Jay-Z, one of the largest cultural influencers in the world just threw his Yankees cap into the cannabis run. Jay-Z has announced that he was “entering into a long term partnership” with @gocaliva , “one of the largest vertically integrated cannabis companies in California.”
As Chief Brand Strategist, Jay will “play a crucial role during creative direction, outreach efforts and strategy for the brand.” According to a press release.
The company said HOVA wants to use his celebrity to do more than drive business. “He will also work to increase the economic participation of citizens retiring from incarceration- many whom are not seeing the monetary benefits of legalization - through advocacy, job training, and overall employee and workforce development.”
After closing $75 million in funding last winter, thanks in large part to investments by former Yahoo CEO Carol Bartz and NFL great Joe Montana, Caliva looks to continue its momentum this summer. According to Forbes, Caliva grew 350% in revenue last year, despite California’s tightening state regulations. With the addition of Carter to its team, Caliva is sure to keep growing.