J’ouvert is an annual celebration held throughout the Caribbean. The celebration has a lot of backstory and history, as it is rooted in Carnival celebrations but also through celebrations marking the end of slavery in the West Indian countries. J’ouvert has special significance in countries like Grenada and Trinidad and Tobago. It has huge cultural significance. I’m sure Michael B. Jordan knew some of the cultural backstory and history, but that didn’t stop him from naming his rum J’Ouvert. Yikes! He’s also filed for a trademark for the name. Double yikes. Nicki Minaj (who is Trinidadian) took him to task:
Not everyone is intoxicated by the name of Michael B. Jordan’s new liquor company. Over the weekend, the Black Panther star’s girlfriend, Lori Harvey, shared photos from an apparent launch party for a rum called J’Ouvert. “Congratulations on the launch of your rum baby!!! I’m so proud of you!!!” Lori captioned an Instagram Story photo of Michael at the gathering, according to screenshots shared on social media.
However, many took social media to express their disappointment with the 34-year-old actor’s company name, including Nicki Minaj. Some have even accused the brand of cultural appropriation. Traditionally, J’Ouvert is a festival that celebrates Caribbean culture. In addition to being held annually in Trinidad, Tobago and Grenada during Carnival, it’s also celebrated worldwide.
On Instagram, Nicki, who is Trinidadian, re-posted the historical significance of why J’Ouvert is observed and called on Michael to consider changing the brand’s moniker.
“I’m sure MBJ didn’t intentionally do anything he thought Caribbean ppl would find offensive,” the Queen rapper captioned her post on Tuesday, June 22. “but now that you are aware, change the name & continue to flourish & prosper.”
According to screenshots from the brand event, the packaging for the rum included a message about J’Ouvert’s history. “Derived from the Antillean Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as celebrations of emancipation combined with Carnival season to serve as the festival informal commencement,” a statement read. “Crafted on those same islands, J’OUVERT Rum is a tribute to the ‘party start.'”
The liquor brand’s trademark for the name J’Ouvert, which was filed last September under a third party, has also sparked controversy.
What’s particularly curious is that I looked through MBJ’s social media and I didn’t see any references to his rum line or the name whatsoever. The only reason people even knew the name of the rum line is because his girlfriend was posting on her social about it. Which makes me wonder if MBJ knew that the sh-t was problematic from the start. Or maybe he deleted his posts about it as soon as Minaj posted her IG? In any case, as soon as Minaj – and many others – complained about the name of his rum, MBJ apologized. On his IG Stories:
“I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on. Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations…We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologise & look forward to introducing a brand we can all be proud of.”
This apology is the right thing to do, and I’m glad he’s renaming it. I wonder if there would have been such a big backlash if MBJ had Trinidadian roots? Probably, honestly. Because if he had roots in the culture of J’ouvert, he would have known how important it is to the Caribbean culture.
Photos courtesy of MBJ’s Instagram.
He could have at least posted the apology on his actual ig page and not just as a story that disappears after 24h…
Exactly ~ those are PR we’ll never follow through apologies. Trademarking a holiday name is so bad.
Probably should have checked with Trinidadians before naming his rum. I’m Trinidadian but I’m not offended. I can see why other people would be. Nothing else in this country is named J’ouvert and I don’t think any Trinidadian would have have thought to name their rum that. Some people who come to the Caribbean don’t think of us as real people with a culture and history of our own and I think that’s why people like MBJ would do this kind of thing.
I am Barbadian, I am not offended as well and J’ouvert is taking way out of proportion. I appreciate that MBJ took the time to know that Rum is made in the Caribbean. Although, it came from my home Barbados, but nonetheless, it is acknowledged. However, it is of poor taste to name and trademark a Rum called J’ouvert in spite of our cultural significance. Other than that, he has apologized and will give his rum another name.
He trademarked the name… that’s cultural appropriation. I’m Caribbean and I am deeply offended.
