Usher and Romeo Need to Collab Again
NEW YORK, April 29, 2021 /PRNewswire/ -- Today, Rémy Martin announces a collaborative new campaign with multi–Grammy award winning musical creative person, Conductor to celebrate the harmonious blending of 2 cultures of timeless excellence: Music and Cognac. "Team Up For Excellence - The Film" highlights the cultural connection between Cognac and American music since 1917 in France, and how the two have been synonymous always since.
In the Film imagined in collaboration with FRED & FARID New York, 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; Conductor and Rémy Martin®1738 Accord Royal travel through decades in French republic and the United states of america, to honor these cultural figures; both rooted in a shared philosophy of aiming for the stars.
"Music doesn't demand Cognac to exist, and Cognac doesn't need Music to exist," states Conductor, "but what is cute is that they were meant to run across and when they did, they created cultural harmony."
Teaming up with Usher and Rémy Martin, are globally recognized creatives including Raphael Saadiq, world–renowned musical composer; Marci Rodgers, University–Award winning costume stylist; Aakomon Jones, award winning trip the light fantastic toe choreographer; and director of the production; Jake Nava.
"I was really inspired by creating the historical music scenes in a way that felt truthful to the spirit of that moment, but as well relevant and eye–catching to a young contemporary audition," states Jake Nava, "This dual priority informed my direction of all the music, dance and Conductor's performance."
The heart and soul of cultural movements throughout history paved the manner for future artists to introduce, while paying homage to their roots and the musical styles that came earlier them. The same respect for heritage is honored by Rémy Martin and Cellar Principal, Baptiste Loiseau, who has inherited the savoir–faire of the Business firm from previous generations of cellar masters. Through this transmission of knowledge, Rémy Martin®1738 Accordance Regal continues to encompass the spirit of celebrating depth of graphic symbol and the excitement of indulging in moments of collective success.
"Rémy Martin has been at the heart 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 Manager of Rémy Martin "Acknowledging this collective success has been at the centre of Rémy Martin since 1724."
Historically, Rémy Martin and Usher teamed up during his 2010 "OMG" globe tour, where the Cognac brand was the official sponsor of after parties beyond the U.s.a., Canada and Europe. Additionally, Conductor co–hosted the launch dinner for Producer Serial with Jermaine Dupri in 2018.
"Team Upward For Excellence – The Film is a monumental creative achievement stemming from our collaboration and long–continuing human relationship with our trusted creative global bureau, FRED & FARID," said Philippe Farnier, Primary Executive Officeholder for The House of Rémy Martin. "We celebrate this performance between our brand, creative agency and artist Conductor. At Rémy Martin, we team up with those sharing our same quest for excellence, rooted in our values of people, terroir and time."
For almost 300 years, the story of Rémy Martin has been one of family, partners and collective success. Teamwork has always been at the centre of the brand, passing the spirit of collaboration on to younger generations. The desire to team upwards with others in a quest for excellence has been a office of the Rémy Martin ethos since 1724, with the constant dedication to creating premium Cognac. To continually go further and aspire to achieve more is a reflection of the Centaur, Rémy Martin's make figurehead for 150 years. Post-obit the launch in the Us, the brusque film will be screened and showcased globally.
CREDITS:
Make: Rémy Martin
Title of ad: Team Up For Excellence – The Film
Agency: FRED & FARID New York
Music: Raphael Saadiq
Costume stylist: Marci Rodgers
Trip the light fantastic toe choreographer: Aakomon Jones
Director of the product: Jake Nava
For more information visit RemyMartin.com and follow along on social media at:
Instagram @RemyMartinUS | Twitter @RemyMartinUS | Facebook RemyMartinUSA
ABOUT RÉMY MARTIN
Since 1724, Rémy Martin has produced premium spirits that consistently appeal to the earth's near discerning connoisseurs. A profound love of the land, a continuity of family ownership and a passionate commitment to excellence has sustained Rémy Martin for nearly three centuries. Every bit a result of its masterful product and generations of tradition in Cognac, Rémy Martin today produces Fine Champagne Cognacs, including Rémy Martin® XO, Rémy Martin® Tercet, Rémy Martin 1738® Accord Royal and Rémy Martin® V.S.O.P For additional information, visit www.RemyMartin.com.
ABOUT RÉMY MARTIN 1738
Born from the cask and named later a regal approving, Rémy Martin®1738 Accord Royal is a truly distinctive cognac. Its exceptional smoothness and rounded oakiness starts with the toasting of the casks, before the eaux–de–vie even begin to mature. This unique aromatic profile is then revealed through a rigorous selection of eaux–de–vie. Recognized for its outstanding quality year later twelvemonth in international competitions, Rémy Martin®1738 Accord Royal celebrates true depth of character and the sheer indulgence of sharing good moments.
ABOUT RÉMY COINTREAU
All effectually the world, in that location are clients seeking exceptional experiences; clients for whom a wide range of terroirs means a variety of flavors. Their exacting standards are proportional to our expertise – the finely–honed skills that we laissez passer downwardly from generation to generation. The time these clients devote to drinking our products is a tribute to all those who have worked to develop them. Information technology is for these men and women that Rémy Cointreau, a family–endemic French Group, protects its terroirs, cultivates infrequent multi–centenary spirits and undertakes to preserve their eternal modernity. The Grouping'due south portfolio includes 12 unique brands, such as the Rémy Martin and Louis Xiii Cognacs, and Cointreau liqueur. Rémy Cointreau has a unmarried ambition: becoming the earth leader in infrequent spirits. To this end, information technology relies on the delivery and creativity of its one,900 employees and on its distribution, subsidiaries established in the Group's strategic markets. Rémy Cointreau is listed on Euronext Paris.
Near Usher
Challenging himself creatively, testing musical boundaries and existence on the artistic forefront of new and developing trends are characteristics that have defined Usher throughout his 20 yr career. Usher has been ranked by the Recording Industry Assn. of America every bit one of the all-time–selling artists in American music history, having sold over 65 1000000 albums worldwide. He has won numerous awards including 8 Grammy Awards and was named the #1 Hot 100 artist of the 2000s decade. Conductor has attained ix Hot 100 #1 hits and eighteen Hot 100 elevation–10 singles. His career in Boob tube and Picture show includes ii seasons as a omnibus on NBC's The Voice as well every bit starring roles in films such as "Easily of Stone" and "Burden". 2021 continues to be a decorated year for Usher with an upcoming new album release and the launch of his much anticipated Las Vegas residency at Caesar's Palace. In the past year Usher's two singles "Don't Waste My Time" and "Bad Habit" both hitting #1 on the Billboard R&B Charts. He too released "I Cry", a powerful and emotional song about the social and racial injustices of our time. Usher is currently in the studio recording his 9th studio anthology which will exist released late 2021.
ABOUT FRED & FARID New York
FRED & FARID is a purpose driven company producing meaningful ideas, grounding brands into civilization. Based in New York, Paris, FRED & FARID New York's culture is a peculiar mix of the French sense of craft and taste, the Chinese sense of tactic and digital, and the American sense of vision and strategy. The agency focuses on creative consulting, brand strategy, branding, content & social activation, and has produced 1800+ creative campaigns for 250+ brands in 33+ industries, winning 950+ awards and 25+ manufacture titles – including the AdAge Minor Agency 2020 Golden Newcomer of the Yr, and Best Integrated Campaign of the Year. Website: www.fredfarid.com
SOURCE Remy Martin
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