Image: YouTube/Rémy Martin SA
Music and Cognac: New film starring Usher celebrates the history of music in the US [video]
A new short film starring Usher highlights the cultural connection between cognac and American music since 1917.
Image: YouTube/Rémy Martin SA
Take a look back in time by watching Usher in Rémy Martin‘s film, Team Up For Excellence – The Film to celebrate their cognac’s centuries-long history and relationship with American music, especially related to jazz, blues and hip hop.
Celebrating the history of music in the US
The film highlights the cultural connection between cognac and American music since 1917 in France, and how the two have been synonymous ever since.
In the film, imagined in collaboration with Fred and Farid New York, Usher narrates a story spanning the decades from the 1920s to the 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; Usher and Rémy Martin 1783 Accord Royal travel through decades in France and the US, to honor 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 them is globally recognised creatives including Raphael Saadiq, world‐renowned musical composer, Marci Rodgers, Academy‐Award winning costume stylist, Aakomon Jones, and the award-winning dance choreographer, and director of the production, Jake Nava.
Creating historical music scenes
“I was really inspired by creating the historical music scenes in a way that felt true to the spirit of that moment, but also relevant and eye‐catching to a young contemporary audience,” states Jake Nava, “This dual priority informed my direction of all the music, dance and Usher’s performance.”
It is said that the heart and soul of cultural movements throughout history paved the way for future artists to innovate while paying homage to their roots and the musical styles that came before them.
