Michael B. Jordan To Rename 'J'Ouvert' Rum Brand Following Cultural Appropriation Claims
Photo Credit: Pascal Le Segretain

Michael B. Jordan To Rename 'J'Ouvert' Rum Brand Following Cultural Appropriation Claims

Michael B. Jordan has broken his silence.

The “Creed” actor recently faced backlash after the announcement of his new rum brand J’Ouvert caused controversy due to cultural appropriation claims.

The name reportedly refers to both the Antillean Creole French term for “daybreak” and the annual festival held in Trinidad and Tobago, as well as other locations, to celebrate Caribbean culture and commemorate the anticipation from slavery during Carnival.

While many quickly began to direct blame at Michael B. Jordan, rapper Nicki Minaj, who is Trinidadian, took to Instagram to encourage the actor to make things right.

“I’m sure MBJ didn’t intentionally do anything he thought Caribbean ppl would find offensive — but now that you are aware, change the name & continue to flourish & prosper,” wrote Nicki Minaj.

 

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According to Trinidad and Tobago Newsday, Trinidad and Tobago Minister of Trade and Industry Paula Gopee-Scoon shared that the office has been looking into whether or not Jordan had indeed trademarked the name.

“This is of keen interest, not only to the Ministry of Trade and Industry but also to the intellectual property office of the Ministry of the Attorney General, and the Ministry of Tourism and Culture. We all have an interest,” she said. “Trinidad and Tobago is our interest.”

All of this led Jordan to post an apology via his Instagram, according to CNN.

“I just wanna say on behalf of myself and my partners, our intention was never to offend or hurt a culture (we love and respect) and hoped to celebrate and shine a positive light on,” said the statement.

“Last few days has been a lot of listening,” wrote the actor. “A lot of learning and engaging in countless community conversations.”

He also reiterated that he hears people’s concerns.

“I hear you and want to be clear we are in the process of renaming,” he continued. “We sincerely apologize and look forward to introducing a brand we can all be proud of.”