Last July, entertainment mogul Shawn “Jay-Z” Carter announced that he would be joining California-based cannabis Caliva,
the largest vertically-integrated cannabis company in the state, as its new chief brand strategist. Now, the rapper and entrepreneur is gearing up to launch his own cannabis brand.Monogram is the first brand to launch as part of Jay-Z’s new partnership with the cannabis company. A press release for the brand states that Monogram seeks to “redefine what cannabis means to consumers today. In an effort to provide a more tailored customer experience, the brand will also launch through a best in class e-commerce platform dedicated exclusively to its singular product line.”
Over the weekend, the new brand launched its official website and social media pages with a teaser of Fela Kuti playing in the background with a series of photos from their lab cultivating their plants for the upcoming brand and detailing its growing process for its upcoming collection.
“Our batch-by-batch approach and unique potency designation allow us to highlight the nuances in between harvests and tell you the story of every flower,” reads the website with snapshots of their lab. It is still unclear what all the products will be or the official launch date.“We are incredibly excited about Mr. Carter introducing MONOGRAM to the world,” said Caliva CEO Dennis O’Malley in a statement sent to BLACK ENTERPRISE
. “When we partnered with Mr. Carter in 2019, it was our shared mission to create products that would redefine our category. We’ve worked over the past year to bring Mr. Carter’s vision to life and are looking forward to sharing more in the weeks to come.”