JAY-Z is expanding his business empire by entering a new partnership with bosses at a California marijuana firm.
The Empire State of Mind hitmaker has taken on a multi-year role as the chief brand strategist for San Jose-based company Caliva, for which he will work on driving creative direction and outreach efforts.
The criminal justice reform advocate will also be focusing on the social aspects of the legal weed industry, helping to provide job training and workforce development for former prisoners to enable them to get back on their feet.
"Anything I do, I want to do correctly and at the highest level," JAY-Z shares in 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."
Caliva CEO Dennis O'Malley reveals it was the rap icon who first approached the company about joining forces.
"For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis," O'Malley shares.
"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."
JAY-Z joins the likes of fellow hip-hop stars Snoop Dogg, Wiz Khalifa, 2 Chainz, and Juicy J in entering the legal cannabis industry.