This Sparks Conversation on Marginalized Creators
Social media influencer Jools Lebron recently took the internet by storm with her viral TikTok video, where she shared tips on how to act “demure,” “mindful,” and “cutesy” at work. The video resonated with audiences around the globe, spawning a trend that even caught the attention of celebrities like Jennifer Lopez, Khloe Kardashian, and Serena Williams, who joined in on the fun. Jools seemed to be on an unstoppable trajectory, with her content crossing over from TikTok to mainstream media, including appearances on shows like Jimmy Kimmel Live!.
However, the joyful ride hit a bump when Jools posted a tearful video after learning that a man from Washington State named Jefferson Bates had submitted a trademark application for the phrase “Very Demure…Very Mindful.” Bates, who has a history of attempting to trademark popular phrases—such as “Let’s Ride” from the NFL—has once again stirred controversy by trying to claim rights over a catchphrase made famous by someone else.
In a now-deleted TikTok video, Jools expressed her frustration and regret, saying, “I feel like I f***ed up, and someone else has it now. And I don’t even know what I could have done better because I didn’t have the resources.” Her emotional response highlights a harsh reality for many new influencers: navigating the complexities of intellectual property rights, especially when resources are limited.
This incident brings to light a broader issue that extends beyond just one influencer. The LGBTQ+ community, particularly Trans women of color, have long been at the forefront of setting trends in popular culture, from voguing to fashion. Yet, these creators often face challenges in protecting their work due to systemic barriers related to access and privilege. The audacity of someone like Bates to claim ownership of a phrase popularized by Jools serves as another example of marginalized creators being sidelined and exploited.
Despite this setback, Jools is pushing forward. In a new video, she acknowledged the situation but remains hopeful, choosing to focus on spreading positive vibes. As she continues to navigate her rise to stardom, her resilience in the face of adversity serves as a reminder that grace should be extended to those who are still learning the ropes.
Jools Lebron’s journey is a testament to the power of creativity and community, but it also underscores the importance of safeguarding the contributions of those who have historically been marginalized. As Jools continues to make her mark, the hope is that her experience will inspire other creators to protect their work—and that the industry will take steps to ensure that everyone, regardless of background, has the resources to do so.
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