Hip-hop artist and entrepreneur Jay-Z has officially debuted his cannabis line, Monogram, with the launch of its website and Instagram page.
While we’re still unsure of exactly what product Monogram will offer, the site’s homepage displays the message: “Monogram marks a new chapter in cannabis defined by dignity, care, and consistency. It is a collective effort to bring you the best, a humble pursuit to discover what the best truly means.”
The site also features a bit of grow information, and a Sounds from the Grow Room playlist by Jay-Z. The playlist includes tunes from Stevie Wonder, Rihanna, Bob Dylan and more.
Not his First Rodeo
The endeavor is a partnership between the artist, and California-based cannabis company, Caliva. Jay-Z, whose real name is Shawn Carter, first began working with Caliva in 2019 as the company’s chief brand strategist. In this role, he helps the company with creative decisions, outreach efforts, and strategy.
“We are incredibly excited about Mr. Carter introducing MONOGRAM to the world,” said Caliva CEO Dennis O’Malley in a statement to BLACK ENTERPRISE. “When we partnered with Mr. Carter in 2019, it was our shared mission to create products that would redefine our category. We’ve worked over the past year to bring Mr. Carter’s vision to life and are looking forward to sharing more in the weeks to come.”
The rapper has also made a point of focusing on the social injustices that systematically affect minorities.
In January 2019, Jay-Z helped spearhead REFORM, an alliance of influential leaders in business, government, entertainment, sports and culture. Together they use their resources to reduce the number of people trapped in the prison system. Members include rapper Meek Mill, reporter Van Jones, and entrepreneur Michael Rubin.
A Bold Statement
Currently, Monogram is launching a national awareness campaign to encourage discussions around mass incarcerations due to cannabis-related offenses.
The campaign is tied in with the 50th anniversary of the Controlled Substances Act, which federally outlawed cannabis in 1971.
Starting on Tuesday, November 5th, they will have LED and mobile billboard trucks parked on the borders of states with opposing legalization laws, including on the Wyoming/Colorado and Kansa/Illinois state lines.
On the legal side, according to Cowboy State Daily, the billboards will read, “Here, cannabis is legal. Enjoy responsibly.” However, on the illegal side, they will read, “Here, cannabis is illegal. Avoid the bookings.”
The signs will stay up for two weeks to represent, “The most starkly opposing regulations—so the least progressive states bordering the most progressive—in order to best illustrate that a single state line can make a world of difference,” explained a Monogram representative in an interview with Zitrod.