JAY-Z has launched his first cannabis brand, Monogram. On Friday (Oct. 23) the billionaire-entrepreneur unveiled the brand’s new website and Instagram account. Interested shoppers can sign up for email alerts on the Monogram website to be notified when the inaugural line of products arrives.

Monogram marks the first development to emerge from JAY’s partnership with Caliva, a California-based cannabis company that the Grammy Award-winning rapper joined forces with in 2019. JAY serves as Caliva’s Chief Brand Strategist and previously said he would focus on marijuana-related social justice issues, including bolstering representation in the cannabis industry.

“Anything I do, I want to do correctly and at the highest level,” JAY-Z said in a statement at the time.

“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 has yet to provide a statement about his newest venture, but a press release notes that the Monogram “seeks to redefine what cannabis means to consumers today.” According to its website, the brand is a “collective effort” that aims to create a “new chapter in cannabis defined by dignity, care and consistency.”

Besides his entrepreneurial pursuits, JAY-Z has also been active on the racial justice front this year through his REFORM Alliance. The coalition recently celebrated a win, as California Gov. Gavin Newsom signed Assembly Bill 1950 into law earlier this month. The legislation, which was supported by JAY, made substantial strides toward probation reform.

“I want to thank Governor Newsom for his leadership in signing AB1950 — the most transformative probation bill in this country to date,” JAY-Z said previously. “This is a first step that I hope introduces a wave of much needed change throughout the country.”