Photo by Vivien Killilea/Getty Images for PUMA

A month after being crowned Hip Hop’s First Billionaire, Jay-Z is showing us exactly how he’s managed to land the coveted title with his newest business venture into the cannabis industry. Meet Caliva’s Chief Brand Strategist.

So who and what is Caliva? According to its site, “Caliva is a cannabis consumer products company focused on the direct to consumer market within California, enabled by full-spectrum vertical integration.” And what will Mr. Carter’s role be exactly? In a statement, the company says, “he will play a crucial role driving creative direction, outreach efforts and strategy for the brand…he 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.”

Photo by Shareif Ziyadat/Getty Images

And that’s what’s most impressive about the long-term deal, allowing former inmates to reap the benefits of the very thing they spent years in prison for.  This is not surprising for the 49-year-old, who is no stranger to advocacy and philanthropy. Earlier this year Roc Nation helped get justice for Jabari Talbot, the 11-year-old boy who was arrested after refusing to stand for the pledge of allegiance. From investing in apps centered around promoting black businesses and life insurance to the beautiful documentaries on Trayvon Martin and Kalief Browder, it’s a no brainer he was named Entertainer of the Year at the 50th NAACP Image Awards. Watch his inspiring speech below.

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