Jay-Z To Become Chief Brand Strategist for Caliva

Jay-Z has always been known to be much more than just a rapper. From founding Roc Nation to being part-owner of the Brooklyn Nets, Young Hov has made his name known as a businessman and entrepreneur. Thus, with all the current hype around the growth of the legal cannabis industry, it’s only fitting of him to jump on the opportunity to be apart of it. 

The rapper will be joining Caliva, a California-based cannabis company, as their Chief Brand Strategist. In the role, he will help the company with creative decisions, outreach efforts, and strategy. Having always been vocal about his past and slinging drugs in the streets of Brooklyn, Jay-Z will hold the role with a specific focus on the industry’s social injustices that systematically affect minorities, his main being to improve representation and participation for those who have been previously incarcerated  and continue to be kept out of the legal cannabis business. 

“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. We want to create something amazing, have fun in the process, do good and bring people along the way,” Jay-Z commented in a statement to Variety. 

Caliva’s CEO, Dennis O’Malley is both excited and humbled by the opportunity to work with one of the biggest names in hip-hop. As expressed to 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.” And continuing, “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.”

Already fighting the fight for change in the criminal justice system by previously launching REFORM Alliance, an initiative focused on overhauling the probation and parole system, we can’t wait to see how Jay-Z moves in cannabis.

Emerald contributor since June 2019

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