Earlier this month, Michael B. Jordan and company launched a new rum brand called J'Ouvert. Given the significance of the celebration in the Caribbean, several people accused the actor of cultural appropriation and attempted to get the name changed. Even 10-time GRAMMY nominee of Trinidadian descent Nicki Minaj jumped in to offer her thoughts on the matter.
“I’m sure MBJ didn’t intentionally do anything he thought Caribbean [people] would find offensive — but now that you are aware, change the name & continue to flourish & prosper,” she wrote on Instagram.
After taking time to address the matter at hand, Jordan shared a brief apology through his Instagram Story.
“We hear you. I hear you and 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 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."
Jordan continued by saying that he would continue to learn about the error of his ways.
“Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations," he concluded.
Jordan and his business partners have not indicated what the new name will be, but expect more details to come in the next few months.