This band seems to be the first to be popularly referred to as playing "Jazz", or, as it was spelled early on, "Jass". According to Brown, once his band started enjoying popularity the local Chicago musicians union began picketing his band of non-union out-of-towners. One picketer's placards intended to link Brown's band with the Storyville prostitution district of New Orleans and the implied disreputable low life status; the signs read "Don't Patronize This Jass Music". The term "jass" at that time had a sexual connotation. The signs had the opposite of the intended effect; more people came to hear the band out of curiosity as to what "Jass Music" might be and how it could be performed in public. Brown realized the publicity potential and started calling his group "Brown's Jass Band". Some recently rediscovered Chicago newspaper advertisements list it as "Brown's Jab Band" or "Jad Band", confirming the reminiscences of Ray Lopez that the bandmembers assumed that "Jass" was too rude a word to be printed in the newspapers so they looked in a dictionary for printable words close to it, like "jade".