Jay-Z takes his turn in the recreational cannabis industry

Yesterday, rapper Jay-Z announced its partnership with Californian recreational cannabis company Caliva. The artist will join their teams to help with strategy and art direction. Jay-Z said he wanted to «create something great, have fun doing it, do good and support people».

The rapper testified to his intention to help reintegrate former prisoners through this project. He is involved with the NGO Reform Alliance, which campaigns for reform of the American penal system.

On this subject, the company wrote in a release, «In this position, Mr. Carter will work to increase the economic participation of citizens returning from incarceration - many of whom do not see the financial benefits of legalization - through education, professional training and overall employee and workforce development.».

Dennis O'Malley, CEO of Caliva, believes that this association heralds «important changes for the industry in terms of visibility».

Jay-Z had already established himself as a businessman, as his investments in champagne, his clothing line, and the Uber ride-hailing service, made him considerable earnings, becoming the first billionaire rapper according to a ranking by Forbes magazine.

However, he's not the first to take cannabis' potential into his own hands: a good number of artists have already set their sights on this burgeoning industry. In 2015, Snoop Dogg created Leafs, its line of cannabis products. Actress Gwyneth Paltrow has also announced its 2018 partnership with dispensary chain Medmen, to launch its line of cannabis products. Actor Seth Rogen and screenwriter Evan Goldberg have also teamed up in March 2019 with industry giant Canopy Growth to launch their own cannabis brand in Toronto, and rapper Post Malone has also launched its own brand, Shaboink, in May 2019.