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Jay-Z’s move into the legal cannabis space looks to help level the playing field for thousands.
But, unlike some of the others, his involvement will be more than cosmetic or marketing related. He’ll join Caliva, a Cali-based cannabis company, as Chief Brand Strategist in a newly announced multi-year partnership.
Jay will help with creative decision-making, outreach efforts, and brand strategy. However, a major component of the entrepreneur’s involvement will center on social justice issues pertaining to the legalization of cannabis.
He’ll work to improve legal representation, as well as help participation, for previously incarcerated people who are being barred from entering in this booming and now legal industry.
Per a statement, Jay-Z’s efforts in this realm will include “advocacy, job training, and overall employee and workforce development.”
“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 endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.”
Jay reportedly reached out to the company after searching for a suitable partner with which to share his concerns, ideas and social outlook.
“For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis,” says Caliva CEO, Dennis O’Malley. “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.”