Rapper says weed business a ripper

Central Station | 12 Jul 2019

Rapper Jay-Z is the latest celebrity to enter the weed business, becoming chief brand strategist for a California-based cannabis firm.

The rapper said he went to Caliva company after a search for a partner. "Anything I do I want to do correctly and at the highest level," he said. "We want to create something amazing, have fun in the process, do good and bring people along the way."

As chief strategist, Caliva said, Jay-Z will help the company with creative decisions and strategy.

He will also focus on efforts to increase the participation in the legal cannabis business of people who have served time in prison and have been shut out of the fast-growing business.

The 49-year-old rapper, born Shawn Carter and married to popstar Beyonce, is the latest celebrity in the business. Rapper Snoop Dogg has his own brand, and actress Whoopi Goldberg launched a line of medical marijuana products for women in 2016.

He was recently named by Forbes as hip hop's first billionaire on investments in champagne, cognac, Uber and his Roc Nation entertainment company.

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