The one-time drug dealer, who has rapped about dealing crack cocaine in the past, will join the California-based cannabis company Caliva as Chief Brand Strategist.
The San Jose company said on Tuesday that Jay-Z had entered a long-term partnership in which he will focus on outreach and the creative direction of the brand.
“We want to create something amazing, have fun in the process, do good and bring people along the way,” Jay-Z said in a statement.
HOV will help the company with creative decisions, outreach efforts and strategy, though a big component of his role will focus on the social justice issues surrounding legalization.
The "Empire State of Mind" rapper will also further his social justice efforts by increasing job training for former prisoners as well as fostering quality and fairness in the development of the legal marijuana industry, the company said.
The 49-year-old artist, who is married to pop superstar Beyonce, was named by Forbes magazine the first hip-hop artist to become a billionaire.
In 2015, Snoop Dogg launched his own weed brand, Leafs by Snoop (it’s distributed in Canada by the weed giant Canopy Growth).
2 Chainz partnered with Green Street Agency and Mazel Management Group to launch his own company, The Gas Cannabis Co.
Wiz Khalifa and Juicy J have all developed their own signature strains, while in 2018
Cypress Hill’s B-Real opened his own dispensary in California calling it naming it Dr. Greenthumb’s.