Michael B. Jordan has responded to controversy over the name of his rum brand.
The Hollywood actor launched the J’Ouvert liquor earlier this month, and faced allegations of cultural appropriation.
J’Ouvert is a carnival that celebrates Caribbean culture, and it has links to the emancipation of slaves in the 19th century.
Among those criticising the 34-year-old for his brand’s name was Trinidadian-born rapper Nicki Minaj, who wrote on Instagram: “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. 🙏🏾🇹🇹 #jouvert”
View this post on Instagram
Taking to his Instagram Stories to address the backlash, Michael wrote: “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…We hear you. I hear you & want to be clear that we are in the process of renaming.”
“We sincerely apologise & look forward to introducing a brand we can all be proud of.” he added.