Roc Nation is getting in the greeting card business.
JAY-Z’s company has partnered with American Greetings for a line of greeting cards, digital e-cards, and virtual paper cards. According to Billboard, the greeting card maker will leverage the Roc Nation brand as well as its star-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.”
The initial products will be an extension of American Greetings’ “Celebrity SmashUps” collection of digital cards, where customers can get personalized messages and custom lyrics from celebrities including Dolly Parton, Michael Bolton, Smokey Robinson, and Shaq. The “Celebrity SmashUps” cards will be available first, followed by a line of physical and virtual 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.”
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.