What should have been a festive announcement has quickly turned into a major cultural storm online.
Nigerian entrepreneur and media personality Deola Art Alade, co-founder of Livespot360, shocked fans after revealing that her company legally trademarked the phrase “Detty December” back in 2019 — sparking outrage among Nigerians who view the slang as a shared cultural identity, not a corporate brand.
The disclosure came during the unveiling of Detty December Fest, scheduled for December 6–31 in Lagos. But instead of applause, the announcement drew widespread criticism and memes on X (formerly Twitter) and Instagram, as users accused Livespot360 of trying to “own” a phrase that has become a symbol of Nigeria’s global festive culture.
What Is “Detty December”?
“Detty December” refers to Nigeria’s lively end-of-year party season — a period filled with concerts, weddings, reunions, nightlife events, and tourism. The term captures the high-energy, no-rest attitude that dominates December in cities like Lagos, Abuja, and Accra.
For many, it represents a collective cultural experience — not a corporate trademark. As one social media user wrote, “You can’t trademark a feeling that belongs to millions of Nigerians.
Why Nigerians are angry.
1. Public Culture, Private Control
To many Nigerians, the move by Livespot360 feels like corporate gatekeeping. Detty December, they argue, is a community term born from street slang, diaspora excitement, and digital virality — not something to be legally owned.
2. Origins in Nigerian Pop Culture
The phrase reportedly gained traction around 2016, after artists like Mr Eazi used it in music promotions and social media campaigns. By 2019, it had already become a household term for December fun — making the trademark revelation surprising to fans who assumed it belonged to everyone.
3. Culture vs. Commerce
Trademarking street slang is not illegal, but critics say it highlights the tension between grassroots creativity and commercial exploitation. Legal analysts note that this case could redefine how cultural expressions are monetised in Nigeria’s entertainment industry.
By securing the trademark, Livespot360 gains exclusive rights to use Detty December for events, merchandising, and advertising.
However, trademark experts caution that generic or popular phrases are difficult to enforce, meaning public usage of the term may continue largely unaffected — unless the company pursues enforcement action.
Backlash was swift. Thousands of Nigerians took to social media to express frustration.
Some vowed to boycott the upcoming Detty December Fest, while others mocked the move with parody trademarks like “Dirty January” and “Clean November.”
Entertainment observers say the controversy has become a cautionary tale about branding culture too tightly.
“You can file a trademark,” one commentator noted, “but you can’t trademark a vibe.”
Despite the backlash, Livespot360 says its Detty December Fest will proceed as planned in Lagos. The event is expected to feature live performances, art exhibitions, fashion showcases, and tourism experiences, celebrating Nigeria’s creative scene.
Meanwhile, legal experts suggest that a challenge to the trademark could emerge, especially if another event organizer attempts to use the phrase.
