Los Angeles-based leading cannabis brand Viola — known as the largest Black multi-state cannabis operator in the nation founded by NBA vet Al Harrington — is expanding its reach by way of its latest partnership with hip-hop icon, actor, producer, and entrepreneur, Tip “T.I.” Harris.

According to a press release, T.I. will join the Viola team as the brand’s Social Justice and Reform Ambassador where he will bring forth his decades of experience with community advocacy and social equity work.

Viola shares T.I.’s responsibilities within his senior advisory role include directing Viola’s community impact strategy and driving its mission for racial equity and justice to help pioneer initiatives that will create more diversity and inclusivity in the cannabis industry.

“As we continue to increase our social imprint within the cannabis industry, I am honored to welcome my brother T.I. into the Viola family,” Harrington said in a statement. “His work helping communities of color over the years directly aligns with Viola’s core values as we look to meet the needs of underserved communities by fostering new opportunities for people that look like us.”

T.I.’s previous work in underserved communities includes multiple organizations and initiatives such as For The Love Of Our Fathers and Harris Community Works (Atlanta).

With the combined efforts of T.I., Viola will further encourage mass social reform in the cannabis industry. Eventually it will lead to forthcoming initiatives such as supporting adult halfway houses accross states like CA, CO, OR, WA, MI, and OK in partnership with T.I’s social justice nonprofit, Us or Else.

The partnership with T.I.’s nonprofit will also reportedly offer scholarships to HBCU students studying the cannabis field at Southern University.

“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,” T.I. said in a statement. “Together we will expand social justice reform by providing tangible resources for disenfranchised communities and opportunities to build economic autonomy within the cannabis industry.”

Viola has committed the brand’s purpose to extensive social equity work conducted through its recently launched hallmark charity program, Viola Cares.

The vision behind Viola Cares not only fuels the brand’s core social justice values, according to CNBC, but it’s also the inspiration for Harrington’s pursuit to produce 100 Black millionaires in the near future.

With this new extension, Viola continues to give back to communities of color affected by the War on Drugs and create opportunities for individuals transitioning into the legal cannabis business.

For more information about Viola, visit its website.