Grammy award-winning rapper Jay-Z has announced the launch of his own cannabis brand Monogram, in partnership with California company Caliva.

Jay-Z has been Caliva’s chief brand strategist since July 2019 but Monogram is his first entry into the cannabis market with his own brand.

Monogram will be distributed in California initially via its own e-commerce platform and through Caliva’s channels, including three dispensaries in San Jose and Los Angeles.

According to a press release, Monogram aims to “redefine what cannabis means to consumers today” through “careful strain selection, meticulous cultivation practices and uncompromising quality”.

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