MEAWW.COM / ENTERTAINMENT / MUSIC

Jay-Z curates playlist featuring Rihanna to promote 'Monogram' weed, fans call it 'something to watch out for'

Jay-Z, to promote 'Monogram', curated a playlist on the streaming service Tidal titled 'Monogram: Sounds From The Grow Room'

Jay-Z, the rapper who's also a bonafide business tycoon, made his official foray into the marijuana business after launching new cannabis brand called ‘Monogram’. Last year, in 2019, the Brooklyn rapper was appointed the Chief Brand Strategist for California-based cannabis company Caliva. Sharing details about the new brand in a press release, Jay-Z said he seeks to "redefine what cannabis means to consumers today" through "careful strain selection, meticulous cultivation practices and uncompromising quality".

Though still not clear whether 'Monogram' will be available for purchase in dispensaries or what locations will stock the forthcoming brand, its official website, which can be visited here, reads: "Refining standards, redefining growth. 'Monogram' marks a new chapter in cannabis defined by dignity, care and consistency. It is a collective effort to bring you the best, and a humble pursuit to discover what the best truly means. Progress is endless." An official release date hasn’t been announced, but potential customers can sign up on the website to be one of the first to try it.

The Roc Nation boss, to promote 'Monogram', curated a playlist on the streaming service Tidal titled 'Monogram: Sounds From The Grow Room'. It consists of multiple tracks which are well-known weed anthems by hip-hop artists like Outkast, Dr. Dre, Cypress Hill, The Luniz and Scarface. Jay-Z also included non hip-hop tracks by musicians such as Rihanna, Fela Kuti, Stevie Wonder, Bob Dylan, The Beatles, Bob Marley, Peter Tosh, Billy Boyo and Barrington Levy. The complete playlist features 23 tracks, and can be accessed here.

Reactions

Twitter was quick to trend Jay-Z's name on the micro-blogging site. One user tweeted, "Jay-Z is growing this marijuana called 'Monogram' and I can only assume that the name means you only need a gram. Challenge Accepted," while another added, "Jay Z is gonna be out here making weed dumb expensive #Monogram." A different user, commenting on the playlist, said, "Baba Fela song dey Jay-Z new igbo playlist. Ps. He just launched his own cannabis line 'Monogram'. Something to watch out for," and another, posting a negative tweet, wrote, "Jay-Z weed company will be dead or a joke in less than five years, screenshot this tweet."

Last year, after being appointed as Caliva's chief brand strategist, Jay, in a statement, said: "Anything I do, I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva's expertise and ethos make them the best partners for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way." Jay-Z’s role at Caliva involves advising the company on creative decisions, outreach efforts and strategy as well as advocating for the social justice issues related to weed legalization.