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Jay-Z’s Roc Nation imprint has just joined forces with American Greetings to deliver various greeting cards, digital e-cards, and virtual paper cards in collaboration with Roc Nation’s diverse roster of artists.

According to Billboard, the deal was brokered as an extension of American Greeting’s Celebrity SmashUps line, where artists can send personalized messages to fans via the service. While it hasn't been confirmed, one could glean that this could open that service up to big-name artists like Megan Thee Stallion, Rihanna, and more in partnership with Roc Nation.

Roc Nation’s president of business operations and strategy, Brett Yormark, explained why the two decided to team up, 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.”

There is no word on when any of these virtual or physical cards will hit the market yet.