Jay-Z is a man consistently on the move.
After selling his ownership stake in TIDAL to Jack Dorsey’s Square for $350 million, the Brooklyn-born MC was announced as part of the 2021 class being inducted into the Rock and Roll Hall of Fame. Now, to pull off the triple crown for the month, Jay-Z’s Roc Nation company has partnered with American Greetings for a line of greeting cards, digital E-cards, and virtual paper cards.
According to Billboard, the popular greeting card company will leverage the Roc Nation brand and its superstar-studded roster to create customized digital and physical products. “When we were introduced to the leaders at American Greetings and began discussing the idea of customized greetings, both on behalf of Roc Nation and its artists, we felt like it was a natural fit,” Brett Yormark, Roc Nation’s president of business operations and strategy, said in a statement. “It is an unexpected category that in many respects, given the breadth and depth of our talent, gave us a [different] way to reach new audiences.”
Built upon the already existing “Celebrity SmashUps” collection of digital cards, in which customers receive personalized messages and custom lyrics from famous faces, such as Shaquille O’Neal, Dolly Parton, Smokey Robinson and more. These “Celebrity SmashUps” will be available first, followed next by a line of physical and electronic paper cards.
“We build relationships with leading global companies and we’re thrilled to add American Greetings as our greeting card licensee,” said Tom Caravella, managing director for Roc Nation United. “Roc Nation United is focused on creating innovative ways for artists and athletes to connect with their fans, and this new relationship with American Greetings is a great opportunity to do so in a very special and entertaining way.”
With no definitive timetable between Roc Nation and American Greetings, a website is currently in place to keep eager greeters updated with more information to come.
It’s unclear which Roc Nation artists will be participating in the multi-year, multi-artist partnership. A website has been set up in the meantime, with more information to come.