Billionaire entrepreneur, rapper, and producer Shawn Carter aka “Jay-Z” has joined cannabis company Caliva and will serve as the chief brand strategist for the company.
Carter in a statement on Tuesday 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 endeavor.”
Dennis O’Malley, chief executive officer of Caliva, said in addition to influencing Caliva’s creative direction, social justice will be a key component of Carter’s role. He will be involved in outreach programs such as job training, advocacy and workforce development to help create more opportunities in the industry for people who were negatively affected by the War on Drugs.
O’Malley added that the company takes the partnership with a lot of responsibility, humilty and accountability.
Mr. Carter who joins other celebrities in the cannabis business will assist Caliva focus on and work to increase the economic participation of citizens returning from incarceration many of who are not seeing the monetary benefits of legalization — through advocacy, job training and overall employee and workforce development,” company officials said in a statement.
Caliva sells a variety of branded products including cannabis flower, pre-rolled joints, and vaporizers.