JAY-Z is getting into the cannabis business.

The hip-hop mogul has announced his first cannabis line, Monogram. The brand was born from JAY-Z’s partnership with California-based cannabis company Caliva, with whom he joined forces as Chief Brand Strategist in July 2019.

According to a press release, Monogram prides itself on its “careful strain selection, meticulous cultivation practices, and uncompromising quality,” while seeking to “redefine what cannabis means to consumers today.” The brand has unveiled its website and social media channels, and is planning an imminent launch for its inaugural product line through an e-commerce platform.

JAY-Z is the latest rapper to enter the cannabis space. In November 2019, Drake partnered with Toronto-based Canopy Growth Corporation to launch his More Life Growth Company. Snoop Dogg, Wiz Khalifa, and Juicy J have also made plays in the cannabis market.

Monogram is the latest business venture for JAY-Z, whose billion-dollar empire includes Roc Nation, D’Ussé cognac, his TIDAL streaming service, and Armand de Brignac champagne.