J’Ouvert is spiritual to many of us.
Lots of info on @knowyourcaribbean ig
https://www.instagram.com/p/CQc_yfgs4nn/?utm_medium=copy_link
As a Bermudian, I’m offended. J’ouvert didn’t originate here but we do celebrate and are culturally Caribbean despite our location.
I’m offended because he took a culture and monetized it. He has no connection to the culture at all. It’s fine to appreciate a culture and be inspired by it, but to take that culture and monetize?! NOPE.
The biggest issue for me is the trademark. How you can trade mark a culture?! That’s what’s crazy to me. If he were white, people would be LIVID to say the least but he seems to be getting somewhat of a pass because he’s black. It’s still cultural appropriation.
I’m Trinidadian and am mildly offended in the sense of, ‘What ties this man have to J’ouvert and Carnival? None? Change the name nah.” There was no sense of the appreciation of J’ouvert and what it means culturally and historically to Trinbagonians especially Black Trinbagonians. You can’t just take a historically significant name dry so and apply it to your capitalistic endeavour.
This is the kind of thing where I wonder how it got this far. Like, they didn’t think to run it past anyone from Trinidad et al and say, “hey what do you think of this as a name for rum?” No one considered the idea that this could be an issue? It’s the name of your product. Having to rename after launching seems like a huge headache that could have been avoided.
Exactly this @Becks1
As we have seen so many times, a lack of diversity in branding, marketing, and advertising agencies is a huge problem. Agencies dominated by white culture don’t ask other cultures for permission because they feel entitled to take what they want.
Seriously- who thought this was a good idea? It is a bad look for everyone involved and I am glad he is changing it. I really am amazed how easily people can simultaneously co-opt and dismiss Caribbean culture and history.
I think it got that far because he’s kind of at that level where few people are saying “no” to him. Some celebrities get so famous where they just never hear the word “no” anymore. Every idea they come up with is amazing and brilliant according to everyone around them. I’m glad they’re changing the name and not trying to justify it.
I’m feeling cynical today. I think some of these problematic product names are done on purpose to get some media attention. Remember when Kim K gave her shapewear some crazy insulting name? And then changed it to Skims? Like that wasn’t planned as part of the roll out?
@ Astrid — I’m right there with you on Skims, when you can re-brand in 2 days and *poof* look at me being responsible. Nah.
This doesn’t feel like that though — I think this was a straight up bonehead move.
Skims was probably a name that was on the table and that’s why they were able to rebrand so fast. It was probably second favorite or something. When it comes to brand naming, it’s hugely important and several options are typically circulated. Many companies start with an original name and end up rebranding, it’s pretty common and not always due to appropriation controversies. Amazon was originally started as Cadabra (play on Abracadabra), then was Relentless, and then changed to Amazon in the very, very early days. Other names Bezos considered were Awake and Browse. In fact if you type relentless.com or awake.com, those domain names automatically redirect to Amazon. I used to work for Amazon so I did a lot of research on the company origins while I was an employee. My guess is there were other names for the J’Ouvert rum. It won’t take long for them to pick another favorite.
There’s a theory that MBJ’s friend and partner is a Trini (as am I). This Trini guy lives in the US and owns a bar where he names drinks after Trini cultural and historical items/phrases/words. Apparently, he’s been problematic for years and I think people have asked him to stop. Honestly, I agree with Nicki’s post. I don’t think MBJ meant any harm (maybe) but he should rename it. J’Ouvert is a huge part of our annual carnival. If he had gone ahead with the patent, it may have been problematic for our Ministry of Tourism when they advertise our carnival overseas. But I did immediately think of Kim and her attempt to trademark “kimono”.
Cringe. Not a good look for MBJ. Renaming is definitely what he needs to do.
But who are his PR, marketing and legal people advising him on this venture? Apparently people who don’t know what J’Ouvert really means to Caribbean folks. Because they definitely let him down in terms of the due diligence and thorough research on the project.
