Jay-Z Locks Down 'Jaybo' From 'Story of OJ'

Esequiel Farfan
Enero 16, 2018

JAY-Z files a trademark to protect his Jaybo animated character from "The Story Of O.J." video and it makes ideal sense.

According to TMZ, Jay will begin selling merchandise ranging from shirts, mugs, sweaters, hats, and more featuring the character through his S. Carter Enterprises company.

JAY-Z's move to trademark Jaybo gives the rap mogul a rare opportunity to reappropriate and profit off a historically racist character.

"The Story of O.J." was the first music video released from the 48-year-old rapper's latest album 4:44, direct by Mark Romanek and Jay.

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The song, which is up for three Grammy Awards this year, talks about racism and stereotypes. The main character Jaybo, in this completely animated video, is seen eating watermelon, climbing stairs of cash, and coming to an untimely end.

"The Story of O J." is seen as an important study into the history of race relations in America and Jaybo isn't exactly a good guy.

The inspiration for Jaybo stems from the term "Sambo", which contains racist undertones and is linked to 1899's children's book, The Story of Black Little Sambo.

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