TSR Reactionz: Michael B. Jordan is expanding his portfolio with the launch of his new rum brand, J’Ouvert, and while MBJ was celebrating his new venture this weekend, members of the Trinbagonian (Trinidad and Tobago) community were outraged at his choice to trademark the name J’ouvert.
J’ouvert is a huge street party held each year in Trinidad and Tobago during Carnival. People in the Trini community took to social media to express their anger toward Michael B. Jordan, accusing him of cultural appropriation for profiting off the name but having no known ties to the islands.
The description on the box of the rum, which bares the same name, says J’ouvert “Derives from the Antellian Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as celebration of emancipation combined with Carnival season to serve as the festival informal commencements. Crafted on those same islands, J’OUVERT Rum is a tribute to the party start.”
Trinidad and Tobago’s Minister of Trade and Industry, Paula Gopee-Scoon, told the publication Newsday the issue was “of extreme concern” in regard to intellectual property .
“The first thing is to gather the information to see if it is in fact so. Then working together with the intellectual property office of the Ministry of the Attorney General, we’ll do the necessary investigation and, as always, seek to support anything that is Trinidad but at the same time protect what is ours,” she said.
Michael has not publicly addressed the criticism though there were unconfirmed rumors that his business partner is of Trinidadian descent. You can check out what Trini people had to say about Michael B. Jordan’s J’Ouvert by swiping below:
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