On October 23, the award-winning rapper unveiled the new brand “Monogram” and shared that, according to a press release, the brand means to “redefine what cannabis means to consumers today” through “careful strain selection, meticulous cultivation practices, and uncompromising quality.”
The brand’s official website features a playlist called “Monogram: Sounds from The Grow Room,” featuring songs by Bob Marley, Amy Winehouse, and Rihanna. “Monogram marks a new chapter in cannabis defined by dignity, care, and consistency,” the site reads. “It is a collective effort to bring you the best and a humble pursuit to discover what the best truly means.”
However, the website does not specifically say what the brand offers, or if their products will be available for purchase on dispensaries, or any release date. So far, fans and would-be customers can enter their email and phone number to be contacted when new announcements or products drop.
The company is in partnership with Caliva, one of the most trusted cannabis dispensaries and brands based in California. Jay-Z became its chief brand strategist last year. “Anything I do, I want to do correctly and at the highest level,” he says.
“We think this is a sea [of] change in terms of the visibility to the industry,” Dennis O’Malley, chief executive officer of Caliva, told CNN Business regarding Jay-Z joining the company. “We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”
“With all the potential in the cannabis industry, Caliva’s expertise and ethos make them the best partners for this endeavor,” Jay-Z says, regarding the partnership with Caliva. “We want to create fun in the process, do good, and bring people along the way.”
The musician’s role in Caliva involves advising the company on creative decisions, outreach efforts, and strategy, including advocating for the social justice issues related to weed legalization.
The star has been outspoken as an advocate for social justice reform. He plans to help people who were imprisoned on marijuana-related charges as part of his role with Caliva.
“In this position, [Jay-Z] will focus on and work to increase the economic participation of citizens returning from incarceration—many of whom are not seeing the monetary benefits of legalization—through advocacy, job training, and overall employee and workforce development,” the company tells CBS News at the time.