CHICAGO (NewsNation Now) — Grammy Award-winning rap mogul and businessman Jay-Z has launched his own cannabis line, Monogram. The 50-year-old rapper partnered with the brand Caliva, the California weed company he joined as chief brand strategist in July 2019.
Monogram wants to “redefine what cannabis means to consumers today,” with “careful strain selection, meticulous cultivation practices and uncompromising quality,” according to a press release.
The company debuted its website Friday. A Tidal playlist was also curated by the billionaire to promote his cannabis line. “Monogram: Sounds from the grow room,” features an array of artists such as Bob Marley and Amy Winehouse.
There is no release date yet. It’s also unclear if the brand will be carried in dispensaries and whether it will only be sold in California or in other states where cannabis has been legalized.
His other business ventures include the streaming service Tidal and entertainment company Roc Nation, which includes artist and athlete management, recording, publishing, touring, film and television. He also has partnerships with liquor brands like Armand de Brignac and D’Usse.