Jay-Z has added yet another title to his multi-hyphenate career: Chief Brand Strategist. 

The Grammy Award-winning rapper and mogul will join the California-based cannabis company Caliva as part of a multi-year partnership. Within this role, Jay-Z will help with outreach, creative strategy and, most importantly, addressing social justice issues around the legalization of marijuana, reports Rolling Stone. 

“For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis,” Caliva CEO Dennis O’Malley said. “We believe this partnership is unparalleled in this or any business and we could not be more pleased to be working with him and have him as our Chief Brand Strategist.”

According to the Caliva website, the multi-year partnership between the company and Jay-Z aims to “shape the conversation surrounding cannabis” and “foster equality and fairness in the development of the industry.” 

Specifically, Jay-Z will focus on improving the representation and participation of previously incarcerated people who have been kept out of the legal cannabis industry at large. 

This endeavor for hip-hop’s first billionaire is the latest in his mission to focus on social justice and criminal justice reform. At the top of this year, Jay-Z and Meek Mill launched the Reform Alliance to spotlight unfair sentencing and probation practices following Mill’s release. 

Jay-Z now joins the roster of rappers who have entered the cannabis industry, including Snoop Dogg, 2 Chainz, Wiz Khalifa and Juicy J. 

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