Clifford “T.I.” Harris will be tackling social issues in 2021 for the new cannabis company, Viola. On Monday (Dec.28), the California-based company announced via press release they appointed the “About The Money” recording artist as Viola’s official “Social Justice & Reform” ambassador. Under the company’s Voila Cares initiative, T.I. will assist in the mission to create “100 black millionaires in the near future.”
The new position expands on T.I. and Viola’s original collaboration with the music mogul’s fashion line, AKOO, in which the two entities partnered up for a limited-edition capsule collection. Viola’s resume includes collaborations with other popular Hip-Hop stars like G Herbo. In the press release, Viola explains T.I.‘s duties as “pioneering initiatives that make the cannabis industry more diverse, equitable and inclusive.”
On the new position, Tip speaks on continuing to work with the brand in a statement, saying, “I have the utmost respect for Al and all the work he has done with Viola to increase minority representation in cannabis and help Black and brown communities who have fallen victim to the War on Drugs. Together we will expand social justice reform by providing tangible resources for disenfranchised communities and opportunities to build economic autonomy within the cannabis industry.”
The new role adds to the King of the South’s already extensive portfolio which includes acting, host, real estate and executive producer. T.I. released his latest album, Libra in September via Grand Hustle/EMPIRE.
Viola is owned by retired-NBA star Al Harrington.