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“Black Panther” and “Creed” star. Michael B. Jordan has bowed to public pressure and said that his new rum line, J’Ouvert, would be renamed after being accused of cultural appropriation. Jordan is no stranger to activism, as he has marched with groups like Black Lives Matter. But since J’Ouvert is also the name of a Carnival celebration in Trinidad and Tobago and Grenada that celebrates Caribbean culture, online social media activists started questioning the authenticity of the brand.
“Derived 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,” reads the packaging on J’Ouvert rum.
Outraged by what they dubbed cultural appropriation, social media users soon questioned Jordan’s Trinidadian heritage.
Has the nerve to trademark it and say Jouvert has no meaning. Also leaves Tobago out the description.
— D.D. Aesthetic | IG:_iamdda 🇻🇨✨💅🏾🐰 (@_iamdda) June 20, 2021
What’s next? A free doubles with every #JouvertRum purchase?! 🥴😭 someone point out Michael B Jordan’s Trini roots fast for me please!!! Cuz I’m not understanding this shit. Is it his grandma who makes the rum cakes??? pic.twitter.com/7Q8E1uowmU
— Hot & Unbothered 🤎 🇬🇩🇬🇾 (@AllianaSabrina) June 20, 2021
I think our dear #blackamerican entertainers are getting a wake up call on the fact that #blackamericans have no real allies. 😏 #panafricanism is a joke and is stupid and pointless. #fbahttps://t.co/TgDk1ewtH6
— From A Unique Perspective (@fauppodcast) June 22, 2021
Michael B. Jordan owns rum made in Trinidad? (I’m assuming “those same islands” mean Trinidad and Tobago? idk chile) pic.twitter.com/ZGDVIGG01Y
— Cece. (@caribbean_cece) June 20, 2021
A Change.org petition was even launched, and has around 14K signers as of this writing. Michael B. Jordan responded to the backlash:
“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 apologize & look forward to introducing a brand we can all be proud of.”
Oh, brother.
He’s not the first celebrity to start their own booze line, but he’s the first to enrage the “woke mob.” Kendall Jenner also received flak earlier this year after establishing her own tequila brand, 818 Tequila, which was termed cultural appropriation by social media users. But Jenner, unlike Mr. Jordan, has resisted pressure campaigns and outrage over her tequila brand.
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