Insomniac Holdings, LLC’s trademark application for the term “PLUR” (Peace, Love, Unity, Respect) has ignited intense controversy across the electronic dance music community. The filing, made on February 10, 2023, with the USPTO, targets clothing goods like shirts, sweatshirts, and hats, sparking major backlash on forums such as r/electricdaisycarnival.
Community Reactions: Corporate Control vs. Rave Ethos
Many festival fans and longtime ravers see PLUR as the cornerstone ethos of rave culture, embodying open community values that run counter to corporate ownership. Insomniac’s move to trademark it was widely labeled:
- “The least PLUR thing possible”
- “Gross gatekeeping of a shared cultural principle”
- Corporate overreach and commercialization at odds with PLUR’s spirit
Meme-laden and serious comments alike criticized how trademark control could restrict cultural practices like kandi trading and spreading good vibes.
Trademark Background and Legal Nuance
Legal insiders on the thread clarified that Insomniac’s trademark is specifically for apparel, with filings requiring demonstration of interstate commerce and novel usage. The application process remains ongoing, with multiple requests to extend the examination period.
Importantly, this isn’t the first attempt to trademark “PLUR.” Previous registrations by other entities, including Plur LLC (2016) and Spring Break LLC (2015), show trademark claims aren’t unprecedented in the term’s history.
Perspective from Rave Culture Icons
Frankie Bones, credited with popularizing PLUR in the 1990s, publicly supported Insomniac’s application. He praised Pasquale Rotella’s contributions to rave culture and endorsed the trademark move as a positive step.
What This Means Going Forward
- Trademark approval is still pending, with legal challenges possible.
- Community divisions highlight tension between culture preservation and corporate branding.
- Insomniac’s stance amplifies ongoing debates about ownership of rave culture’s foundational symbols.
For now, “PLUR” remains a charged term, caught between grassroots legacy and commercial trademark battles.
Sources & Further Reading:
Source: r/electricdaisycarnival