Michael B. Jordan Plans To Rename Rum Brand After Nicki Minaj Calls Him Out For Cultural Appropriation

Jun. 24 2021, Published 8:52 a.m. ET

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Michael B. Jordan announced that he plans to rename his rum brand after he was called out by Nicki Minaj and more for cultural appropriation.

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The 34-year-old's J'Ouvert rum launched earlier this month. The name "J’Ouvert" comes from a carnival that is celebrated in the Caribbean — but has reportedly been linked to slavery in the 19th Century.

"I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) and hoped to celebrate & shine a positive light on," the Black Panther star wrote in a since-removed Instagram Story.

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michael b jordan rum brand name change apology nicki minaj
Source: MEGA
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"We hear you. I hear you & want to be clear that we are in the process of renaming," the statement continued. "We sincerely apologize & look forward to introducing a brand we can all be proud of."

The new name has not been announced yet.

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Earlier this week, Minaj, 38, called Jordan out in a post which explained the history of the word. The actor is not said to have any links to the Caribbean.

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"J'Ouvert also known as jouvay originated in Trinidad with the festivities of Canboulay, which was a time when sugarcane fields caught on fire and slaves were still forced to harvest the remaining crops before complete destruction," the "Starships" singer's post explained. "That event was reenacted and male slaves were mocked by their masters. However after emancipation the slaves mocked the masters mocking them. The festival begins way before the crack of dawn and proceeds a little pass sun up."

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"It is the event that truly starts the main Monday and Tuesday Carnival street parade events in Trinidad," the post continued, adding that the carnival was then "adopted by other Caribbean islands as they experienced emancipation throughout different periods in history."

"It's not just about the name it's what it represents pertaining to enslavement and freedom," the explanation added.

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"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. 🙏🏾🇹🇹 #jouvert," Minaj captioned her post.

"Thank you for speaking out Nicki. We really appreciate it🇹🇹🇹🇹🇹🇹🇹🇹," one fan responded.

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"But isn’t it his responsibility especially as a celebrity to do his research before investing his money and face for the brand ?" another pondered.

"thanks for sharing this information. This can be googled anywhere if people take time to do research and understand. That being said big upps! 🇹🇹🇹🇹🇹🇹 Trini to de bone! I am humbled!" a third fan wrote.

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Meanwhile, Trinidad and Tobago Minister of Trade and Industry Paula Gopee-Scoon said that her team was interested in investigating if Jordan had trademarked the name or not, according to Newsday.

"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. Trinidad and Tobago is our interest," she told the outlet.


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