In October, news broke that hip hop icon, entrepreneur and all-around business mogul Jay-Z was officially tossing his iron into the cannabis fire with the launch of Monogram. There was a website and mission statement but no specifics were known about the product line, strains or packaging of the forthcoming brand.
“Monogram marks a new chapter in cannabis defined by dignity, care and consistency,” read the site at the time. “It is a collective effort to bring you the best, and a humble pursuit to discover what the best truly means. Progress is endless.”
The wait is over.
Jay-Z’s Monogram debuted Thursday, revealing an 18-month process of “careful strain selection and meticulous cultivation practices,” per the company about its debut collection. It includes four numbered strains designated light, medium, or heavy, along with sensory descriptions for every product within the line, from pre-roll to handroll to flower.
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The Monogram strains — No. 88, No. 96, No. 70 and No. 01 — are currently available via the brand’s three product classes: OG Handroll ($50), inspired by premium cigars and designed using a proprietary roll technique allowing the flower to burn for multiple sessions by Monogram Culture and Cultivation ambassador DeAndre Watson; Loosies Pre-Roll Pack ($40), which contains four 0.4g pre-rolls that have been individually wrapped to foster communal smoking with ease; and Flower ($70), available in 2g and 4g jars, the line is grown in small batches and each flower is hand-selected and hand-finished by Mongram experts to provide the best possible experience, from grow to smoke.
Monogram springs from Jay-Z’s partnership with California-based Caliva, a company he joined in July 2019 as chief brand strategist. Following Caliva’s recent agreement with the Parent Company (TPCO), Jay has since accepted the role of chief visionary officer for the newly formed corporation. Per Monogram, the product is at the Parent Company’s flagship growing facility in San Jose, California, using a batch-by-batch approach led by Watson, who has been working in the cannabis space for more than 25 years.
In a rare move, Jay-Z included a statement as part of today’s launch and in doing so, promised that “we’re just getting started” while also praising Monogram’s quality and consistency. “Cannabis has been around for thousands of years, yet it is still an industry whose legacy of skilled craftmanship is often overlooked,” said the mogul, also known as Shawn Carter. “I created Monogram to give cannabis the respect it deserves by showcasing the tremendous hard work, time and care that go into crafting a superior smoke.”
All Monogram products are available for purchase via the brand’s website, via Caliva’s website and select Caliva locations.
Jay-Z is not the only celebrity in the cannabis space. Following more widespread legalization of marijuana across the United States, many stars have jumped in the booming business, including Seth Rogen, Snoop Dogg, Jim Belushi and Chelsea Handler, among others.
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