Shouting out “EEEEEEEYOOOOOO!” in certain circumstances could land you in hot water with Pitbull.
The rap star’s familiar exclamation – heard in just about every one of his songs – is now his property.
On Oct. 8, 2019, the U.S. Patent and Trademark Office (USPTO) issued Pitbull with a pair of trademarks for “EEEEEEEYOOOOOO” – one for “entertainment services in the nature of live musical performances” and one for “musical sound recordings [and] musical video recordings.”
According to an essay penned by Pitbull's legal team in the the Spring 2020 edition of the New York University School of Law’s Journal of Intellectual Property and Entertainment Law, this is the first time the USPTO has granted this type of trademark.
The essay points out that Pitbull’s grito – a traditional shout of joy that is common in Mexican culture – has become iconic. “It allows fans instantly to recognize a Pitbull song or performance,” it reads. “Pitbull uses his grito as a sort of sonic signature. It is critical component of his branding [and] separates him from other artists.”
Pitbull sought the trademark protection after the 2017 release of “Mi Gente” by J Balvin and Willy William, in which a grito almost identical to Pitbull’s can be heard three times. (Pitbull released a remix of “Mi Gente” with his grito to highlight the similarity.)
Pitbull’s successful registration of “EEEEEEEYOOOOOO” could open the door for other artists to trademark signature sounds. “It is only a matter of time before other music superstars embrace this valuable branding protection,” the essay authors wrote, “and they would be wise to do so.”