{"id":131538,"date":"2021-06-21T15:08:37","date_gmt":"2021-06-21T19:08:37","guid":{"rendered":"https:\/\/antiguanewsroom.com\/?p=131538"},"modified":"2021-06-21T15:13:47","modified_gmt":"2021-06-21T19:13:47","slug":"michael-b-jordan-criticised-for-launching-jouvert-rum","status":"publish","type":"post","link":"https:\/\/antiguanewsroom.com\/michael-b-jordan-criticised-for-launching-jouvert-rum\/","title":{"rendered":"Michael B Jordan criticised for launching J’ouvert Rum"},"content":{"rendered":"
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Black Panther star Michael B Jordan is being accused of cultural appropriation for creating a rum called J\u2019ouvert.<\/span><\/p>

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Jordan\u2019s girlfriend Lori Harvey posted the rum on her Instagram stories on Saturday congratulating him on the launch of his new venture. <\/span><\/p>\n

The photos also showed a box containing among other things, a bottle of rum, two bottles of Angostura Bitters, and a recipe for a J\u2019ouvert Rum Old Fashion.<\/span><\/p>

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Many Trinbagonians took umbrage at the use of the word J\u2019ouvert by someone who is obviously not from Trinidad and Tobago and accused Jordan of \u201cColumbussing\u201d and cultural appropriation. <\/span><\/p>

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A trademark application for the word J\u2019ouvert for use on the product has been unearthed on the World Intellectual Property Organisation\u2019s website, furthering the outrage. <\/span><\/p>\n

J’ouvert is an integral aspect of Carnival in Trinidad and Tobago where it originated. French for “Opening of Day”, it is a symbolic pre-dawn event introduced by ex-slaves after emancipation that today kicks off Carnival celebrations in the twin-island and has been exported around\u00a0the globe as one of the popular Carnival concepts.<\/span><\/p>

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\u201cDear Trinis We look for dat. This is what happens when we are consistently ambivalent about our culture, largely ignore its historical, spiritual and ideological significance and give visibility and value to the \u2018Cliff notes\u2019 version of our culture,\u201d said Attillah Springer, writer and self-proclaimed jouvayist.<\/span><\/p>\n

\u201cWhy are we vexed about the J\u2019Ouvert thing? Is it because we feel we own the word? Is it because we feel we have dominion over feting in the streets? No no no, dear Michael. It\u2019s because you are playing up in your ass with one of our most sacred festivals.\u201d<\/span><\/p>

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A Twitter user revealed that\u00a0a Trinidadian man is co-owner of the venture but attempts to contact him have not been successful.<\/span><\/p>

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We also reached out to Angostura who said they had no comment to make at this time.<\/span><\/p>\n

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Dr Justin Koo, a lecturer at the University of the West Indies in Intellectual Property, explained to Loop that trademark protection is territorial so trademarking of a name is limited to use in that country unless it belongs to a mega-brand such as Nike.<\/span><\/p>\n

Koo said while J\u2019ouvert is common parlance to T&T, it is not common in the United States so there is nothing stopping anyone trademarking the name for use of a product there. He revealed that there are about six or seven other applications with the word J’ouvert abroad.<\/span><\/p>\n

\u201cThe basis of trademark law is distinctiveness, it has to distinguish the goods you are selling from something else. In the context of looking at J\u2019ouvert for rum, that would be seen as a distinguishing product,\u201d he explained.<\/span><\/p>\n

He said while the registration of the name for the product is not yet final, according to the information he has seen, even if it does become final, it does not mean the owner can stop anyone from using the word.<\/span><\/p>\n

\u201cIt does not stop descriptive use. In the US, however, no one can brand their rum J\u2019ouvert without infringing the brand,\u201d he said.<\/span><\/p>\n

Drawing reference to South Korea\u2019s investment in K Pop, Koo said there is a need for the Government to do more to commercialise our culture by putting the resources behind it and supporting people in the industry.\u00a0<\/span><\/p>\n

He said a good place to start is by having clear brand guidelines and creating a portfolio that is consistent across the board.<\/span><\/p>\n

[LOOP News Trinidad & Tobago]<\/p>\n

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Black Panther star Michael B Jordan is being accused of cultural appropriation for creating a rum called J\u2019ouvert. Jordan\u2019s girlfriend Lori Harvey posted the rum on her Instagram stories on Saturday congratulating him on the launch of his new venture. The photos also showed a box containing among other things, a bottle of rum, two […]<\/p>\n","protected":false},"author":3,"featured_media":131539,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-131538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"yoast_head":"\nMichael B Jordan criticised for launching J'ouvert Rum - Antigua News Room<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/antiguanewsroom.com\/michael-b-jordan-criticised-for-launching-jouvert-rum\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michael B Jordan criticised for launching J'ouvert Rum\" \/>\n<meta property=\"og:description\" content=\"Black Panther star Michael B Jordan is being accused of cultural appropriation for creating a rum called J\u2019ouvert. 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