I read the article twice and still so t understand why it is offensive. It’s hugely significant, but why would that make it a bad name?
the short version is that some things just aren’t for PR. No one would consider naming their booze after the liberation of the camps, after the crusades, after a genocide etc.
Think about it as if they named their rum, ‘Juneteenth’.
@jezz, I am from Trinidad & Tobago where J’ouvert originated as the start of our annual carnival festivities which in turn marks the celebration of freedom of the slaves. It is cultural to us and to the wider Caribbean who also celebrate it, therefore it is offensive. As a black American who understands what freedom of the slaves means to him, would he call his rum Juneteenth?
It’s offensive because A) he is NOT from the Caribbean where J’ouvert has historical and cultural significance nor does he have Caribbean roots and B) trademarking a cultural event is insane! It’s cultural appropriation, plain and simple.
@Jezz while I’ll take others’ word for it that it is offensive, my first instinct is the same as yours. Trademarking the word is clearly problematic (is he planning to enforce that??), but naming a rum after a celebratory time in the home of rum sounds like a celebration of the culture to me.
@SurelyNot and @BeanieBean – Exactly!
I would look at the positive here, which is that it has made me aware of an event which I had no idea existed. In a way I’d almost think the name could be a way to spite negative history while bringing attention to the positive dimension of it (liberation),– so I assume that this was how the name was intended to be interpreted– but I am not the person at all to determine how anyone should feel about using that name.
If some are offended by it, its good that this is being reconsidered.
@ teehee: This is a reasonable, positive perspective. 100% agree with everything you’ve said!
I read on a different article that the company’s co-owner is Trinidadian. But obviously not a celebrity like MBJ. Maybe he came up with the name?
I’m not defending the name choice—just wondered why there’s hasn’t been more mention of his business partner.
Abby, if that is the case, it changes the when situation because then the internet coalition is harassing someone who only wanted to honor -their own- heritage. But it’s also odd that MBJ didn’t bring that up……
I can’t find any legit info on who the owners are. A couple of non-mainstream news articles have said one of the co-owners is Trinidadian and also owns a restaurant in NYC with a Carnival-themed name. But I can’t confirm—that apparently came from someone on Twitter. Would love to see that info!
@CHIMES: If it is true that the company’s co-owner is Trinidadian and suggested the name as as a proud shout-out to his country’s cultural heritage, MBJ mentioning that would have seemed as if he was justifying or making an excuse for how the name came to be.
By saying he will change the name and offering a sincere, no-excuses here apology, he comes out looking good.
Given the historical significance of the name, perhaps it was not the best choice for branding his rum (check teehee’s take above), but he listened to the backlash and I gotta say, I’m impressed by that.
Yeah Hell, I think that’s right. If he had mentioned it, people would have ripped him and mocked him for “but my bf is black” kinda thing. He made the right choice here. When you’re in a hole, stop digging. I really like Jordan.
from the article excerpt:
“According to screenshots from the brand event, the packaging for the rum included a message about J’Ouvert’s history. “Derived from the Antillean Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as celebrations of emancipation combined with Carnival season to serve as the festival informal commencement,” a statement read. “Crafted on those same islands, J’OUVERT Rum is a tribute to the ‘party start.’”
it looks like they thought they were paying tribute by using the name but one has to wonder what PR firm wouldn’t have tested this to get the reaction from focus groups that included Trinidadians
According to HipHop Wired, MBJ was working with Scott Robert Williams on the rum. Williams was born in Trinidad and grew up in NYC. He also co-owns the Las Lap bar.
