Thread by @StyleandVibes

THREAD: Ok so I’ve done some research and ready to contribute to the #JouvertRum convo, podcast coming soon but this thread will do for now...Welcome to the “Soca to di worl!” movement (1/16)

(2/16) #MichaelBJordan may be the owner/investor and face of the brand launch due to his celebrity, but he has a Trini-born partner in Scott Robert Williams coveteur.com/2020/04/10/las…

(3/16)The partners also have a stake in NYC restaurant Las Lap, which essentially is an upscale rum bar. We’ve see elevated Caribbean cuisine dining experiences thrive in NYC due to diaspora and culture lovers enjoying the food and ambiance (or as we seh...vibes)

(4/16) While they’ve partnered with rum brands like Bacardi they probably decided to make their own rum...no harm there.

(5/16) Naming the rum J'ouvert, was strategically a good idea since rum is heavily associated with carnival, culturally. However the term #Jouvert , J'ouvert, Jouvay, are associated with a cultural experience unique to #Trinidad. Usage of the name should be questioned

(6/16) While not all cultural traditions should be commoditized, the other alternative is someone else profiting off the culture. (i.e. Fortnite dances, Tik Tok’s dances, Boxer braids, Tropical House...the list is long)

(7/16) Michael B. Jordan is getting most of the heat because he was the face to launch. #MJB aside. Trinis have a right to be upset. But truth be told, there were no gatekeepers.

(8/16) Does Scott have a birthright to protect a piece of his heritage? We can either be naive participants or actively involved in the evolution of culture as a business.

(9/16) Afterall, Carnival culture is supported through tourism & PAID activities w/ a massive explosion in recent years. They are not the only one to attempt to trademark J'ouvert, it's the 5th entry in the U.S.

(10/16) I’ve previously done cultural topics around Cultural Currency. If it’s not meant to be commoditized, steps must be taken to be protected.

(11/16) Governments need to support and protect cultural traditions native to countries, nationalities and ethnicities of which they have origins from.

(12/16) Sometimes cultural appropriation comes down to a code of ethics in court of public opinion.

(13/16) The strategy to getting cultural buy in is to have cultural clout cc: DJ Khaled and his affinity to #Dancehall or Drake and his affiliations with Popcaan, Rihanna and Wizkid. (We’ve also seen this go wrong i.e. White Chocolate) buzzsprout.com/1268033/5948008

(14/16) Not to mention their personal proximity to the culture’s influence from their personal journeys Drake, from Toronto (highly caribbean culture influence) DJ Khaled (Miami DJ with soundclash understanding and a mean dubplate collection)

(15/16) Khaled and Drake are examples of grey areas of affiliations, but enough supporters from within the culture to vouch for their clout and intentions on being inspired by the culture

(16/16) Not to mention both in addition to social currency gained, they pay their collaborators in actual currency through agreements not disclosed to the public.

BONUS: Full podcast coming on this fiasco examining both sides...stay tuned, but would love to hear your thoughts. #CarnivalCulture #JouvertRum

(11/16)

So #michaelbjordan is accepting accountability and changing the name…but the work is not done. Keep that same energy for Trinidad Govt to protect this from happening again.

This will be quick “win” with no gain if there is no follow up. Culture preservation is a long game, with work that needs to be done beyond online conversations.