Jay-Z has reportedly filed to trademark the animated protagonist in his “Story of O.J.” music video.
S. Carter Enterprises, the rapper’s company, filed documents to brand the character, Jaybo, TMZ reported Monday, Jan. 15. The character will be placed on a variety of items ranging from t-shirts to blankets to coffee mugs.
The move should put a stop to the ability for Etsy users to make and sell their own merchandise featuring the character in their stores.
Jaybo is featured in a Tex Avery-style clip lamenting the racism experienced by Black people regardless of social status. And that’s what “4:44” single is all about. The character’s name is a mash-up of Jay’s and “Sambo,” the offensive term for a person of African heritage. He’s shown in the clip alongside other racist caricatures like mammies and pickaninnies.
