This archive report was first published on 10 July 2019.
July 10, 2019, marked a significant milestone for Jay Z as he ventured into the cannabis industry with a multi-year partnership with California-based company Caliva.
Based in San Jose, Caliva has partnered with the billionaire rapper to serve as a chief brand strategist, focusing on moulding the creative direction and increasing the company's outreach.
As part of the partnership, Jay Z aims to increase the 'representation and participation' of those with criminal records who are prohibited from participating in the growth of the industry.
“… we hope to shape the conversation surrounding cannabis, foster equality and fairness in the development of the industry…”
According to Caliva's CEO Dennis O'Malley, the recognition of the brand by Jay Z is 'humbling.' The company hopes to create jobs for people who are getting out of prison and face difficulties in finding a job.
Jay Z expressed his enthusiasm for the partnership, stating, “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 make them the best partner for this endeavour. We want to create something amazing, have fun in the process, do good and bring people along the way.”
