Jay-Z has announced his first marijuana line called Monogram, which will be released by Caliva, the California weed company he joined as chief brand strategist last July.
Per a press release, the brand seeks to “redefine what cannabis means to consumers today” with “careful strain selection, meticulous cultivation practices, and uncompromising quality.”
Hand Finished pic.twitter.com/jFHoCQj7av
— MONOGRAM (@monogramcompany) October 23, 2020
Hova is yet to reveal additional details about Monogram’s strains or other products. Again, it is unclear when the brand will arrive in dispensaries and whether it will only be sold in California or in other states where weed has been legalized.
To boost his new endeavour, Jay-Z has debuted a new TIDAL playlist, Monogram: Sounds from Grow Room, which features artists like Fela Kuti, Peter Tosh, Bob Marley, Outkast, Rihanna, and more.
During an announcement Jay-Z made in 2019 as he assumed his new role, he said, “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 partners for this endeavour. We want to create something amazing, have fun in the process, do good, and bring people along the way.”