#Jools Lebron's Very Demure Very Mindful Catchphrase

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Jools Lebron's Very Demure Very Mindful Catchphrase - Trademark Attempt By Washington Man

According to TMZ, a man by the name of Jefferson Bates in Washington State is trying to trademark social media influencer Jools LeBron's "Very demure, very mindful" catchphrase.

[mariacallous]

From the second the message popped up on X, it had a familiar ring. Jools Lebron, the TikTok creator who went viral just a few weeks ago for a post discussing “very demure, very mindful” work looks, was upset that, seemingly, someone had attempted to trademark her viral phrase.

In a since-deleted video, Lebron lamented through tears that her future ability to sell demure-branded merchandise seemed in jeopardy. “I wanted this to do so much for my family, provide for my transition, and I just feel like I dropped the ball,” Lebron said, adding that “someone else has it now, and I don’t even know what I could have done better, because I didn’t have the resources.”

Lebron’s situation is echoed in the story of fellow Chicagoan Peaches Monroee. Back in the summer of 2014, the then-teenager posted a video on TikTok precursor Vine describing her eyebrows as “on fleek.” Her catchphrase caught on everywhere, from Nicki Minaj lyrics to Kim Kardashian posts. #Brands like Taco Bell hopped on the trend; Forever 21 made crop tops. Monroee, aka Kayla Lewis, reaped no rewards. Three years after the trend went viral, she launched a GoFundMe and raised just shy of $17,000, according to the campaign’s page.

Like “on fleek,” “demure” has attracted scores of admirers. Jennifer Lopez. The White House. Kim Kardashian (again). Earthquake survivors. The original video has nearly 50 million views, and Lebron’s follower count is now above 2 million. She appeared on Jimmy Kimmel Live! while RuPaul was serving as guest host. But her ability to seize her moment of internet fame may not meet exactly the same fate as Lewis’. Despite the fact that a Washington resident named Jefferson A. Bates and the company Do or Drink both filed “demure” applications with the US Patent and Trademark office, Lebron posted a TikTok on Tuesday saying that it’s been “handled.” “Mama got a team now!” she exclaimed, smiling.

Exactly how it got handled is unclear—Bates didn’t respond to an email seeking comment, and representatives for Lebron and Do or Drink didn’t reply, either. Still, the tug-of-war marks something of a shift in how the internet understands the value of trends. Almost as soon as word of the “demure” trademarks surfaced, social media sprung into action decrying the fact that anyone other than Lebron would try to claim the phrase.

One lawyer on TikTok, who uses the handle @bellewoods, did a breakdown explaining that “Jools is going to be just fine” because of the intricacies of how the trademark system in the US works. Another TikTokker claimed to have filed her own trademark application with the intention of transferring ownership to Lebron. (Though, as a Washington Post story this week pointed out, transferring a trademark may not be so easy.) In the comments section of the “handled” TikTok, brands ranging from Ritz Crackers to Zillow weighed in with emoji-strewn affirmations.

All of this underscores that, unlike 10 or 15 years ago, there is now a greater understanding that “content creation is labor,” says Kate Miltner, a lecturer in data, AI, and society at the University of Sheffield’s Information School. “It is time-consuming and often poorly remunerated labor for the most part,” but far more people make entire careers out of being content creators than a decade ago, Miltner adds, “and it feels like an ethics of plagiarism, in addition to trademark/copyright, have come into play.”

Simply put, people get this shit now. A decade after “on fleek,” creators are much smarter when it comes to ownership of their creations. “A series of conversations and discourses about cultural appropriation and where a lot of contemporary (online) language comes from (Black communities, queer communities) have happened since Peaches Monroee,” Miltner says. Lebron may have felt like she dropped the ball because of a lack of resources, but the resources she did have were other creators who knew how to call out what had happened. She also had companies like Netflix, which—perhaps anticipating blowback for just hopping on a viral trend—just asked that Lebron curate a “Very Demure, Very Mindful” list.

Will this happen every time? No. Memes built from everyday language will always be hard to trademark—Miltner cites Fox Media’s unsuccessful attempt to trademark “OK Boomer” as an example. But now that even Hawk Tuah Girl has merch, the possibilities of getting credit for your meme, or even cash, don’t seem as unlikely as they did before. Might your meme get ingested and reinterpreted by an artificial intelligence bot? Yes. Will that bot be able to make a T-shirt? Er, well, that might happen, too. Creators, especially minority creators, will always have to fight to keep control of their works once they’ve been unleashed onto the world. Now, though, they have a few more coaches in their corner.

