Jay-z (source: XXL Mag)

In a bid to shape the conversation surrounding cannabis, rapper Jay-Z has become the latest celebrity to venture into weed business, signing on to be the chief brand strategist for a California-based cannabis company, Caliva.

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In a statement posted on the company’s website, he noted that he reached out to the company after a wide search for a suitable partner in the booming industry.

He said “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 partners for this endeavour.”

“We want to create something amazing, have fun in the process, do good and bring people along the way.”

Caliva said as chief strategist, Jay-Z would help the company with its creative decisions as well as outreach efforts and strategy for the brand.

“Together, we hope to shape the conversation surrounding cannabis, foster equality and fairness in the development of the industry, promote awareness for the many uses and benefits of cannabis and empower consumers to feel free to use cannabis how, when, and where they want,” Caliva said in a statement.

The 49-year-old rapper is the latest celebrity to get into the cannabis business which is spreading fast in the United States as more and more states legalize it for recreational purposes.

Recall that Rapper Snoop Dogg has established his own brand of marijuana and actress Whoopi Goldberg launched a line of medical marijuana products for women in 2016.