By Chantalé Fletcher
MICHEL B Jordon apologises after receiving backlash following the launch of his new rum brand.
This came after heated confrontations on social media, a petition on Change.org petition to prevent Jordon and his business associates from trademarking the word “J’Ouvert” gained over 12,000 signatures as of Wednesday.
Trinidadian-born, US singer, Nicki Minaj posted on Instagram, “I’m sure MBJ didn’t intentionally do anything he thought Caribbean people would fine offensive- but now that you are aware, change the name and continue to flourish and prosper.”
Jordon posted an apology through Instagram stories responding to the harsh criticism on Tuesday, after Trinidadian-born US singer Minaj urged him to change the name of the rum.
He said, “I just wanna say on behalf of myself and our partners that our intention was never to offend or hurt a culture (we love, & respect) & hoped to celebrate and shine a light on,” he wrote.”
The Black Panther star has made it clear that the product line will be renamed.
“Last few days has been a lot of listening, a lot of learning and engaging in community conversations…we hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize a& look forward to introducing a brand we can all be proud of.” Jordon said.
He came into the spotlight over the weekend after Trinbagonians and Caribbean descendants became outraged, when his girlfriend congratulated him on Instagram.
Social media users accused the star of ‘cultural appropriation’, Jordon used the word J’Ouvert as his brand, especially in a global pandemic and with the postponement of T&T’s carnival. According to Collins Dictionary, J’Ouvert originated from French Patois, is a celebration which occurs on the eve of Mardi Gras, and signals the start the official start of Trinidad and Tobago’s anticipated Carnival.
Many posted their outrage and concerns on Twitter on Sunday:
One woman mused, “We look for dat. This is what happens when we are consistently ambivalent about our culture, largely ignore its historical, spiritual and ideological significance.”
YouTube influencer Sinkglo Nafro said too many celebrities are getting away with cultural appropriation. “Go ahead and make your rum, but you want to call it J’Ouvert which is something connected to Caribbean Carnival.
While another said, “Has Jordon set foot on Trinidad soil? Yet, he has a rum named J’ouvert. Someone pls explain.”
