Insomniac’s Request to Trademark ‘PLUR’ Causes Social Media Stir

“Peace, love, unity, respect” has long been the law of the land in rave culture. But that might soon change as LA-based electronic music promoter Insomniac Events has filed an application to trademark the iconic acronym. 

Known for its money-making ventures like EDC Las Vegas, Insomniac wants to secure the iconic acronym for fashion purposes. When checking the US’ Patent and Trademark Office website, one Reddit user noticed the promoter filed a trademark for the ‘PLUR’ term under the clothing category. 

The filling suggests that Insomniac might be looking to expand its merch selection by incorporating the rave phrase. 

Electronic music fans have found the trademark application troublesome, taking to social media platforms to argue that the moral code shouldn’t turn into a commercial commodity.

“The funniest thing about insomniac trying to trademark “plur” is the fact it was originally “plurr” and the second R stands for responsibility, which insomniac lacks,” one user tweeted. 

Other netizens described the promoter’s trademark request as “not very PLUR” and proof “that the industry is becoming too commercialized.”

Members of the electronic community created a petition against Insomniac’s PLUR trademark filing.

Called “PLUR Is Public Domain,” it aims to “reinforce PLUR should remain freely available for everyone to use and promote.” 

However, the application has not yet been granted by the USPTO.

Billboard notes that cultural catchphrases cannot be trademarked because consumers don’t associate them with a single brand. 

The ‘PLUR’ acronym first saw daylight on Brooklyn’s streets in the 1990s. Coined by DJ Frankie Bones, the catchphrase remains one of international rave culture’s pillars. It often appears on T-shirts and other accessories, such as bracelets, at dance music festivals and events.