Actor Michael B. Jordan received immediate backlash and accusations of cultural appropriation for naming the launch of his new rum brand “J’Ouvert.”
According to “TODAY,“ Jordan’s “J’Ouvert” rum is the same name of a celebration that has 18th-century roots in Trinidad, when the island was controlled by French colonizers who kept slaves to toil in the sugar, coffee and cotton industries.
In addition to outrage from the Caribbean community, Trinidadian-born rapper Nicki Minaj told the actor to rename his rum brand and shared an Instagram post by Trinidadian artist Xaria Rae Roxburgh, who explained the sobering ties to slavery.
Minaj said she was sure Jordan “didn’t intentionally do anything he thought” would offend those with Caribbean roots. But she still urged him, “now that you are aware,” to “change the name” and “continue to flourish & prosper.”
Jordan issued an apology late Tuesday that said he understood the backlash and promised to change the rum’s name.
“I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on,” the actor wrote on his Instagram Story late Tuesday. “Last few days has been a lot of listening, A lot of learning & engaging in countless conversations.”
“We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of,” Jordan said.
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