The people have spoken and after Michael B. Jordan faced a wave of backlash over the name of his J’Ouvert Rum brand with many people taking issue with the Black Panther star’s use of the name and lack of cultural ties to it, he has decided to listen to the people and course correct.
Jordan posted a message to his Instagram story on Tuesday, apologizing and vowing to change the name of his rum brand after he was criticized for its use which is “deeply rooted in Trinbagonian and Caribbean culture.”
He wrote: “I just want to say on behalf of myself and my partners, our intention was never to offend or hurt a culture we love and respect and hope to celebrate and shine a positive light on. Last few days has been a lot of listening a lot of learning and engaging in countless community conversations. I hear you and want to be clear that we are in the process of renaming.”
A Change.org petition is gained traction online and has more than 11,000 signatures.
The petition was started to stop Jordan, citing inaccuracies with his trademark.
It reads:
“The word J’Ouvert is deeply rooted in Trinbagonian and Caribbean culture.
The word J’Ouvert heralds the annual indigenous festivities of T&T’s beloved Carnival, which began in the 1800s and is still practiced globally by people in and from the Caribbean.
“The name J’Ouvert originates from the French jour ouvert, meaning day break or morning, and signals the start of Carnival.” (NYC.gov)
Hollywood actor Michael B. Jordan is celebrating the launch of his newest venture, a rum titled, J’Ouvert. SEE HERE.
It was recently discovered that in the official USPTO filing by Attorney Ryan Louis Shaffer for the use of the word J’Ouvert, under international classification 33: Alcoholic beverages, except beers (U.S. codes 047, 049), the official document states that, “The wording “J’OUVERT” has no meaning in a foreign language.” (SEE HERE)
We are not a powerless people! We are a people rich in culture, history and love. It’s time we love ourselves enough to stop the sale of our culture to foreign entities that do not respect or value our global contributions, and who do not support and uphold our countries in respectful, long-lasting, tangible and verifiable ways!”
The petition which was started by someone named Jay Blessed outlines a number of demands to the United States Patent and Trademark Office.
The demands include:
- We’re asking that this filing be dismissed because of the above fraudulent and inaccurate statement.
- We’re asking that Investigator Maria Rivera Sanchez and the USPTO pause their final decision on the trademark of the word J’Ouvert by foreign entities for the use of the sale of rum.
- We are asking Angostura and other Carnival stakeholders be transparent in their business involvement.
- We are asking Michael B Jordan to do the right thing by calling this a loss!
Some commenters believe Jordan is “stealing the culture.”
Another person on Change.org, Jarrah Faye said, “I’m not Caribbean but I’m Senegalese, and I understand what it feels like to have your culture taken for granted! I’m signing in solidarity!”
Looks like the whole ordeal was a teachable moment for Jordan.
