Jay-Z promises a “a new chapter in cannabis” with Monogram

The rapper born Shawn Carter has launched a brand that touts a “superior smoke”


A screen capture from the Monogram website.


It’s a part of the Jay-Z legend that he spent his formative years dealing crack cocaine. Now, under the name Monogram, he’ll be selling a very different drug—namely cannabis—to a very different type of consumer. Let’s leave the possible irony of all that for someone else to unpack, though.

What’s actually relevant is that the rapper born Shawn Carter has launched a brand that promises “a new chapter in cannabis”. What does that mean, exactly? According to a press release: “With its careful strain selection, meticulous cultivation practices, and uncompromising quality, MONOGRAM seeks to redefine what cannabis means to consumers today. 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.”

Chief brand strategist

You might recall that in the summer of 2019, the California-based cannabis company Caliva announced that it was bringing Jay-Z on board. He was to be its chief brand strategist. In a press release issued at the time, Caliva indicated that Carter’s role would have a social-justice component.

“In this position, Mr. Carter will focus on and work to increase the economic participation of citizens returning from incarceration—many of who are not seeing the monetary benefits of legalization—through advocacy, job training and overall employee and workforce development,” the company said.

From a product perspective, Monogram’s website touts its small-batch growing and hand-finishing, which it says will lead to a “superior smoke”.

While that remains to be seen—or, you know, smoked—one thing is certain. With its slick visuals and even a playlist (titled Sounds From the Grow Room) Monogram has got the branding part on lock.

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