{"id":8015,"date":"2024-10-07T08:32:13","date_gmt":"2024-10-07T08:32:13","guid":{"rendered":"https:\/\/sensmagazine.com\/rw\/?p=8015"},"modified":"2024-10-07T11:47:05","modified_gmt":"2024-10-07T11:47:05","slug":"tiktok-user-jools-lebron-to-trademark-very-demure-very-mindful-phrase","status":"publish","type":"post","link":"https:\/\/sensmagazine.com\/rw\/tiktok-user-jools-lebron-to-trademark-very-demure-very-mindful-phrase\/","title":{"rendered":"TikTok User Jools Lebron to Trademark ‘Very Demure, Very Mindful’ Phrase"},"content":{"rendered":"\n

You didn’t have to be a TikTok user to learn about the \u2018very demure, very mindful\u2019 phrase that took the internet by storm in August 2024.<\/p>\n\n\n\n

Created by Jools Lebron\u2014username joolieannie\u2014the phrase in question means \u2018being mindful and considerate of the people around you, but also of yourself and how you\u2019re represented to the world.’<\/p>\n\n\n\n

“See how I do my makeup for work? Very demure, very mindful. I don’t do too much. A lot of you girls go to the interview, looking like Marge Simpson and go to the job looking like Patty and Selma, not demure,” said Lebron in the viral TikTok video that made “demure” a buzzword.<\/p>\n\n\n\n

While playful, Lebron\u2019s unique phrase carried undertones of calmness and introspection\u2014qualities that many viewers long for in an overstimulating social media environment, catching fire across TikTok, Instagram, and beyond.<\/p>\n\n\n\n

As TikTok trends often do, the phrase appeared in voice overs, memes, and later brands like CVS, Elf Cosmetics, the white house and Delta capitalized on its charm, approving the content creator\u2019s PSAs.<\/p>\n\n\n\n

Realizing how the phrase has resonated with a massive scale in the entertainment and advertisement domains in an instant, Lebron has decided to take action\u2013trademarking the phrase\u2013staking her claim to the intellectual property, states an \u2018X\u2019 post by KTA Advocates.<\/p>\n\n\n\n

Understanding trademark<\/strong><\/p>\n\n\n\n

Frequently used interchangeably with copyright, a trademark protects items that help define a company brand such as a business logo or slogan, writes Priyanka Prakash in an article by nerdwallet. On the other hand, copyright protects literary and artistic materials and works such as books and videos. Nevertheless, both practices are enacted to protect intellectual property.<\/p>\n\n\n\n

According to Innocent Muramira of Muramira & Co. Advocates, whether copyright or trademark, either grants the creator of an original work legal rights and exclusive control over its use and distribution, preventing unauthorized use.<\/p>\n\n\n\n

He explained the components of copyright and related rights as; literary works (expressed in the form of writing and related illustrations published in whatever form), artistic works (drawing, painting, sculptures), scientific works, performances of performing artists (musical compositions with or without words, dramatic or dramatico-musical works), phonograms, wireless broadcasting, computer programs (conferences, speeches and addresses, lectures, sermons and other oral works), and any other original intellectual work.<\/p>\n\n\n\n

Based in Kigali, Rwanda, Muramira urged creatives with ready original work to get it registered at Rwanda Development Board (RDB) to prevent other people from using it without compensation.<\/p>\n\n\n\n

Asked what the procedure for obtaining copyright is, he inserted that, \u201cYou just need to go to RDB with your original piece of work and request for registration which is free of charge. However, an intellectual property lawyer may charge you above 1000 USD.\u201d<\/p>\n\n\n\n

In Lebron’s case, seeking a trademark for \u2018very demure, very mindful\u2019 will ensure she is fairly compensated whenever companies\/individuals use her phrase in marketing campaigns.<\/p>\n\n\n\n

KTA Advocates stressed that trademarking a phrase is more than just protecting one piece of content, rather a statement about the value of creative work, urging creatives to make a shift from how they view their content\u2013not just as fun moments in pop culture, but as intellectual property with monetary value.<\/p>\n\n\n\n

By deciding to copyright the ‘very demure, very mindful phrase,’ LeBron is essentially claiming ownership over it, meaning that anyone who wants to use the phrase for commercial purposes must seek her permission or risk legal consequences.<\/p>\n\n\n\n

While some might argue that copyrighting content could stifle its collaborative nature especially on platforms like TikTok where trends often build upon each other, renowned Rwandan Gospel artist, SEE Musik (born Patrick Cyuzuzo) accents the graveness of having one\u2019s work copyrighted.<\/p>\n\n\n\n

In his words, \u201cReleasing music and just throwing it online without copyright is equivalent to throwing a coin in the sea\u2013the online music market is so large, hence anyone in the world can access your music without your permission limiting your earnings.\u201d<\/p>\n\n\n\n

A performing artist with over eight years in the industry, SEE Musik has produced countless hit songs with a blending fusion of music styles, a success he attributes to having his material legally protected.<\/p>\n\n\n\n

\u201cCopyrighting my work has enabled me to confidently release more music as I\u2019m assured of gaining from every opportunity anywhere in the world. Besides, I can report misuse without my consent.\u201d<\/p>\n\n\n\n

As a result, he founded LifeLenz-a dynamic social enterprise dedicated to transforming the creative industry across Rwanda and Africa.<\/p>\n\n\n\n

Speaking to SENS<\/em><\/strong>, the \u2018bringing music to heal\u2019 star noted that among other things, the organization is working tirelessly to see that all creatives in Rwanda have their work copyrighted\u2013dubbing it the \u201cNike\u201d and \u201cJordan\u201d of the entertainment industry market.<\/p>\n\n\n\n

\u201cWithout copyright, their earnings are only going to be via live performances which come once in a while,\u201d he stated.<\/p>\n\n\n\n

For the creatives whose work may be used for commercial gains without their consent, Innocent Muramira advises \u2018going to a commercial court and filing a case against the user seeking damages among other remedies\u2019.<\/p>\n","protected":false},"excerpt":{"rendered":"

You didn’t have to be a TikTok user to learn about the \u2018very demure, very mindful\u2019 phrase that took the internet by storm in August 2024. 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