Usher x Rémy Martin Collab on Ultra-Exclusive AI-Powered Cognac
In case you missed it, Usher recently went viral with his phenomenal NPR Tiny Desk Concert performance (seriously, stop reading this and go check it out, if you haven’t already) last month. A few short weeks later, he made headlines again thanks to an ongoing partnership with Rémy Martin. The luxury cognac brand worked with the superstar on “Usher x Rémy Martin 1738: A Taste of Passion” – a collaborative campaign that included the release of an ultra-exclusive bottle and matching NFT – to celebrate the 25th anniversary of Usher My Way’s breakthrough and new Vegas residency.
Each bottle is adorned in jet black with exclusive artwork created especially for the collaboration by blending Usher’s voice with AI technology. According to Rémy Martin, “Usher used his own musical vocabulary to describe his olfactory experience with the famous Rémy Martin 1738 Accord Royal, a smooth Cognac characterized by notes of toast, vanilla and brioche”. Tasting notes were resampled using artificial intelligence to create unique, abstract bottle labels for the launch.
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Bottles of Remy Martin 1738 Accord Royal Cognac were only available through BlockBar.com, a direct-to-consumer NFT marketplace. All 25 were taken down by lucky fans almost immediately. Each buyer also got a corresponding NFT, which they can choose to keep, give away, resell through the site’s peer-to-peer marketplace, or cash in on a physical bottle of Cognac when it officially becomes available in October.
The good news? The ultra-exclusive bottles dropped on July 29, 2022, for a surprisingly reasonable price of $500. The bad news? Even if you’re well off enough to spend that much money on a one-of-a-kind cognac gift, you’re out of luck. The lot sold in just two seconds. (Although some bottles have already sold for north of $1,500 at the time of this writing.)
If, like us, you missed the bottle delivery, you can still get your Usher fix in person this year. The downfall was timed with the debut of his A Taste of Passion experience, an immersive multi-sensory after-show that coincides with Usher’s My Way-The Vegas Residency (with dates from now through the end of October). After the 90-minute greatest hits show, fans can tour interactive exhibits featuring one-of-a-kind artworks that pay homage to the superstar’s decades-long career, while enjoying bespoke cocktails (e.g., The Rémy Sidecar and UR Way) designed by the singer in collaboration with Rémy.
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As Associate Editor of Men’s Health, Commerce, Christian Gollayan oversees all shopping content on menshealth.com. He returned to New York via Portland, where he was associate editor of TheManual.com. Christian’s work has also been featured in InStyle, Food & Wine, the New York Post and Tatler Asia.