Jay-Z named chief brand strategist of Californian cannabis company

'We want to create something amazing, have fun in the process, do good and bring people along the way,' says rapper

Sabrina Barr
Wednesday 10 July 2019 16:17 BST

Jay-Z has partnered with a cannabis company to become the organisation's chief brand strategist in a multi-year deal.

The announcement was made in a statement published on the website of Caliva, a cannabis company which was founded in 2015 and whose headquarters are based in San Jose, California.

Caliva products are currently sold exclusively in California.

The company's produce includes a strain of cannabis called "Alien OG", vape pens, pre-rolled cannabis joints and beverages.

The Caliva statement outlines that Jay-Z will "enter into multi-year partnership with Caliva as chief brand stategist", playing "a crucial role driving creative direction, outreach efforts and strategy for the brand".

Jay-Z says that he and Caliva "want to create something amazing, have fun in the process, do good and bring people along the way".

“Anything I do, I want to do correctly and at the highest level," the 49-year-old says.

"With all the potential in the cannabis industry, Caliva's expertise and ethos makes them the best partner for this endeavour."

Jay-Z's position, Caliva states, will involve providing assistance to individuals who have been released from prison after being charged with cannabis-related offences.

This will include advocating for said individuals and offering them job training.

Earlier this year, Jay-Z collaborated with fellow rapper Meek Mill to launch a prison reform organisation called Reform Alliance.

The rappers, in addition to other founding partners, pledged $50m (£40m) towards launching the organisation.

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"We stand behind our brand promise of providing consumers with consistency, transparency, and accessibility," Caliva states on its website.

"We were built on a foundation of trust and we seek to be known as the most trusted name in cannabis."

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