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Jools Lebron's 'Very Demure, Very Mindful' Catchphrase - Trademark Attempt By Washington Man Was Resolved

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TikTok creator faces legal battle over ‘very demure, very mindful’ catchphrase

Photos from joolieannie/Instagram Even the “very mindful, very demure” content creators can get entangled in legal disputes.  With 2.1 million followers on TikTok, trans influencer Jools Lebron gained overnight fame with her advice on how to be “demure,” “mindful” and “cutesy” at work and in daily life. Her video has racked up nearly 50 million views on the social media platform. With over…

[dankusner]

Who Gets to Own a Meme?

Multiple people applied to trademark the viral phrase “very demure, very mindful,” bringing into focus the question of who gets to capitalise on cultural moments.

This past month, there’s been no higher compliment than “very demure, very mindful.” Coined by Chicago-based content creator Jools Lebron, those four words have gained mass appeal thanks to an Aug. 5 TikTok video in which she uses them to describe how she presents herself at work.

The original video has gained 49 million views, while over 170,000 TikTok videos and countless Instagram posts have repeated the quippy phrase.

Brands sent out email blasts declaring their products “demure,” and even President Joe Biden touted the cancelling of student debt as “very mindful.”

The frenzy reached its peak on Aug. 17, according to Google Trends, and as TikTok trends often do, has since died down from that initial hype.

But that hasn’t stopped at least two people from filing applications to trademark various forms of the original expression.

They notably did not include Lebron, who said she “dropped the ball” in not doing so quickly enough in a recently deleted video.

In one filing, petitioner Jefferson Bates — who is unaffiliated with Lebron — said they intended to use the phrase for “advertising, marketing and promotional services.”

If the trademark is granted, it would not only interfere with Lebron using it, but brands as well, according to Susan Scafidi, academic director at the Fashion Law Institute at Fordham University.

Even regular people who end up recreating the video could be subject to a cease-and-desist letter if Bates is a “tough enforcer,” she said.

TikTok trends are no longer just fodder for internet chatter, they’re a form of currency in marketing; brands look to what’s trending to dictate what products they promote and the language they use in their advertising.

But as people and brands alike hurry to capitalise on whatever’s dominating the digital zeitgeist, it raises the question of who gets to profit from viral internet content.

Creators like Lebron increasingly need to be prepared to protect themselves in case of a viral moment.

Even as they do, there remains a question of how valuable these viral catchphrases are in a world when a cultural moment can come and go overnight.

“A trend wouldn’t be a trend if only one person owned it,” said Scafidi.

“A trend is typically something that is broader and repeated, and it’s the repetition that creates the value.”

How should content creators protect themselves — and benefit from their virality?

On TikTok, it’s not always the original creator who benefits most from a viral moment.

The issue became so pronounced that in 2021, Black creators on TikTok led a “strike” — less a true workers’ strike and more a movement to build awareness — in protest of white creators receiving recognition, and oftentimes, financial opportunities by appropriating Black creators’ work.

Thankfully for Lebron and other creators, trademarking a viral phrase usually comes down to not who filed first, but who was first to the trend — at least in the US, which is a "first use … not a first to file” jurisdiction, said Alli Elmunzer, a trademark lawyer and founder of Influencer Legal, a law firm working with creators.

This means if Lebron can prove that she was using the phrase which has become associated with her and monetising it prior to the filing, Bates’ application can be denied.

“When we were hearing ‘very demure, very mindful,’ everyone associated that with her,” said Elmunzer. “That was almost a source identifier for her. Now she hasn’t merchandised it yet or used it in commerce yet, but it definitely is a source identifier for her brand.”

To better protect themselves, creators should be prepared to file a trademark claim as soon as their content goes viral, said Scafidi.

Not only due to the financial benefits, but also because it strengthens their case.

Bates, for example, filed an intent-to-use trademark which means that they aren’t yet using it in commerce.

Should Lebron launch a merch collection or other products, she would have a bigger claim to the phrase, said Elmunzer.

“If you’re out there as a content creator on the internet and you have any thoughts of turning your time on TikTok into something valuable, be ready … if lightning strikes,” said Scafidi.

In a TikTok Lebron posted on Tuesday, she alerted her followers the trademark issue is “getting handled” and that she now has a team representing her without stating specifics.

The decisions — including how a creator monetises their 15 (or maybe now, closer to five) minutes of fame — leading up to a trademark issuing are key, Scafidi added.

Creators whose content is strongly associated with their personas and signature can enforce the right to publicity, a property right that gives individuals control to the commercial use of their name, image and likeness.

How should brands engage with viral moments should they become trademarked?

If content does become trademarked, it hampers a brand’s ability to hop on a trend.

