Michael B Jordan apologizes amid allegations of cultural appropriation over the name of his new rum label https://t.co/vdvn8EbdFu— ET Canada (@ETCanada) June 23, 2021
He filed to trademark the word “J’Ouvert” for his new brand of high-end alcohol.
The term is deeply rooted in Caribbean and Trinbagonian culture.
While often associated with the fun and festivities of Carnival, the term and the celebrations associated with it are deeply tied to the emancipation of enslaved people and is incredibly significant to the cultures that participate in the celebrations.
Michael B. Jordan is apologizing after facing backlash and allegations of cultural appropriation.
He took to his Instagram Story :
“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 and shine a positive light on. Last few days has been 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,"