Hip-hop superstar Shawn “Jay-Z” Carter announced on Friday his cannabis line Monogram with the debut of its website and Instagram. The line is a partnership with California-based cannabis company Caliva, with whom Carter has served as chief brand strategist since July 2019.
“Monogram seeks to redefine what cannabis means to consumers today. In an effort to provide a more tailored customer experience, the brand will also launch through a best in class e-commerce platform dedicated exclusively to its singular product line.” — Company statement, in a press release
As part of his role with Caliva, Carter advocates for social justice issues surrounding legalization and assists the firm with creative decisions, including outreach efforts and strategy, the company said at the time. Carter said the company’s “expertise and ethos” made them the best partners for the endeavor.
Jay-Z is the latest rapper to enter the cannabis space. Calvin “Snoop Dogg” Brodus launched his own brand – Leafs by Snoop – in 2015. A Green Horizons analysis in June found the brand to be the most recognizable cannabis brand, but the report found no brands were recognized by more than 23 percent of consumers.
Last year, Tauheed “2 Chains” Epps launched The Gas Cannabis Co. with Green Street Agency and Mazel Management Group. Wiz Khalifa, Freddie Gibbs, and Juicy J have also developed their own strains, while B-Real of Cypress Hill opened a California dispensary, called Dr. Greenthumb’s in 2018.
Jay-Z also has investments in liquor and real estate. In 2019, he was the first hip-hop artist to reach billionaire status.