Jay-Z is growing his empire. The 50-year-old rapper and music mogul announced Friday that he is launching his first line of cannabis in a joint venture with Caliva, a California-based weed company. The rapper, whose real name is Shawn Carter, teamed up with Caliva last year when he became the brand’s chief brand strategist. Since then, he’s been working on developing his own line of marijuana, named Monogram.
The company debuted its website and an Instagram account Friday, providing fans with a first glimpse of the product. Accompanying the site was a playlist curated by Jay-Z on his streaming platform Tidal called “Monogram: Sounds from the grow room,” featuring an array of artists such as Bob Marley and Amy Winehouse.
According to a press release, Monogram wants to “redefine what cannabis means to consumers today,” with “careful strain selection, meticulous cultivation practices and uncompromising quality.” The company’s website said experts grow the Monogram flower so that each plant receives “personalized attention.” [Read more at CBS News]