Jay-Z, the iconic American rapper, is making waves in the cannabis world with his new brand Monogram, targeted toward discerning high end customers. With a focus and narrative build around quality, and the fight for social equality, this collaboration with Caliva puts a heavy emphasis on brand power as many details about its products remain a deliberate, or unfortunate, mystery.
The multi-award winning rapper Jay-Z presented Monogram in association with the cannabis company Caliva. This new line of cannabis promises to the consumers a new experience, particularly in terms of the quality of its products.
“Monogram marks a new chapter with cannabis defined by the dignity, care and coherence. It is a collective effort to offer the best product and a humble search to discover what the best cannabis really means”, mentions the brand’s website.
Three defining principals make big promises on quality
According to monogramcompany.com, this new line of cannabis is based on three fundamental principles. The first one is the expertise in the processes of sowing, harvesting and quality control. “From the soil to the seed, Monogram’s expert growers use a lifetime of growing experience to ensure that our flowers are treated with the respect they deserve at every stage of the growing process” they claim.
The second principle refers to the cultivation of cannabis in small lots, a technique that allows each plant to receive personalized attention from its growers.
Finally, the third principal refers to the hand finishing which is done by a team of experts who judge and select each flower by hand. The company has developed an extended controlled environment program to protect against humidity, ensure post-harvest care, and proper trimming and washing of the plant. Intended to ensures that the finished product is the best possible.
“With its careful strain selection, meticulous cultivation practices and uncompromising quality, Monogram seeks to redefine what cannabis means to today’s consumers. In an effort to provide a more personalized experience for customers, the brand will also be launched through a best-in-class e-commerce platform dedicated exclusively to its unique product line,” the company noted in its press release.
Monogram bets on Jay-Z branding
It is important to specify that neither Caliva nor the singer have provided more details about the type of cannabis that the line will offer. Neither have they offered any official launch date, but it is proclaimed that people who register on the website will have the opportunity to be the first buyers.
It is also worth indicating that the singer chose the state of California as the seat of his new company, because, in the sunny state, recreational adult cannabis use is legal. Also, admirably, Jay-Z recognizes that he does not know many aspects of the cannabis industry, but that it is not the first time that he starts a business in a field he is relatively unfamiliar with.
Monogram in defense of cannabis
While he may not be an industry insider, the rapper has been an advocate of cannabis use for a long time. A position based on decriminalizing the plant with the objective to end the war against drugs. For which he even had a collaboration with the Drug Policy Alliance for an opinion article in the New York Times in 2016.
In addition, the rapper has written several influential songs with reference to cannabis and his sense of social justice. His lyrics focused on the plant have echoed throughout cannabis using community, who in the not too distant future could become his customers.
Jay-Z building Monogram in a growing but uncertain industry
For his part, Dennis O’Malley, executive director of Caliva, alluded that the business is immersed in a sea of changes in terms of visibility and durability. As a result, they took this partnership with a healthy dose of humility and acknowledged responsibility over its future.
“Together we hope to shape the conversation about cannabis, foster equality and fairness in the development of the industry, promote awareness of the many uses and benefits of cannabis, and empower consumers to feel free to use cannabis as, when and where they want,” Caliva said in the aforementioned newsletter.
As part of this strategy to increase speculation, Jay-Z launched a playlist entitled Monogram: Sounds From the Grow Room on the Tidal Broadcasting Services platform. The playlist includes Bob Marley, The Beatles and Rihanna. It seems celebrities are certainly moving in the cannabis world.
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First published in El Comidista, a third-party contributor translated and adapted the article from the original. In case of discrepancy, the original will prevail.
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