Now Meghan tries to trademark the word ‘archetypes’

Now Meghan tries to trademark the word ‘archetypes’: Duchess bids to stop anyone else using the word -which first appeared in the English language 470 years ago – after deciding to use it for the title of her Spotify podcast

  • Meghan Markle is now trying to trademark the historic word ‘archetypes’
  • Duchess made the application at the US Patent and Trademark Office last month
  • Meghan could face legal challenge from companies that use word in their names
  • The duchess vows to investigate ‘labels that try to hold women back’
  • Meghan and Harry signed lucrative deal with Spotify with £18m in 2020

Meghan Markle is now trying to trademark the historic word ‘archetypes’ after announcing that her first series of podcasts for audio streaming giant Spotify would be called Archetypes.

The Duchess of Sussex made the application at the United States Patent and Trademark Office last month which covers the use of ‘archetypes’, a word which derives from ancient Greek and first entered into English usage around the 1540s.

The dizzying list of goods and services involved are ‘in the fields of cultural treatment of women and stereotypes facing women’.

They include everything from podcasts, television programs, DVDs, CDs and entertainment services distributed through satellite and cable TV, global computer networks, the internet, wireless devices, mobile applications, set-top boxes, webcasts and streaming media.

The application was made by Archewell Audio, one of a complex web of 11 companies established by Harry and Meghan and based in the opaque tax haven of Delaware. It would mean they own the trademark rather than Spotify, which paid them a rumored £18million in 2020.

The Duchess of Sussex made the application at the United States Patent and Trademark Office last month which covers the use of ‘archetypes’, a word which derives from ancient Greek and first entered into English usage around the 1540s

Prince Harry and Meghan Markle visit a radio station in Brixton, South London, in January 2018

Prince Harry and Meghan Markle visit a radio station in Brixton, South London, in January 2018

‘Archetype’: What is the dictionary definition?

  • Cambridge: ‘Typical of an original thing from which others are copied.’
  • Oxford: ‘The most typical or perfect example of a particular kind of person or thing.’
  • Merriam Webster: ‘The original pattern or model of which all things of the same type are representations or copies.’

Meghan could face a legal challenge from companies that use the word in their names, such as the skincare and cleaning products business Archetypes, which has already established a trademark.

Victoria Beckham fought a similar linguistic battle in 2002. The former pop singer known as Posh Spice tried to prevent the Championship football team Peterborough United from trademarking their club’s nickname ‘Posh’, arguing that the word was ‘inexorably associated’ with her.

The Archewell foundation announced that the couple’s Spotify podcast will finally debut this summer – 18 months after inking the lucrative deal – just two months after they called on their new employer to crackdown on Covid vaccine claims peddled by Joe Rogan.

‘Archetypes’ is hosted by Meghan who will speak to historians, experts and woman who have experienced being typecast.

In a trailer for the Archewell Audio project, the duchess says: ‘This is how we talk about women: the words that raise our girls, and how the media reflects women back to us. But where do these stereotypes come from? And how do they keep showing up and defining our lives?’.

The duchess, previewing the type of guests who will feature, adds: ‘This is Archetypes – the podcast where we dissect, explore and subvert the labels that try to hold women back.

‘I’ll have conversations with women who know all too well how these typecasts shape our narratives. And I’ll talk to historians to understand how we even got here in the first place.’

The application was made by Archewell Audio, one of a complex web of 11 companies established by Harry and Meghan and based in the opaque tax haven of Delaware

The application was made by Archewell Audio, one of a complex web of 11 companies established by Harry and Meghan and based in the opaque tax haven of Delaware

The announcement marks Archewell Audio's debut podcast series with Spotify

The announcement marks Archewell Audio’s debut podcast series with Spotify

Meghan and Harry signed a lucrative deal with the audio streaming giant to host and produce podcasts, estimated to be worth around £18million, in late 2020. But they had only released one show so far – a holiday special featuring their son Archie and celebrity guests .

Spotify and Archewell Audio said: ‘Spotify and Archewell Audio both value responsible stewardship of the audio landscape, and as explained recently, are committed to working closely to support transparency and strong principles of trust and safety.’

Meghan has long been a campaigner on female empowerment. Spotify and Archewell Audio described her conversations with typecast women as ‘uncensored’ and said the duchess would delve into the origins of stereotypes.

Former Suits actress Meghan is also an executive producer on the series, along with Ben Browning, Archewell’s head of content, and Rebecca Sananes, Archewell’s head of audio.

The podcast will be produced by Archewell Audio in partnership with Gimlet Media for Spotify.

What does Meghan say in the Spotify trailer?

‘This is how we talk about women: the words that raise our girls, and how the media reflects women back to us… but where do these stereotypes come from? And how do they keep showing up and defining our lives?

‘I’m Meghan and this is Archetypes – the podcast where we dissect, explore and subvert the labels that try to hold women back. I’ll have conversations with women who know all too well how these typecasts shape our narratives. And I’ll talk to historians to understand how we even got here in the first place.

‘Archetypes – coming soon. Listen only on Spotify.’

Prince Harry and Meghan Markle at Global Citizen Live: New York, September 25, 2021

Prince Harry and Meghan Markle at Global Citizen Live: New York, September 25, 2021

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