Hemp

JAY-Z’s new Monogram of hashish is unpacked and checked

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I have 99 problems, but JAY-Z’s weed isn’t one.

The 22-time Grammy-winning rapper debuts in the California adult marijuana market this year with a premium-priced luxury weed brand – Monogram.

Actual herb quality varies, and the price attracts haters. But JAY-Z is an American icon. He is a New York King and the owner of Roc Nation.

Beyonce’s husband orders legions of fans with cash and humble dreams to buy out not just the weeds, but the company’s backstory and even fresh stock.

What we checked

So fresh and so clean and clean: Monogram makes a serious first impression. (David Downs / Leafly)

This January Leafly checked the following:

2 grams of the “No. 3 “flower ($ 40 + tax), 2 grams of the” No. 1 inch flower ($ 40 + tax), a 1.5 gram hand roll ($ 50 + tax), and the pre-roll 4-pack No. 96 (40 USD)

The looseness was mediocre, the hand roll and flower # 1 were satisfactory, and flower # 3 took the throne. All of this was a viable first effort from a celebrity brand.

Naming system of the monogram

Monogram was grown indoors in San Jose, California, avoiding strain names and THC levels. Instead, stems become numbers and the potency is either “light”, “medium”, or “hard”.

As a consumer, this is not helpful.

The number 1 appears to be an OG Kush and the number 3 resembles an exotic cookies cross. But how do lovers of OGs and gelatos find these on the shelves?

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It’s like wine: cannabis ancestry brings an audience with it. Monogram throws off this brand value.

Plus, people like their THC levels. Yes – some laboratory fudge scores. Yes – THC doesn’t tell the full story, but it’s better than nothing. Maybe you label it “No. 1, medium, “but tape the details on social media or something.

Monogram No. 1 details

Monogram No. 1 close-up shows quality.  (David Downs / Leafly)Monogram No. 1 close-up shows quality. (David Downs / Leafly)

Anyway – Medium # 1 smelled like an OG cross and looked, tasted, and felt like one: a hybrid, body-hugging, talkative, sensory enhancer. Do not watch the throne level, but solid Class A interiors. Respect.

Monogram number 3 details

Monogram number 3 could be Kush Mints. (David Downs / Leafly)

The no. 3, difficult “deserves the throne.

It looked icy and exotic white-green-purple, with a complex, sweet smell of cake and fuel. The # 3 nugs felt hyperdense and powdery with trichomes. The basic aroma hit spicy, sweet, tasty and cherry. It had a cherry ice flavor and moderately potent effects with crazy appetite stimulation.

The # 3 deserves the title of “luxury,” and you pay for it – $ 40 plus tax for two grams.

Monogram 1.5 gram hand roll details

The monogram hand roll is a bat.  (David Downs / Leafly)The monogram hand roll is a bat. (David Downs / Leafly)

You will feel Shawn Carter’s style in the black handroll tote bag and the handcrafted fat inside.

Big and black, the size is impressive. It conjures up the doinks who roll potted planters with pounds sitting around. “Oh, you feel like it, right?”

The downside: half of the terpenes – the aromatic molecules that give the bud its character – had left the building. This pre-roll still smelled better than the industry average, but that doesn’t say much.

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High Quality Marks: Nugs, not a dry shake, went into this joint, and the flower wasn’t machine ground. The dry hit tasted mild, pine and lemony. It burned well and drew well – harmless and useful in every way.

Real weed heads don’t pay $ 50 for 1.5 grams as stoners can roll their own. However, this makes a great gift for the college friend you were listening to The Black Album with. Sales data shows a growing percentage of customers willing to pay $ 80 and up for an ounce of weed.

Loose monogram No. 96 details

Monogram loose no.88 (Courtesy Monogram)Monogram loose No. 88 pack of four (Courtesy Monogram)

Here we are at the weakest link and it is still not bad. The No. 96 Loosies are four small joints in a black case – ideal for a beach get-together. People can smoke their own because they don’t pass this shit on now.

Unfortunately, the terps here were industry standard MIA: they were missing in action. The connecting pipe had no great smells, the weeds smoked neutrally, like the usual house rolls around the bay. It wasn’t hard or bad tasting, just unforgettable.

The story behind the bud

But here’s the thing: when you buy Monogram and smoke, you are not only buying herbs, but also a story. The brand received mentions on Saturday Night Live and The Tonight Show with Jimmy Fallon, as well as Instagram features from Jadakiss.

Carter started working with major California licensee Caliva in July 2019. He is the Chief Visionary Officer of Monogram and has a 50% interest in the brand.

Both Caliva and Monogram and more than a dozen brands are now part of Shell’s The Parent Company. You are aiming for the crown of “California’s Largest Public Cannabis Company”.

Selling weeds and broth

Look beyond the trees – this is a paper game. Federal Reserve interest rates make money almost free, and amateur day traders feel frothy.

In addition to buying the weed from JAY-Z, you can also buy securities in the parent company’s parent company, Subversive Capital Acquisition Corp. Subversive, is a so-called Blankoscheck Society (SPAC) that is explicitly seeking to consolidate or upgrade cannabis brands in California and beyond:

Subversive raised $ 75 million on Canadian stock exchange NEOJAY-Z received 5 million shares in The Parent Company, while Roc Nation received $ 25 million in shares and an annual fee of $ 7.5 million. The four-month-old “SBVCF” security business is also traded with US entertainers Rihanna, Meek Mill, Yo Gotti and DJ Khaled are registered investors

According to the Wall Street Journal on Jan. 14, early SPAC investors like JAY-Z carry little risk and can take big profits.

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“It’s a free lunch – there’s no getting around it,” New York University’s assistant law professor Michael Ohlrogge told the WSJ.

And late investors end up keeping their pockets. Instagram commenters appeal to SBVCF, but buyers watch out: this is a four-month-old, over-the-counter stock – untested and volatile.

All of this means, your relationship with Monogram will affect the way you enjoy it.

In one corner, the financially struggling legacy producers reflexively hate the new competition. In the other corner, amateur stock pickers have a lot of personal needs.

(Disclosure: I do not own any stocks or positions in SBVCF; I have lost my own 401 (k) password.)

The final result

Monogram isn’t for real gamers, but the real gamblers are disappearing – melting icebergs in the warming sea of ​​legal weeds.

Mainstream Grammy watchers are feeling chic with Monogram this winter, and Jigga’s partner Caliva will deliver.

Caliva processed 1.5 million legal weed transactions in California alone in 2020. Monogram is currently sold out. You can’t knock this rush.

David Downs

David Downs directs news and lifestyle coverage as chief of the California Bureau for Leafly.com. He has written for WIRED, Rolling Stone and Billboard and is the former cannabis editor of the San Francisco Chronicle and author of several cannabis books including ‘Marijuana Harvest’ by Ed Rosenthal and David Downs. He is the co-host of the Hash podcast. TW: @davidrdowns | IG @daviddowns

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