Michael B. Jordan has publicly apologized after the name of his new rum brand, J’Ouvert, was called out for being culturally insensitive.
The name’s origins trace back to an annual festival with origins in Trinidad, J’ouvert. This is an Antillean Creole French term translating to “daybreak” and dates back to the 18th century, during a time when people were still enslaved in the Caribbean country.
Many have shared to social media why the holiday holds such significance — including one Instagram user whose post was later shared by Nicki Minaj. Minaj was born in Trinidad and Tobago.
Jordan, 34, posted his apology on his Instagram Story this past week writing, “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.”
“Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations … ” Jordan began.
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“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.”
Just hours before Jordan addressed the backlash, Minaj, 38, posted an image that revealed the historical significance of the J’ouvert event.
“THE IGNORANCE IS REAL! HISTORY LESSON Y’AII!” the post began.
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“J’Ouvert which can also be written and pronounced as (Juve or Juv`e) is a broken-down version of the French Jour Ouvert, the morning time referred to as day open. 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.”
“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 passsun up. It is the event that truly starts the main Monday and Tuesday Carnival street parade events in Trinidad.”
“IT WAS LATER ADOPTED BY OTHER CARIBBEAN ISLANDS AS THEY EXPERIENCED EMANCIPATION THROUGHOUT DIFFERENT PERIODS IN HISTORY. IT’S NOT JUST ABOUT THE NAME ITS WHAT IT REPRESENTS PERTAINING TO ENSLAVEMENT AND FREEDOM.”
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