Rémy Martin announces a collaborative new global campaign with multi-Grammy award-winning musical artist, Usher to celebrate the blending of two cultures of timeless excellence: 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 the present day, which pays 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 honour 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.”
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.
Throughout history, the heart and soul of cultural movements 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 honoured 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 the depth of character and the excitement of indulging in moments of collective success.
“Rémy Martin has been at the centre of celebration for centuries, and the celebratory nature of Music is synonymous with our history of honouring 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.”
“Team Up For Excellence – The Film is a monumental artistic achievement stemming from our collaboration and long-standing relationship with our trusted creative global agency, Fred & Farid,” said Philippe Farnier, Chief Executive Officer for The House of Rémy Martin. “We celebrate this performance between our brand, creative agency and artist Usher. At Rémy Martin, we team up with those sharing our same quest for excellence, rooted in our values of people, terroir and time.”
This is not the first time that Rémy Martin celebrates music innovators. Locally, renowned Kenyan artist King Kaka appeared in the brand’s ‘Team Up For Excellence’ campaign in 2020 and ‘One Life, Live Them’ in 2018. Campaigns that applaud innovation, passion and commitment to excellence. And in 2019, King Kaka made headlines attending the Cannes Film Festival alongside the House to celebrate the diversity of culture and the coming together of creatives from around the world.
For almost 300 years, the story of Rémy Martin has been one of family, partners and collective success. Teamwork has always been at the heart of the brand, passing the spirit of collaboration on to younger generations. The desire to team up with others in a quest for excellence has been a part 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 brand figurehead for 150 years. Following the launch in the United States, the short film will be screened and showcased globally.
The campaign can be viewed on Rémy Martin and Rémy Martin KE