/  03.01.2021

JAY-Z’s first cannabis line, Monogram, launched a new drug awareness campaign.

On Monday (March 1), Monogram released several ads, which heavily criticized the war on drugs — especially in the African American community. “Weed is a federal crime, even in the states where sex with farm animals isn’t,” read one campaign poster. “The war on drugs worked, if systemic racism was the goal,” read another. “You can marry your first cousin in more states than you can buy recreational weed,” read a third.

Cannabis laws are out of date and disproportionately cruel and punishing when compared to the rest of the legal code. We still don’t have proper regulation for texting and driving in Missouri, but staying home and smoking weed will get you locked up,” said the 4:44 emcee in a statement.

“I created this campaign to amplify the voices of those who have been penalized for the very same thing that venture capitalists are now prospering from with the emerging legal cannabis market,” JAY added. “Far too often, we forget that these are real people whose everyday lives and futures have been affected by this outdated legislature — people like Bryan Rone, who can no longer pursue a career in sales because of a cannabis-related conviction in 2003.”

The Brooklyn rapper launched Monogram back in October. The cannabis line marks the first development to emerge from his partnership with Caliva, a California-based cannabis company that the Grammy Award-winning rapper joined forces with back in 2019.

JAY serves as Caliva’s Chief Brand Strategist and previously said he would focus on marijuana-related social justice issues, including supporting representation in the cannabis industry. 

According to its website, the brand is a “collective effort” that strives to create a “new chapter in cannabis defined by dignity, care and consistency.”

Check out Monogram’s new ads below.



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