AMERICAN rapper and businessman JAY-Z has officially joined the cannabis business in the United States with the launch of his new cannabis line.
The hip-hop Grammy winner announced that his first cannabis line, Monogram, would be a partnership with California-based company Caliva, which the rapper joined forces with as Chief Brand Strategist in July 2019.
Monogram, according to a press release and website, is a company that prides itself on its “careful strain selection, meticulous cultivation practices and uncompromising quality, while seeking to redefine what cannabis means to consumers today”.
The brand unveiled its social media channels and is planning a launch for its inaugural product line through an e-commerce platform.
JAY-Z is the latest American rapper to enter the cannabis business space. Rapper Drake parterend with Candian company, Canopy Growth Corporation to launch his own More Life Growth Company.
Other rappers including Snoop Dogg, Juicy J and Wiz Khalifa have also made their plays within the cannabis market.
Monogram is the latest business venture under JAY-Z’s belt, who has a billion-dollar empire that includes Roc Nation, Rocawear clothing line (which he sold in 2007), his TIDAL streaming service, Armand de Brignac champagne and D’Ussé cognac (which he co-owns with Bacardi).