Caliva Ltd, a cannabis cultivation and consumer company based in California, head-hunted Carter as its new chief brand strategist on a multi-year contract.

At Caliva he joins a 600-strong workforce spanning its factories and retail sites across California.

The company has said in a statement that Mr Carter will be increasing opportunities for prisoners leaving on parole, primarily through job training into the legal cannabis industry.

This keeps in line with Mr Carter’s other social impact projects including the Reform Alliance, whose mission is the reduce the amount of people incarcerated in the US.

Carter says: “Anything I do, I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavour.

“We want to create something amazing, have fun in the process, do good and bring people along the way.”

Fellow rapper Snoop Dogg is also heavily involved in the cannabis industry, having released his own cannabis line, Leafs with Snoop, in 2015.