Jay Z is one of the most well-known names in the music industry, but he is also a noted businessman and Chief Brand Strategist at Caliva, a cannabis company based in California. The singer–also known as Shawn Carter, his given name–has amassed 22 Grammy awards and announced his plans to launch Monogram, a cannabis brand produced in joint venture with Caliva. Jay Z has worked as Caliva’s Chief Brand Strategist since July, 2019 and, with the launch of Monogram, the rapper moves into the cannabis industry with his own brand.
How and Where to Buy
The brand has its own e-commerce platform, solely dedicated to its exclusive product line. Initially, this brand and its products will be available in California and will be distributed both through Caliva’s channels and Monogram’s e-commerce platform. Caliva has three dispensaries in California: Caliva in San Jose, Deli by Caliva, also in San Jose, and Deli by Caliva in Bellflower, Los Angeles.
Advertising and Slogan
The rapper decided to set up his own marihuana brand, following the current trend among artists who have expressed their support for cannabis legalisation. Using their songs and lyrics, all of them have worked to normalise cannabis use and consumption throughout their professional careers, to a greater or lesser extent. “Redefining standards, redefining growth”–the motto found on Monogram’s logos and website. When the brand will extend beyond California is still a secret well kept, although products are already available on the company’s official website, with prices starting at USD 40.
Photos from the advertising campaign include cannabis flowers and joints, in addition to a photo gallery inspired in Slim Aarons’ work over the last four decades. Monogram has recreated some of Aarons’ most notable poolside photo collection at Frank Sinatra’s house in Palm Springs. This time, the shots show a diverse, talented, and attractive group of people, styled by Highsnobiety’s fashion director Corey T. Stokes.
The brand takes a craft approach as the flower is grown in “small batches,” according to its website. The growing process also includes, “extended humidity control, post-harvest care, trimming and flushing that guarantees our finished product is the best it can be.”