Jay-Z is now the chief brand strategist of a cannabis company

Jay-Z recently became the first ever billionaire rapper, billions that come from not only his music but also stakes in companies like Uber, D’Ussé cognac and Armand de Brignac French champagne.

Now he’s adding another company to that list, as he’s partnered with California-based cannabis company Caliva to become their new chief brand strategist.

Jay-Z has now partnered with California legal cannabis company Caliva, as their chief brand strategist, with hopes to employ people who have previously been incarcerated on weed charges.

Jay-Z, who infamously started out dealing drugs in Brooklyn’s notorious Marcy Projects before becoming a successful rapper and entrepreneur, has now entered into a multi-year contract with Caliva, after reaching out to the company to offer his services. Founded in 2015, the company owns a marijuana farm, two stores, and distributes to nearly two dozen other retailers in the state

“Anything I do, I want to do correctly and at the highest level,” said Jay-Z a statement. “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.”

He will help with creative decisions, outreach and business strategising, but his main goal will be for social justice for those who were previously incarcerated on weed charges. His goal will be to increase the representation and participation of these people in the legal marijuana business, this work will include “advocacy, job training and overall employee and workforce development.”

“For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis,” said Caliva President/CEO Dennis O’Malley. “To find that we were in complete alignment around our values and ethos was just a home run. We believe this partnership is unparalleled in this or any business and we could not be more pleased to be working with him and have him as our Chief Brand Strategist. Look for some great things ahead!”

Jay-Z isn’t the first celebrity to get involved in the legal marijuana game. Seth Rogen and Evan Goldberg launched their Houseplant brand in March, Jenny Lewis recently debuted her own strain of weed, and, in April, Dean Ween opened up a weed-friendly Honeypot Lounge venue in Colorado.