Jay-Z will join the California-based cannabis company Caliva as Chief Brand Strategist as part of a new multi-year partnership.

The rapper will help the company with creative decisions, outreach efforts and strategy, though a big component of his role will focus on the social justice issues surrounding legalization. Specifically, Jay will work to improve the representation and participation of previously incarcerated people who are still being kept out of the legal weed business in large numbers. Per a statement, Jay-Z’s efforts in this realm will include “advocacy, job training and overall employee and workforce development.” Read more in Rolling Stone.

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