San Francisco (CNN Business) You can't knock the hustle: Jay-Z is joining the cannabis industry.

Shawn "Jay-Z" Carter — billionaire rapper , producer, entrepreneur, philanthropist, and Beyoncé Knowles' husband — will serve as the chief brand strategist for Caliva, a burgeoning California company that counts former star NFL quarterback Joe Montana as an investor.

"Anything I do, I want to do correctly and at the highest level," Carter said in a statement on Tuesday when the partnership was announced. "With all the potential in the cannabis industry, Caliva's expertise and ethos makes them the best partner for this endeavor."

Caliva said Carter was not available for comment.

In addition to influencing Caliva's creative direction, social justice will be a key component of Carter's role, Dennis O'Malley, chief executive officer of Caliva, told CNN Business. He'll be involved in outreach programs — such as job training, advocacy and workforce development — to help create more opportunities in the industry for people who were negatively affected by the War on Drugs.

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