Jay-Z is getting into the cannabis business.
The “Izzo” rapper has joined Caliva, a California-based cannabis company, as their Chief Brand Strategist. Jay-Z’s new role marks a multi-year partnership, where a big part of it will be to support previously incarcerated people who are being blocked from entering the legal weed business.
His role will involve “advocacy, job training and overall employee and workforce development,” according to a statement published by Rolling Stone. Jay-Z will also have a hand in creative decisions, outreach efforts and strategy.
“Anything I do, I want to do correctly and at the highest level,” Jay-Z said in a statement. “With all the potential in the cannabis industry, Caliva’s expertise and ethos make them the best partners for this endeavour. We want to create something amazing, have fun in the process, do good and bring people along the way.”
Jay-Z is the latest in a growing list of entertainers to get into the legal weed business. Snoop Dogg launched his own brand in 2015 and since then rappers like Wiz Khalifa, 2 Chainz and Juicy J have also hopped into the industry.
Earlier this year, Canadian comedian and actor Seth Rogen launched his own cannabis brand called Houseplant.