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Jay-Z allies with cannabis seller Caliva

By | Published on Wednesday 10 July 2019


Your main man Jay-Z has entered into a multi-year partnership with cannabis seller Caliva, which describes itself as “cannabis consumer product company, focused on the direct-to-consumer market within California, enabled by full spectrum vertical integration”.

With nonsense talk like that, it will come as no surprise to any of you that Caliva is making Jay-Z its Chief Brand Strategist as part of this partnership deal. What will that involve, you wonder? Well, it means he’ll “play a crucial role driving creative direction, outreach efforts and strategy for the brand”.

“Anything I do”, says the Z man, “I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavour. We want to create something amazing, have fun in the process, do good and bring people along the way”.

Actually, for all your snarky cynicism, there is potentially one interesting element to all this. Caliva says that one thing its new celebrity pal will focus on is increasing “the economic participation of citizens returning from incarceration – many of who are not seeing the monetary benefits of legalisation – through advocacy, job training, and overall employee and workforce development”.

Which is as good a use as any of some direct-to-consumer full spectrum vertical integration.