JAY-Z has expanded his business ventures by announcing his first brand of marijuana. The Roc Nation boss has launched MONOGRAM, a cannabis line born from his partnership with the California-based company Caliva. Hov’s brand isn’t on sale yet, but the cannabis line has begun its rollout with an official website and Instagram account.
MONOGRAM bills itself as having “careful strain selection” and boasts about its board of “cannabis experts who grade and select every flower by hand.”
Although MONOGRAM hasn’t announced a release date as of press time, potential customers can sign up on the brand’s website to be one of the first to access it. It is unknown if the cannabis line will be available at dispensaries since it’s only touting the availability through an e-commerce platform.
“Anything I do, I want to do correctly and at the highest level,” Jay-Z said in a press release last year. “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.”
The Controlled Substances Act was signed on October 27, 1970.
Fifty years later, a state line can still make a world of difference. pic.twitter.com/igfi3wzrdB— MONOGRAM (@monogramcompany) October 28, 2020
JAY-Z has also launched a billboard advertising campaign at the borders between states with disparate cannabis laws. The message, “Here, Cannabis is Legal. Enjoy responsibly” will be on the ads when heading into legal states. When heading into states where cannabis remains prohibited, the billboards will read “Here, Cannabis is Illegal. Avoid the Bookings,” referring to arrests.
JAY-Z partnered with Caliva to become the cannabis company’s Chief Brand Strategist in 2019. Part of his role involves increasing legal participation in the marijuana industry for people who served time in prison on weed-related charges.