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Rémy Martin and Usher Team Up to Celebrate Two Cultures of Excellence: Music & Cognac
“Team Up for Excellence – The Film” Brings to life the history of harmony between these cultural entities through a musical journey
“In the Film, Usher narrates a story spanning the decades from the 1920’s to present day”
Team Up for Excellence – The Film, is a collaborative new campaign with multi-Grammy award winning musical artist, Usher to celebrate the harmonious blending of two cultures of timeless excellence: Music and Cognac. The Film highlights the cultural connection between Cognac and American 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 1920’s to present day, which pays tribute to the multi-cultural connections, celebrated styles and rhythms of the past.
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,” states Usher, “but what is beautiful is that they were meant to meet and when they did, they created cultural harmony.”
“Music doesn’t need cognac to exist, and cognac doesn’t need music, but that’s the beauty of it, they were meant to meet”
“I was really inspired by creating the historical music scenes in a way that felt true to the spirit of that moment”
“The heart and soul of cultural movements throughout history paved the way for future artists to innovate”
Teaming up with Usher and Rémy Martin, are globally recognized 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.
“I was really inspired by creating the historical music scenes in a way that felt true to the spirit of that moment, but also relevant and eye-catching to a young contemporary audience,” states Jake Nava, “This dual priority informed my direction of all the music, dance and Usher’s performance.”
The heart and soul of cultural movements throughout history paved the 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 has inherited the savoir-faire of the House from previous generations of cellar masters. Through this transmission of knowledge, Rémy Martin®1738 Accord Royal continues to encompass the spirit of celebrating depth of character and the excitement of indulging in moments of collective success.
behind the scenes
“That’s what I love about this idea, working together with Rémy Martin, they really wanted to celebrate our culture”
Rémy Martin x @Usher BTS
“My role as music composer is to find some of the best genre to move from 1920s to current times”
Rémy Martin x @raphael_saadiq BTS Music
“I have a responsibility being true to the spirit of the people who [lived] in the era”
Rémy Martin x @aakomon BTS Choreography
“From the beginning it was important to make sure we did this in the most authentic way”
Rémy Martin x @marcirodgers_ BTS Costume