Jay-Z’s Roc Nation will partner with American Greetings to deliver various greeting cards, digital e-cards, and virtual paper cards in collaboration with their diverse roster of artists.

Roc Nation’s President of Business Operations and Strategy, Brett Yormark, explained the partnership and why it made sense.

“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,” he said. “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.”

“We build relationships with leading global companies and we’re thrilled to add American Greetings as our greeting card licensee,” managing director for Roc Nation United, a strategic licensing alliance between Roc Nation and United Entertainment Group, Tom Caravella adds. “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.”

When will the greeting cards hit market is currently pending.