To be blunt, there’s not much that the Grammy Award-winning billionaire rapper and entrepreneur doesn’t have his hand in. From streaming service founder to music executive to memoir writer, the 50-year-old rapper starts his own cannabis business.
He launched a cannabis line called Monogram recently. It’s a partnership with California cannabis company Caliva. The website teases glossy shots of marijuana, but gives no information on what it will offer or a release date. Would-be customers can check the site to be “first in line for the drop.”
Accompanying the site was a playlist curated by Jay-Z on his streaming platform Tidal called “Monogram: Sounds from the grow room,” featuring an array of artists such as Bob Marley and Amy Winehouse.
According to a press release, Monogram wants to “redefine what cannabis means to consumers today,” with “careful strain selection, meticulous cultivation practices and uncompromising quality.” The company’s website said experts grow the Monogram flower so that each plant receives “personalized attention.”
Although this is his first official line of cannabis with Caliva, Jay-Z joined the company in 2019 as its chief brand strategist.
“We think this is a sea (of) change in terms of the visibility to the industry,” Dennis O’Malley, chief executive officer of Caliva, told CNN Business. “We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”
While it remains federally illegal, more than half of US states have legalized medical marijuana, with some of those allowing recreational use. While plans to expand the cannabis industry went up in smoke because of the pandemic, others suspect that more states could legalize marijuana in 2021.