Ahead of the release of his new single “Comin’ Home,” Grammy Award-winning singer Usher is expanding his partnership with Rémy Martin to amplify skate culture further.
If Usher’s Las Vegas residency has taught R&B lovers anything, the singer’s luscious vocals are intoxicating to anyone within ear’s reach. So it’s only fitting that the multiple Grammy Award-winner extended his partnership with Rémy Martin. During their last partnership, the duo highlighted technology’s recent advancements. This go around, they are amplifying the human touch with skate culture at the center of it all.
In the official video for the campaign, soundtracked by the singer’s forthcoming single “Comin’ Home” off of Usher’s forthcoming album, he travels from the bar to the stage while making a few stops in between. One of those stops includes a groovy skating rink, as the musician demonstrates that each note of his life is all in harmony.
When discussing the partnership, in a statement, Usher said, “As an artist, I’ve always drawn creative inspiration from different facets of life that are expressed through my music. 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 in a campaign that captures the breadth and endless possibilities of beautiful composition and marvelous melody.”
Rémy Martin’s Chief Executive Officer, Jean-Philippe Hecquet, echoed the entertainer’s sentiments, saying, “Through this partnership, we continue to draw inspiration from music as a timeless source. The ‘Life is a Melody’ campaign, in collaboration with Usher, embodies the artistic synergy between Cognac, music, and life itself. This harmony is reflected in the diverse range of tasting notes that blend together to create refined expressions.”
As part of the Life Is A Melody campaign, the brand will host a series of 4 on the Floor pop-up roller rinks in select cities across the country, highlighting their UR Way specialty drink (Rémy Martin 1738 Accord Royal and Rémy XO Old Fashioned) named in honor of Usher’s 1997 My Way album. Dates and locations for the pop-ups will be posted to Rémy Martin’s official social media pages.
Next, they will display several custom out-of-home (OOH) experience murals in New York and Chicago. The murals will be live in New York City from July 24 through August 20 and in Chicago from September 18 through October 22.
Lastly, the pair will release an exclusive merchandise collaboration with decorated designer Jon Stan. To learn more about the collaboration, click here.