Billionaire rapper and entrepreneur Jay Z is  the latest celebrity to join the ever growing cannabis industry. Shawn Carter known in showbiz as Jay Z will serve as the chief brand strategist of Caliva, a buoyant California based company .

NFL quarter back Joe Montana is an investor in the same company.The lure to accept recreational canabis is gaining grounds in US with 11 state legalizing the recreational use of the contentious weed.

"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."

Privately-owned Caliva, formed in San Jose in 2015, said on Tuesday that Jay-Z had entered a long-term partnership in which he will focus on outreach and the creative direction of the company.

Jay-Z, 49 was named by Forbes magazine in June as the first hip-hop artist to become a billionaire thanks to investments in clothing, champagne, the ride-hailing service Uber and his Roc Nation entertainment company.