They may have to seek permission from the original creator to promote their offerings under a licensing agreement, or can only work with the original creator or influencer to market around the trend.

The approval process from the owner could take days, or weeks, according to Elmunzer, which means brands must carefully weigh which social media trends are worth participating in.

However, there’s really no reason for eager brands to worry: By the time a moment is trademarked, it may no longer be of interest for brands to use, anyways.

In the US, it can take over a year for an owner to lock down a trademark.

The bureaucracy could be a benefit for brands who will still be able participate in a viral moment at its height.

And for anyone — besides the original creator — the value in chasing after a trend diminishes by the day.

Further Reading

What to Do When Your Product Goes Viral

Virality can be a blessing and a curse.

To avoid becoming a one-hit wonder, companies should make the most of the moment, but also think long-term.

The Life Cycle of a Viral Fashion Trend BoF explains why online trends from cottagecore and quiet luxury

to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.

What’s the Value of Viral Fashion?

More than ever, the fashion industry is geared to generate buzz, but some brands are rethinking their dependence on marketing stunts.

[isfeed]

A demure and mindful trademark investigation

Image: Cath Virginia / The Verge; Jools Lebron At this point, you either already know about the “very demure, very mindful” meme that originated on TikTok, or you have neither the interest nor the capacity to understand. It is simply A Thing, a viral catchphrase that may become as ubiquitous in the 2020s as “eyebrows on fleek” was in the 2010s. And that is why every tabloid in America is running…

[pashterlengkap]

“Very demure” TikToker Jools Lebron’s viral fame is allowing her to fund her transition

If you’ve been anywhere near social media in recent weeks, you’re probably already well aware of Jools Lebron and her “very demure, very mindful” moment. The Chicago-based trans TikToker sparked a viral trend earlier this month with a video showcasing her on-the-job style. Related He transitioned at 57 & now he’s sharing his story with the world He never heard of trans people when he was growing up, but he decided it’s never too late to live authentically. “You see how I do my makeup for work? Very demure. Very mindful,” Lebron explains in the August 5 clip. “I don’t look like a clown when I go to work. I don’t do too much, I’m very mindful at work. See how I look very presentable? The way I came to the interview is the way I go to the job.” Never Miss a Beat Subscribe to our newsletter to stay ahead of the latest LGBTQ+ political news and insights. Subscribe to our Newsletter today @joolieannie #fyp #demure ♬ original sound – Jools Lebron “Very demure, very mindful” caught on like wildfire, with seemingly everyone on social media — including celebrities like Jennifer Lopez, Gillian Anderson, Penn Badgley, Olivia Rodrigo, Lindsay Lohan, and Jamie Lee Curtis — picking up on the trend. Lebron’s video has received 36 million views since August 5 and she’s amassed nearly two million followers on TikTok. On Monday night, she made her national television debut on Jimmy Kimmel Live. In his opening monologue, guest host RuPaul said that he’d spent the weekend watching Lebron’s video and had to invite her onto the show. “Apparently the trauma that comes from working a retail job gets enough to you that you start saying ‘demure’ on the internet,” Lebron, who until recently worked as a cashier at a “very cutesy, very demure” grocery store in Illinois, said of the inspiration behind the post. “I feel like demure is like a mindset,” she said of her newly minted catchphrase. “I used to be crazy and out of control, and then I found some demurity and along with that came success.” That success has been life-changing, as Lebron described in an August 14 post. “Maybe you should make the videos,” she advised her fans, “Because one day, I was playing cashier and making videos on my break, and now I’m flying across country to host events, and I’m gonna be able to finance the rest of my transition.” “I finally said it without crying,” she added. @joolieannie #fyp #demure ♬ original sound – Jools Lebron In addition to the viral fame and her appearance on Kimmel, Lebron has already collaborated with brands like Verizon, Synergy Kombucha, and Lyft, according to Tubefilter. And in recent weeks, she’s made appearances in New York, Las Vegas, and L.A. “Everyone keeps asking me, like, how I feel about what’s going on,” Lebron said in a tearful August 17 post. “And I feel so overwhelmed.” But, she added, “I’m living my f***ing dream, b***h!” http://dlvr.it/TCNLVV

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TikTok creator faces legal battle over ‘very demure, very mindful’ catchphrase

Photos from joolieannie/Instagram Even the “very mindful, very demure” content creators can get entangled in legal disputes.  With 2.1 million followers on TikTok, trans influencer Jools Lebron gained overnight fame with her advice on how to be “demure,” “mindful” and “cutesy” at work and in daily life. Her video has racked up nearly 50 million views on the social media platform. With over…