By Roland Sebestyén
The billionaire rapper and businessman Jay-Z announced that he would team up with existing industry giants to launch his brand new cannabis line, Monogram.
After a few American household names, such as Snoop Dogg, Whoopi Goldberg, and Martha Stewart, the 50-year-old Jay-Z also enters the cannabis market.
According to reports, he will be working with Caliva, the California-based cannabis company. The business partners know each other as the legendary rapper has been the team’s Chief Brand Strategist since last year.
The CEO of Caliva, Dennis O’Malley, said: “We think this is a sea (of) change in terms of the visibility to the industry.
“We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”
It’s still unclear exactly what this new collaboration will offer; however, their website is up and running, and a message is displayed.
It says: “Monogram marks a new chapter in cannabis defined by dignity, care, and consistency.
“It is a collective effort to bring you the best, and a humble pursuit to discover what the best truly means.”
The website also features a playlist by Jay-Z. It’s reportedly been hand-picked by the rapper and it includes music from, among others, Bob Marley, The Beatles, Bob Dylan, and Stevie Wonder.
Although medicinal cannabis has been legal in California since 1996, recreational use was only legalised in 2016. As a result, adults in the state can now grow, use, or transport cannabis, while suppliers must meet some criteria to do business in the industry.
The export of cannabis to other states, on the other hand, remains illegal since the U.S. Drug Enforcement Administration considers it a Schedule 1 drug.
Cover photo: Danielle Dalledonne