Michael B. Jordan received backlash from Nicki Minaj and Caribbeans nationwide for naming his rum brand, J’ouvert, which some saw as cultural appropriation.
Jordan took to his Instagram story to apologize.
“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 wrote “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.”
The backlash began when girlfriend, Lori Harvey, posted a picture at a launch party, where fans caught wind of the name and began dragging Michael B. Jordan.
J’Ouvert the celebration of the emancipation of enslaved Africans in the Caribbean, and started in Trinidad and Tobago, then began being celebrated across the Caribbean when other islands experienced emancipation.
Nicki urged Jordan to change the name while defending him.
“I’m sure MBJ didn’t intentionally do anything he thought Caribbean ppl would find offensive,” the rapper wrote. “but now that you are aware, change the name & continue to flourish & prosper.”