Shawn “JAY-Z” Carter announced online today that he will enter into a multi-year partnership with Caliva
as Chief Brand Strategist. The statement said that he will play a crucial role in driving creative direction, outreach efforts, and strategy for the brand.
Caliva is one of the largest vertically integrated cannabis companies in California and has quickly become a market leader in cannabis consumer products in the state. The company has a best in its class facility in San Jose, that produces top quality flower and cannabis oil.
In this position, Mr. Carter said he will focus on and work to increase the economic participation of citizens returning from incarceration – many of who are not seeing the monetary benefits of legalization – through advocacy, job training, and overall employee and workforce development.
“Anything I do, I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva’s expertise and ethos make them the best partner for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.” – Shawn “JAY-Z” Carter.
Carter joins a long line of rappers who have signed up with various cannabis companies. Many like Wiz Khalifa, Snoop Dogg, Kurupt, and Two Chainz have signed deals with companies or begun their own signature brands. While singers like Willie Nelson of Willie’s Reserve don’t seem involved on a daily basis, Khalifa is known to be deeply involved in the creation of his brand Khalifa Kush.
Caliva branded products can be found at their flagship dispensary in San Jose and dispensaries throughout the state of California. Last month the company acquired Zola, the maker of plant-powered beverages, to expand into the cannabis and hemp-based CBD (hCBD) beverage space. Caliva is exploring entering the infused beverage market in several categories, including sparkling water, functional shots, functional powders, teas, cold brew coffee, and sports drinks. Zola’s key relationships with distributors, ranging from regional to national, will enable fast rollout of hCBD beverages to targeted markets.