing, have fun in the process, do good and bring people along the way."

Caliva CEO said the partnership is 'unparalleled'. Credit: PA
Caliva CEO said the partnership is 'unparalleled'. Credit: PA

Caliva was launched in 2015 in San Jose, it grows, manufactures and flogs a bunch of cannabis-related products, including pre-rolled joints, edibles and lotions.

It's reported that Jay reached out to the company after carrying out 'extensive research' into the industry.

CEO Dennis O'Malley told Rolling Stone: "For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis.

"To find that we were in complete alignment around our values and ethos was just a home run. We believe this partnership is unparalleled in this or any business and we could not be more pleased to be working with him and have him as our chief brand strategist.

Jay isn't the first celebrity to get in on the legal weed business, Snoop Dogg has his own brand called Leafs by Snoop; while, perhaps more surprisingly Martha Stewart is also in partnership with a marijuana company called Canopy Growth.

Featured Image Credit: PA

Topics: Celebrity, Music

Claire Reid

Claire is a journalist at LADbible who, after dossing around for a few years, went to Liverpool John Moores University. She graduated with a degree in Journalism and a whole load of debt. When not writing words in exchange for money she is usually at home watching serial killer documentaries surrounded by cats. You can contact Claire at [email protected]

 

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