It looks like JAY-Z is fully throwing in on the cannabis scene with the debut of a new weed brand, Monogram.
Not much is known about the new brand. This morning an Instagram appeared with minimal graphics, sparse captions, and vibey Instagram stories of people lovingly smelling cannabis plants. The website has snippets of Fela Kuti, Bob Marley and the Wailers, and OutKast playing under a headline that reads “Sounds from the Grow Room.” With no shortage of hype-inspiring moods and lack of specific details regarding product names or launch dates, JAY-Z fans and potential consumers have little to hang onto other than pure speculation.
But that’s part of the fun, you know? It’s like guessing when Frank Ocean’s next album is going to drop, but make it weed.
This isn’t JAY-Z’s first foray into the cannabis world. He’s been the Chief Brand Strategist at Caliva, one of California’s largest cannabis companies, since July 2019. While JAY-Z has been involved with other brand lines such as Bad Apple, Fun Uncle, and Deli, Monogram is the first brand to come from Caliva with JAY-Z’s name behind it.
“With its careful strain selection, meticulous cultivation practices and uncompromising quality, MONOGRAM seeks to redefine what cannabis means to consumers today,” reads Caliva’s press release for the brand. “In an effort to provide a more tailored customer experience, the brand will also launch through a best in class e-commerce platform dedicated exclusively to its singular product line.”