That effort ties into Jay-Z's Reform Alliance, which established with Van Jones, Meek Mill, Michael Rubin, Robert Smith, Robert Kraft and others in January. The alliance aims to change the criminal justice system in America, particularly probation and parole policies.
O'Malley told CNN the partnership is "a sea of change in terms of the visibility to the industry."
"For Jay-Z to seek out Caliva as a partner is humbling and confirms our mission of being the most trusted name in cannabis," O'Malley said in a statement, according to Variety. "To find that we were in complete alignment around our values and ethos was just a home run. We believe this partnership is unparalleled in this or any business and we could not be more pleased to be working with him and have him as our Chief Brand Strategist. Look for some great things ahead!"