There’s an article about Williams here:
https://coveteur.com/2020/04/10/las-lap-bar/
Jumping in with my Trinidad POV. I think the relationships with our cultural identity tend to be different if one is living in the Caribbean or living in the US or Diaspora and also depending on age. Older persons tend to think this is a great opportunity to expose our culture to the international community. Younger persons see this as a foreigner (in this case he is not seen as an AFRICAN-American, but just as AMERICAN) profiting off something he knows nothing about. As to his business partner being of Trini roots. That may be the case but perhaps even his BP didn’t realise this was a different moment in time. It’s one thing to have a bar named after part of the culture, but this is now a brand tied to an international star. Who isn’t Trinidadian or even from the Caribbean? And you were clearly planning to use his fame to leverage the popularity and success of the brand. If this was Nikki or Rihanna it may have gone differently, I think even Jillionaire who is part of Major Lazer could have managed this differently.
I don’t have a problem with it since the packaging references the history behind the name. Jmo
I read this whole article changing the word “RUM” for “RAM”, wondering whether he was naming his truck or a very big manly sheep.
That said, people should stop naming things after concepts they don’t really grasp since they’re not part of their own culture. I am not a celebrity and I can take 10 minutes to google something before opening my mouth.
Where was the PR team? And what about his assistants? I doubt he came up with the name and the brand on his own.
Still, he should apologise and change the name.
You just gave me my first genuine laugh of the day!
He handled this well. Other celebs should find out who his PR team is. Looking at you Billie and Ellie and Chrissy.
Come out quick. Apologize unequivocally. Make it right. Move on.
Celebrity having their own alcohol must be the new perfume deal. It’s everyone from A to D list!
I am just waiting for the next liquor commodity from Rihanna.
Liquor stores did well during quarantine. Puffy is doing well with Ciroc and one of those waters made 50Cent ridiculously rich. Why not?
I’m about to be late for work so this may have been said already. A big part of the story is missing from this piece. MBJ wanted to trademark the word J’Ouvert claiming it wasn’t a real word in any known language. He was literally trying to take the word away from us and therfore force us to pay him for our culture. That’s where a good chunk of the outrage came from.
Exactly, MBJ tried to copyright the word “J’ouvert”, which is why it’s problematic. He shouldn’t own the word, it’s in use all over the Caribbean. Would those people have issues further on with using the term?
It’s like Bezos copyrighting and co-opting the word “Amazon” and having the power to allow those in South America to use it.
Kaiser, as somebody with roots in these countries, thank you for a well-researched write-up. J’ouvert isn’t FROM Trinidad, it was brought over from Grenada. Many islands with a French Creole heritage like Martinique and Haiti, also have their versions of J’ouvert.
The Caribbean is incredibly diverse, so for people saying they’re not offended, it really depends on WHERE you’re from. I actually would be annoyed if Rihanna did this, because J’ouvert has nothing to do with Barbados. But if Rihanna worked with partners from those islands and the benefits went to those communities, raising up rather than erasing their origins, that would be cool. I love reggae and grew up on reggae, but I know it’s from Jamaica, and would never claim it’s from my country, even though I see it as part of my wider Caribbean heritage. Claiming something that isn’t yours is problematic, even if you meant well and wanted to honor it. Representation matters, even within blackness.
Sigh..I’m a Trini and I could care less that he did that. Jouvert isn’t sacred, here in NY it’s an all night, highly annoying, out door “party” that takes place the night before the Labor Day parade. I believe it’s also like that in Trinidad for carnival. Ok, reading further up he wanted to trademark the word and that is an entire NO, from me.
Every day there’s something new with him. He needs to fire his PR team because he’s becoming a bit insufferable.
He’s an anime fan, why the hell didn’t he just name the rum Naruto? lmao less controversy that way.
Caribbean here and nope, not offended either.
It’s a good idea to name a rum “j’ouvert’ actually because there’s a lot of it ‘on the road’ when celebrating carnival.
Now trademarking the name is taking it too far as indeed, J’ouvert doesn’t belong to anyone. It is the cathartic start of carnival, where we may cover ourselves with mud, paint or oil. A beautiful, ancient tradition that I love.