• Usher Joins Rémy Martin’s “A Taste of Passion” Campaign And Special NFT

  • Rémy Martin and Grammy-winning musician Usher have teamed up once more, this time to create the worldwide campaign “Usher x Rémy Martin 1738: A Taste of Passion,” which will comprise a limited-edition bottle and NFT produced using artificial intelligence-integrated technology. Rémy Martin and Usher’s long-standing collaboration began over a decade ago, when the cognac brand became an official partner of the OMG World Tour.

    The original Rémy Martin 1738 Accord Royal bottle will now be inscribed with “Usher x 1738 A.I. Powered,” and will feature an innovative design that complements the debut of Usher’s “A Taste of Passion Experience,” a multi-sensory, immersive experience that will follow his Las Vegas residency.

    “I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” said Usher. “I leaned into the exemplary Rémy Martin 1738 Accord Royal that flowed through me and am so impressed by the visuals that came out of the A.I. process – they truly represent the medley of tasting notes captured in the flavor. It’s rewarding to see those words translate to real-world artwork that my fans can engage with while bringing taste front-and-center.”

    The limited-edition “Usher x 1738 A.I. Powered” NFT is also part of the campaign. According to a press release, Usher described his olfactory experience with the famed Rémy Martin 1738 Accord Royal using his own musical lexicon. He defines it as “a silky Cognac with flavours of toasted bread, vanilla, and brioche.”

    Generative Adversarial Neural Networks and Contrastive Language-Image Neural Networks were used to create this. The cutting-edge depiction of tasting notes in Pre-Training translated Usher’s words into digital artwork, “making the invisible, visible.” The iconic 1738 Accord Royal bottle, reimagined in black and with a special seal commemorating the 25th anniversary of Usher’s breakthrough album My Way, brings Usher’s “Taste of Passion” to completion with an original design that reflects the convergence of music, technology, and art.

    “We’re very excited to be part of such a big moment for Rémy Martin as they enter the world of NFTs and launch a new limited-edition bottle which will be our first ever music collaboration to drop on 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 item that has been created by one of the world’s most celebrated artists, Usher.”

    This recent partnership resulted in the creation of 50 limited-edition bottles. 25 limited-edition Usher x 1738: A.I. Powered bottles will be offered exclusively on BlockBar.com, the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits. The launch will take place on a first-come, first-served basis on Friday (July 29) at 10 a.m. ET. Each NFT will cost $500 and will be available for purchase using Ethereum or a credit card. Users who successfully check out will obtain an NFT verifying ownership of the actual bottle, which BlockBar will hold until the owner is ready to redeem it. To commemorate the 25th anniversary of My Way, the remaining 25 bottles will be given to Usher and his staff.

    “For nearly 300 years, excellence has been at the core of Rémy Martin, and through this partnership, we’ve reached an incredible milestone, where we see brilliance breakthrough at the intersection of art, fine cognac, and technology,” said Amaury Vinclet, Global Executive Director of Rémy Martin. “As a brand that has been a long-time 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 how the technology was used and gives spirits aficionados and Usher fans alike a rare collectible they’ll treasure forever.”

    Beginning in October 2022, each NFT is uniquely identified, and each purchase includes the option of keeping the NFT, reselling it on BlockBar.com’s marketplace, gifting it, or redeeming it for the real bottle.

    The immersive “A Taste of Passion Experience” will be available to fans on select nights from July 15 to October 29, in conjunction with Usher’s My Way Las Vegas Residency. Tickets can be purchased at Ticketmaster.com.

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