You know what they say: The devil works hard, but Kylie Jenner works harder.
Kylie just seized a new marketing opportunity by filing to trademark the phrase “rise and shine,” a line she sang in her vlog that became a meme last week. You’ve probably seen the video by now, but if you haven’t, check it out:
This led to a bunch of memes and remixes:
im living for these rise and shine memes pic.twitter.com/nlwPAfqeZs
— chloe with lauv 9¾ ? | jimtober ; follow limit (@LACHlMOLALA) October 18, 2019
— ᴋɪʟʟᴇʀ ǫᴜᴇᴇɴ★| (@kurtnroses) October 20, 2019
These Kylie Jenner, rise and shine memes are too much. ???
— Haleema (@HaleemaWrites) October 18, 2019
Rise and shine internet, I hope you all had a great week and this weekend is even better! Also this new meme is hilarious pic.twitter.com/IS9hmbcyDN
— TheGhostedPanda?? (@TheNakedPandaNP) October 18, 2019
As promised, here’s the full version. Enjoy: https://t.co/lLHqN6mQJf
— Dizzy Rambunctious (@Im_DizzyR) October 18, 2019
Celebrities also covered the “song,” including Ariana Grande and Lizzo:
— Music News Facts (@musicnewsfact) October 17, 2019
— meaghan ? (@lebroniver) October 19, 2019
Kylie also released “Rise and Shine” hoodies online last week, which are already sold out.
It doesn’t stop there, though. Kylie also plans to trademark the less formal line “riiise and shiiinnee.” It will be used for the clothing line while the formal one is for cosmetics.
People are not taking it well:
Kylie done gassed herself to the point she thinks she should be able to trademark the phrase Rise and Shine. It was a thing before you love, that’s how you even knew to say it. Capitalism got y’all tripping. I- pic.twitter.com/Gb9OuDCSbj
— KiloWatt Ora✨ (@lookatmyora) October 22, 2019
Those “Rise and Shine” videos of Kylie Jenner were funny until she started doing too much by making sweatshirts and now trying to trademark it. Like why can’t she just let it be funny and leave it alone?
— Ace ?? (@_Nikiig) October 23, 2019
kylie is really trying to trademark rise and shine …….. see what y’all did
— zuwop ? (@NappyHeadZed_) October 22, 2019
In 2015, Kylie also attempted to trademark “KYLIE” for advertising and endorsement purposes. But renowned artist Kylie Minogue filed her opposition because of possible “damage” to her branding. Minogue’s team cited that she already owns Kylie-related trademarks in the US, including music recordings and websites. However, they already withdrew their opposition, which allowed Jenner to proceed.
Attempting to own words or catchphrases is becoming more common, but is it really necessary? Even Kaitlyn from “The Vox” finds it absurd. “The funniest celebrity trademark cases are ones that involve catchphrases, obviously, because the idea of having a catchphrase is — on its face — ridiculous.” By definition, a trademark “distinguishes the source of goods of one party from those of others.” This suggests that brands can no longer use Jenner’s “Rise and Shine” for their goods and services. But does it really make sense?
All we can say for now is that the Kardashian-Jenner clan really knows how to profit from a trend.
Photo courtesy of Kylie Jenner Shop Instagram Account
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