Everyone knows the Masai, the West African semi-nomadic tribe, their amazing jewelry, their amazing dance and their colorful warriors. These people are iconic the world over.

And that iconic status has been used time and time again, without their say-so.

Brands have labelled everything from shoes to car windows with the Masai name. And what have the Masai had to show for that? A little more cool but not a penny of money!

If someone uses my image to make money, I have a right to seek some claim over that image, right? So, the Masai should also, as a collective, have that right. It’s no mistake who they are, what they represent and who a company is using as influence when they use the Masai name or style.

The Masai have been culturally appropriated now for generations!

Back in 2013 some of the Elders made an attempt to try and copyright their name. Along with the help of a nonprofit organization called Light Years IP (intellectual property value capture specialists) they sought to get the rights that could help them tap into $10million per year.

The brand is iconic and worldwide so the fight was never going to be easy, especially as others have already filed claims that include the name in their own products.

So far, they have made some advances in their claim. Light Years IP writes that working with Maasai IP Initiative Trust Ltd (MIPI) they have managed thus far:

Disrupting the power of corporations and taking power into the hands of 2 million pastoralists, the Maasai are taking control of their cultural brand and creating a clear and professional process for commercial users to apply for licenses.

• MIPI has recovered trademarks from a major corporation that is itself a global brand.
• The representative General Assembly has the authority of the decision-makers in the Maasai culture.
  Respect is the most important goal of the General Assembly of MIPI.
• Next actions are to secure licensing revenue to support the Maasai community in health, education and in buying back water rights and rights to grazing land to sustain the culture.
• The cultural brand will provide benefits to the Maasai people permanently.

These four quadrants illustrate four of the qualities of the Maasai people that have proven commercially valuable to businesses. The graphic is an extract from the licensing package for future companies willing to respect the Maasai by seeking their approval for a license.

They are also saying that we can help! And here is how:

1. Send your message of emotional support to [email protected], which will be translated and passed to the General Assembly.
2. Support the Maasai publicly recover their cultural brand.
3. Help fund Isaac broadcasting to rural Maasai in Tanzania and Kenya to ensure full inclusion.

Learn more here.

So, do you think the Masai should get their spoil of the riches?