Back in the drug game – legally, this time – Jay-Z announces Monogram cannabis line
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Jay-Z was serious as a heart attack when he rapped the line “I’m a business, man.”
The 22-time Grammy Award-winning rapper-turned-mogul is returning to his drug-dealing roots for his latest entrepreneurial endeavor.
But this time, he is doing it legally.
On Friday, the Brooklyn-born hip hop icon officially announced the creation of the Monogram cannabis line.
One year after Jay-Z, 50, became the Chief Brand Strategist of the California-based cannabis company Caliva, the line launched with a new website and Instagram to tease the new Monogram wares.
No details about specific strains or products were released but a press release stated: “With its careful strain selection, meticulous cultivation practices and uncompromising quality, Monogram seeks to redefine what cannabis means to consumers today.”
The company said it plans to roll out a “best in class e-commerce platform dedicated exclusively to its singular product line.”
It’s unclear when Monogram products will be available in dispensaries but a brand spokesperson told The Daily News that the product line will “definitely be available across all of California” where marijuana is legal through Caliva and Monogram branded channels.
Jay-Z, whose real name is Shawn Carter, joined Caliva last July, striking a deal for a multiyear partnership to help out with creative decisions, outreach efforts and strategy.
The role was also designed for the “Drug Dealers Anonymous” lyricist to focus on social justice issues surrounding legalization, improving representation and the participation of previously incarcerated people who are still being kept out of the booming legal weed business.
“Anything I do, I want to do correctly and at the highest level,” the Roc Nation kingpin said a statement at the time. “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.”
Other platinum-selling rappers who’ve entered the legal marijuana enterprise include Snoop Dogg, 2 Chainz, Wiz Khalifa and Cypress Hill member B-Real.
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