Pharrell Williams pens song for Louis XIII CognacBy Nicola Carruthers
Louis XIII Cognac has partnered with American musician Pharrell Williams to create a new song that aims to raise awareness of environmental issues.
The new song, titled ‘100 Years – The Song We’ll Only Hear If We Care’, will be released in 2117, but only if the consequences of global warming are addressed.
The track was put on a record made of clay from the chalky soil of the Cognac region, and stored in the Louis XII cellar in a safe specially designed by Fichet-Bauche that is only destructible when submerged in water.
If sea levels continue to rise due to climate change, scientists project that in 100 years, a portion of the world’s land might be underwater.
“I love the fact that Louis XIII thinks a century ahead,” said Williams. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It’s all about legacy and transmission.”
‘100 Years’ premiered during a private listening party in Shanghai last month, where the American rapper presented the song for the first time.
“We are incredibly proud of this innovative project,” said Ludovic du Plessis, global executive director of Louis XIII.
“Nature and time are at the heart of what we do. If the environment is unstable, even the greatest cellar master would not be able to compose the exceptional blend that is Louis XIII. Global warming is one of the most important issues of the 21st century; with “100 Years” – The Song We’ll Only Hear If We Care, we hope to inspire people around the world to take action.”
In 2015, Louis XIII partnered with actor John Malkovich to create 100 Years: The Movie You Will Never See, as part of a campaign that explored the relationship of past, present, and future.