Usher partners with Rémy Martin in global music, cognac collaboration
Rémy Martin has announced a new global campaign with American multi-Grammy Award winner Usher to celebrate the blending of music and Cognac.
“Team Up For Excellence – The Film” highlights the cultural connection between Cognac and music since 1917 in France, and how the two have been synonymous ever since.
In The Film, Usher narrates a story spanning the decades from the 1920s to present day, paying tribute to the multi-cultural connections; from blues to hip-hop, swing dancing to break-dancing.
Usher and Rémy Martin ®1738 Accord Royal travel through decades in France and the US, to honor these cultural figures; both rooted in a shared philosophy of aiming for the stars.
“Music doesn’t need Cognac to exist, and Cognac doesn’t need music to exist, but what is beautiful is that they were meant to meet and when they did, they created cultural harmony,” said Usher.
Teaming up with Usher and the cognac, are global creatives including Raphael Saadiq, world-renowned musical composer; Marci Rodgers, Academy-Award winning costume stylist; Aakomon Jones, award winning dance choreographer; and director of the production; Jake Nava.
It is meant to capture the heart and soul of cultural movements throughout history and how they paved way for future artists to innovate, while paying homage to their roots and the musical styles that came before them.
The same respect for heritage is honored by Rémy Martin and Cellar Master, Baptiste Loiseau, who inherited the savoir-faire of the House from previous generations of cellar masters.
“Rémy Martin has been at the center of celebration for centuries, and the celebratory nature of Music is synonymous with our history of honoring communities and culture,” said Amaury Vinclet, Global Executive Director of Rémy Martin “Acknowledging this collective success has been at the heart of Rémy Martin since 1724.”
This is not the first time that Rémy Martin is celebrating music innovators as renowned Kenyan artist King Kaka appeared in the brand’s ‘Team Up For Excellence’ campaign in 2020 and ‘One Life, Live Them’ in 2018.