Music mogul JAY-Z can’t stop and won’t stop winning. The hip-hop veteran continues to pad his billionaire status by joining forces with cannabis giant Caliva.

According to Cannarmic reports, Jigga will join the growing West Coast operation as a chief brand strategist.

Shawn “Jay-Z” Carter — billionaire rapper, producer, entrepreneur, philanthropist, and Beyoncé Knowles’ husband — will serve as the chief brand strategist for Caliva, a burgeoning California company that counts former star NFL quarterback Joe Montana as an investor. “Anything I do, I want to do correctly and at the highest level,” Carter said in a statement on Tuesday when the partnership was announced. “With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavor.” (CNN)

JAY is expected to use his position to help fight for criminal justice and help people previously locked up on marijuana-related crimes.

The rapper, whose formal title with Caliva will be chief brand strategist, 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 in a statement. “We want to create something amazing, have fun in the process, do good and bring people along the way,” the rapper said in a statement. (The Guardian)

Based in California, Caliva grows, sells and manufactures everything from cannabis flower and pre-rolled joints to vaporizers sold online via delivery and in more than 250 dispensaries across the state.

Caliva currently employs over 600 workers, many of them serving as marijuana delivery drivers. They’re paid $14-16 an hour full-time, plus reimbursement for mileage and cell phone use. When new regulations earlier this year required businesses to treat drivers as employees rather than independent contractors, Caliva accommodated them by assigning fixed shifts, as well as adding benefits like health insurance and vacation days. (SF Gate)

JAY now follows in the footsteps of rap heavyweights like Snoop Dogg and Wiz Khalifa with direct ties to the cannabis industry.

The 49-year-old rapper, born Shawn Carter and married to pop star Beyonce, is the latest celebrity to get into the cannabis business which is spreading fast in the United States as more and more states legalise it for recreational purposes. Rapper Snoop Dogg has established his own brand of marijuana and actress Whoopi Goldberg launched a line of medical marijuana products for women in 2016. (TRT World)