VIDEO. Jay-Z embarks on cannabis

Rapper Jay-Z -

Jay-Z has just officially entered the cannabis market.

Earlier this week, the rapper announced the launch of his Monogram brand.

The ambition is to "redefine what cannabis means for today's consumer" as stated in a press release relayed by NME.

In addition, the artist has published a playlist on Tidal for the occasion called

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Hand Finished pic.twitter.com/jFHoCQj7av

- MONOGRAM (@monogramcompany) October 23, 2020

“Monogram opens a new chapter for cannabis marked by dignity, care and consistency.

It is a collective effort to bring you the best, in a humble quest to find out what the best means.

Progress is limitless, ”can be read on the brand's website.

However, no date has been communicated concerning the arrival of the products on the market.

Monogram is the result of the rapper's collaboration with the cannabis distribution company Caliva for which he has served as chief strategy officer since last year.

The competition is already tough

Like Jay-Z, many celebrities have decided to invest in the cannabis market, taking advantage of legalizations that took place in 2018 in California and in Canada.

This is particularly the case of Drake, Wiz Khalifa, Mike Tyson or of course Willie Nelson, veteran of the cause of legalization.

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