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Rémy Martin teams up with Usher
Cognac brand Rémy Martin and musician Usher have partnered on a new global campaign to take music and spirits enthusiasts on a journey.
The ‘Life is a Melody’ campaign features a track from the Yeah! singer’s upcoming album, and is inspired by the idea that a ‘beautiful melody’ is created through ideas and experiences.
A spot for the campaign teases fans with a preview of Usher’s new song Comin’ Home, and features the artist sitting at a piano surrounded by Rémy Martin 1738 Accord Royal and XO bottles.
“As an artist, I’ve always drawn creative inspiration from different facets of life that are expressed through my music,” said Usher.
“I’m incredibly excited to continue my partnership with Rémy Martin, representing their exceptional Cognac expressions of 1738 Accord Royal and now, for the first time Rémy Martin XO, sharing an exclusive preview of my new music in a campaign that captures the breadth and endless possibilities of beautiful composition and marvellous melody.”
The duo have worked together multiple times in the past, once to launch the Usher x Rémy Martin: A Taste of Passion campaign and develop a non-fungible token (NFT), and to create Team up for Excellence – The Film. Life is a Melody is directed by Fleur Fortune, and has also seen chief strategist partner Aakomon Jones and choreographer Cathy Ematchoua work on the campaign.
“Through this partnership, we continue to draw inspiration from music as a timeless source,” added Jean-Philippe Hecquet, chief executive officer of the House of Rémy Martin.
“The ‘Life is a Melody’ campaign, in collaboration with Usher, embodies the artistic synergy between Cognac, music, and life itself. This harmony is reflected in the diverse range of tasting notes that blend together to create refined expressions.”
As an extension of the campaign, Rémy Martin and Usher will embark on a nationwide tour across the US that will see skate-experience pop-ups in New York City, Los Angeles, Las Vegas, Chicago, and Atlanta.
Each skating experience will be accompanied by an immersive Rémy Après Skate speakeasy.
“The ‘Life is a Melody’ campaign embodies the fusion of Rémy Martin’s exquisite cognac, the enchantment of music, and the art of roller skating,” said Tina Reejsinghani, vice-president of luxury brands at Rémy Cointreau Americas.
“This campaign, and the introduction of the Rémy Après Skate and cocktail experience underscores our timeless dedication to the culture of music and to our consumers who value exceptional experiences and the unparalleled craftsmanship of Rémy Martin.”