Michael B. Jordan will rename his J'Ouvert rum brand after immediate online backlash stemming from cultural appropriation allegations, including Nicki Minaj calling for Jordan to "change the name."
The 34-year-old Black Panther and Creed star issued an apology through his Instagram Story late Tuesday night (June 22), which was screenshot below:
Michael B. Jordan is renaming his rum brand and apologized for appropriation of Caribbean culture, after criticism from Nicki Minaj and others.
— AJ+ (@ajplus) June 23, 2021
The name "J'Ouvert" originated in Trinidad and Tobago during enslavement and is now used to commemorate emancipation. pic.twitter.com/La21zzuhAT
"I just wanna say on behalf of myself and my partners, my intention was never to offend or hurt a culture (we love and respect) and hoped to celebrate and shine a positive light on," Jordan's statement read, in part. "Last few days has been a lot of listening. A lot of learning and engaging in countless community conversations."
Essence's Melissa Noel explained the origins J'Ouvert:
"J’Ouvert (pronounced joo-vay) is a central part of Carnival celebrations in Trinidad and Tobago as well as other countries in the Caribbean. An Antillean French term derived from the word jour ouvert, meaning 'open day' or 'day break', it is a deeply symbolic pre-dawn event that was introduced by formerly enslaved Africans after emancipation. Today, the large early morning street celebration marks the start of Carnival not only in the Caribbean but throughout the diaspora and is of great cultural significance."
Caribbean-American blogger Jay Blessed (born Jamie Alleyne-Morris) started a Change.org petition to prevent Jordan from trademarking the term. At the time of this writing, there are over 12,500 signatures.
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