Courtesy of Remy Martin
Rémy Martin recruits Usher for campaign and limited edition NFT – VIBE.com
Rémy Martin and Grammy-winning singer Usher have teamed up again, this time to launch the global campaign “Usher x Rémy Martin 1738: A Taste of Passion”, which will include a limited edition bottle and NFT, designed by artificial intelligence- integrated technology. The long-standing partnership between Rémy Martin and Usher first began over a decade ago when the cognac brand became an official partner of the OMG World Tour.
Now the classic Rémy Martin 1738 Accord Royal bottle will be inscribed “Usher x 1738 AI Powered” and present an advanced design that compliments the debut of Usher’s “A Taste of Passion Experience”, the multi-sensory, immersive experience that will accompany his residency in Las Vegas.
“I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” Usher said. “I leaned into the exemplary Rémy Martin 1738 Accord Royal flowing through me and am so impressed with the visuals that came out of the AI process – they truly represent the blend of tasting notes captured in the taste. It’s rewarding to see those words translate into real-world artwork that my fans can engage with while bringing flavor front and center.”
The promotion also includes the limited edition “Usher x 1738 AI Powered” NFT. According to a press release, Usher used his own musical vocabulary to describe his olfactory experience with the acclaimed Rémy Martin 1738 Accord Royal. He describes the taste as “a smooth cognac characterized by notes of toast, vanilla and brioche.”
The groundbreaking depiction of tasting notes was created using Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, transforming Usher’s words into digital art, “making the invisible visible.” Reissued in black and with a special seal celebrating the 25th anniversary of Usher’s debut album In my wayit emblematic 1738 Accord Royal bottle brings Usher’s “Taste of Passion” to life with an innovative design that embodies the fusion of music, technology and art.
“We are very excited to be a part of such a huge moment for Rémy Martin as they enter the world of NFT and launch a new limited edition bottle that will be our first ever music collaboration to hit BlockBar.com,” says Dov Falic, co-founder and CEO of BlockBar. “As a globally recognized brand known for craftsmanship and excellence, we are honored to have the opportunity to offer a rare collectible created by one of the world’s most celebrated artists, Usher.”
A total of 50 limited edition bottles were created as part of this latest collaboration. 25 by Usher x 1738: Limited edition AI-powered bottles will be available for purchase exclusively on BlockBar.com – the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits. The launch goes live at 10 a.m. ET Friday (July 29) on a first-come, first-served basis. With bottles priced at $500, each NFT will be available for purchase with Ethereum or a credit card. Users who successfully check out will receive an NFT proving their ownership of the physical bottle, which is held by BlockBar until the owner is ready to redeem it. The remaining 25 bottles will be gifted to Usher and his team to celebrate the 25thth anniversary of In my way.
“For almost 300 years, excellence has been at the heart of Rémy Martin and through this partnership we have reached an incredible milestone, where we see brilliant breakthroughs at the intersection of art, fine cognac and technology,” said Amaury Vinclet , Global CEO of Rémy Martin . “As a brand that has been a long-term collaborator with Usher and shares the same values, we are proud to have him launch the first limited edition bottle design for Rémy Martin 1738 Accord Royal. This bottle is a first for the spirits industry in terms of how the technology was used and gives spirits lovers and Usher fans alike a rare collectible they will treasure forever.”
Each NFT is uniquely branded, and each purchase comes with the option to keep the NFT, resell it on BlockBar.com’s marketplace, gift it, or redeem it for the physical bottle, starting in October 2022.
Fans will be able to see the immersive “A Taste of Passion Experience” running on select nights from July 15 to October 29, in conjunction with Ushers In my way Las Vegas Residency. Tickets can be purchased at Ticketmaster.com.
