Billionaire Jay-Z becomes the latest cultural influencer to launch his own cannabis brand

Jay-Z simply grew to become the latest celeb to launch a pot enterprise.

Shawn “Jay-Z” Carter — the billionaire rapper and world enterprise mogul behind a large number of profitable firms together with D’Usse cognac, streaming service Tidal and leisure agency Roc Nation — can now add premium cannabis brand Monogram to his portfolio.

Monogram’s core assortment rolled out Thursday. Retailing between $40 and $70, the merchandise embrace a number of cannabis strains designated as mild, medium and heavy — accessible in pre-rolled cigars and joints and tins of cannabis flower.

In a press release obtained by CNBC, Jay-Z mentioned his imaginative and prescient for the brand is “cannabis redefined.”

“Cannabis has been around for thousands of years, yet it is still an industry whose legacy of skilled craftsmanship is often overlooked,” he mentioned. “I created Monogram to give cannabis the respect it deserves by showcasing the tremendous hard work, time and care that go into crafting a superior smoke. Monogram products are next level when it comes to quality and consistency and we’re just getting started.”

The first product of its sort, THE OG HANDROLL (SRP: $50) takes inspiration from the smoke expertise of a premium cigar, however implements a proprietary roll method permitting the flower to burn slowly and evenly for a number of periods. Highly skilled artisan rollers break the flower down by hand and roll utilizing a time-honored course of that was specifically architected by MONOGRAM Culture & Cultivation Ambassador DeAndre Watson.

Source: Monogram

Jay-Z — who as soon as famously referred to himself as a “business, man” not a “businessman” — joins a rising record of artists stepping into the pot business.

In 2019, hip-hop artist Jim Jones and celeb jeweler Alex Todd teamed up to launch their own curated premium cannabis line Saucey Farms and Extracts. Canadian rapper and hip-hop icon Drake introduced his own branded marijuana line from his More Life Growth Co. final yr, a enterprise he launched in partnership with pot manufacturing large Canopy Growth based mostly in his hometown of Toronto the place marijuana was legalized in 2018.

As for Monogram, it was the first brand born out of Jay-Z’s partnership with Caliva. The entrepreneur joined forces with Caliva in July 2019 to begin bringing the imaginative and prescient for his flagship cannabis line to life.

In November, Subversive Capital Acquisition Corp. — the largest pot particular acquisition firm in historical past — agreed to purchase Caliva and one other established California cannabis firm Left Coast Ventures to kind a brand new entity known as The Parent Co.

Subversive Capital Chairman Michael Auerbach, advised CNBC he expects the musical entrepreneur’s affect to generate nice curiosity in its shares and merchandise. “Certainly Jay-Z and the affiliation with Roc Nation is going to get eyeballs on our company and eyeballs on our stock,” Auerbach mentioned. “We expect there’ll be a lot of influx in our name because of that relationship.”

Jay-Z will tackle an government management position in The Parent Co., guiding the brand technique as its chief visionary officer. He can even lead the agency’s Social Equity Ventures Fund aimed toward investing in Black-owned and minority-owned cannabis companies.

The SPAC transaction is predicted to shut in January, and the inventory will commerce on the NEO Exchange in Canada and will probably be accessible to U.S. buyers in the over-the-counter market.

Available in 2g and 4g jars, MONOGRAM FLOWER (SRP: $40 & $70) is grown in small batches to keep management and high quality and is cultivated at The Parent Company’s flagship rising facility in San Jose, California, utilizing a batch-by-batch strategy.

Source: Monogram

The Parent Co. expects to have the biggest client publicity of any cannabis firm in California, telling CNBC it hopes to attain 75% of shoppers in the state by the finish of 2021 and practically 90% by the finish of 2022 by the scaling of its omnichannel platform. Legal cannabis gross sales in the Golden State have skilled a 65% bounce throughout the present coronavirus pandemic when put next with final yr, in accordance to information from the California Department of Tax and Fee Administration.

Steve Allan, CEO of The Parent Co., advised CNBC its home of manufacturers has seen a spike in demand as shoppers gravitate towards pot merchandise throughout the pandemic to deal with stress and nervousness.

“When you look at the unfortunate reality of the pandemic, it is typically causing stress. The first wave of the pandemic, when it hit in the March-April-May timeframe, we saw a rapid increase in our Indica edibles — specifically the gummies that put you to sleep. I think more and more consumers are recognizing that this is a way to help them deal with some of the stresses and anxieties they have,” Allan added.

In addition to Jay-Z’s powerhouse brand, The Parent Co. additionally signed an unique partnership take care of Roc Nation to market cannabis merchandise for giant names like Rihanna, DJ Khaled and Alicia Keys, amongst others.

Allan mentioned that leveraging the unparalleled cultural affect of main artists won’t solely assist construct a scalable brand mental property in cannabis however work to convey consciousness and entry to shoppers in an business the place the choices are numerous.

“We don’t have the traditional marketing channels. I can’t buy a Super Bowl ad to go talk about our company and make the world aware of it. And so Jay-Z and Roc Nation help to break through at awareness. When you’re a consumer, you’re kind of confused as to where you can go. And so Jay-Z and Roc Nation helped to provide a little bit of authenticity to it. It also really also helps with those new consumers when they’re trying to figure out where they want to be,” he mentioned.

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