Usher's Next Single Makes a Cameo for Rémy Martin
Last week, Rémy Martin released its latest global campaign, "Life Is a Melody." Conceived by Fred & Farid New York, the work is a collaboration with Usher and features snatches of "Comin' Home," a track from his forthcoming album.
Usher narrates the ad, reflecting on the notes that contribute to harmony in life. The notion of musical notes provides a smooth segue into the notes of Rémy Martin's distinctive cognac.
Designed to "[showcase] the deep connection between Rémy Martin, Usher and the world of music," the video depicts the artist dipping in and out of neat choreographed moments. We're treated to a Rémy Martin pop-up roller rink—a cute-candy touch, especially with the Barbie movie looming on the horizon. Pop culture's a conversation!
It feels like we're getting behind the scenes of a music video. And there's never a bar, bottle or glass too far off.
"As an artist, I've always drawn creative inspiration from different facets of life that are expressed through my music," Usher says. "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."
"Life Is a Melody" will be supported by immersive out-of-home experiences in New York and Chicago, featuring projected mural maps where music and cognac converge. Rémy Martin and Usher will also embark on a nationwide tour to showcase Usher's relationship to skate culture.
This is where pop-up skate parks come in. Dubbed "4 on the Floor," they'll go live in New York, Los Angeles, Las Vegas, Chicago and Atlanta. Each will feature an Après Skate speakeasy for sampling specialty cocktails. (Sadly, "après" suggests the drinking happens after the skating, not during. We were very taken by the terrible idea of combining both activities, and blame some legal team someplace for this separation of drink and skate.)
"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," says 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."