The rapper said in a statement that he entered a multiyear deal where his role will consist of driving creative direction, outreach efforts and strategy for the brand. The rapper will also work on social issues through the partnership and push economic participation of people returning from incarceration through job training.

He said “Anything I do, I want to do correctly and at the highest level. 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.”