The new partnership will be an extension of American Greeting’s Celebrity SmashUps line, where fans can request their favorite artists to send them personalized messages. Roc Nation hasn’t yet disclosed which of its artists it will be bringing on to this special project, but a good guess might be some big names like Megan Thee Stallion, Rihanna and, of course, HOV himself.
Brett Yormark, Roc Nation’s President of Business Operations and Strategy, explained in a statement why the partnership made sense for them. “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,” said Yormark. “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.”
Roc Nation has yet to disclose when these virtual or physical cards will become available.