Michael B. Jordan Apologizes After Criticism Over His Rum Brand’s Name

Michael B. Jordan is apologizing to his fans and followers after criticism of his rum brand’s name arose. The alcohol brand, originally named J’Ouvert, is in the process of changing its name after its historical and cultural contexts were discussed online.
J’Ouvert is an iteration of an Antillean Creole French term meaning “dawn” or “daybreak.” The term has historical roots in Trinidad and Tobago, and refers to the celebration of the emancipation of enslaved people. This is the celebration that starts off the Carnival festivities in the Caribbean. Rapper Nicki Minaj, who was born in Trinidad, posted a complete breakdown of the term and its connotations on her Instagram account.
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Per Nicki’s post, “Its not just about the name it’s what it represents pertaining to enslavement and freedom.” Nicki posted the photos with the caption: “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.”
Comments on Nicki’s post agreed with her sentiment. One user said “When they know the history they’ll understand our passion on the stance better,” and another commented “Thank you Nicki Minaj for sharing the significance and important culture meaning that J’ouvert holds for Trinbagonians.”
Michael took to his own Instagram account to acknowledge the criticism and announced that he is working with his team to change the name of his upcoming rum line. He posted on his Instagram story the following statement:
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