NEW YORK, USA — In a truly unexpected way, the Grammy award-winning musical artist Usher has launched his limited edition 1738 bottle with cognac brand Rémy Martin. With the help of artificial intelligence (AI), the artist used his own musical vocabulary to describe the taste of Cognac. Fed through AI technology, Usher’s avant-garde depiction of tasting notes is turned into artwork, making the invisible, visible. The beauty of the AI was to visually translate what’s never been seen before: taste.
For the “Usher x Rémy Martin 1738: A Taste of Passion” experiential campaign imagined by the New York creative boutique FRED & FARID New York, Usher took pleasure to describe the smooth Rémy Martin 1738 Cognac, characterized by notes of toasted bread, vanilla, and brioche, in so many different musical ways, each bringing to life a different artwork. The artist made more than 50 different experiences before he made his choice. Some of them will be shown during the after-party of his Las Vegas residency.
Never done before, the result of this experience is artistically stunning. The experience is pushed further in an immersive event after each concert during Usher’s Las Vegas residency, called also “A TASTE OF PASSION.”
This AI-inspired bottle designed to capture the taste will be available for a limited time only purchased as an NFT. A total of 50 limited-edition bottles were created as part of this latest collaboration. But only 25 Usher x 1738: A.I. Powered limited-edition bottles will be available to purchase exclusively on BlockBar.com, the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits.
“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.”
CREDITS:
FRED & FARID New York
PRODUCTION: ICONOCLAST
We Are From LA – Director
Ryley Brown – DP
Scott Harris – 1st AD
April Roomet – Stylist
Nicole Patterson – Make Up
Shawn Porter – Groomer
Charles-Marie Anthonioz Managing Dir / EP
Valerie Romer – Executive Producer
Tracy Broaddus – Line Producer
VFX: THE MILL
Akshay Tiwari -Designer
Ashique T – Junior Artist – Compositing
Betty Cameron – Senior Lead Compositor
Brian O’Donnell – Designer
Chet Hirsch – Art Director
Claire Stiefel – Associate Producer
David Rowley – Technical Director
Edward Rilli Jr – Senior Producer
Heather Keister – Senior Lead Compositor
Julien Aucouturier – Lead Compositor
Katie Tricot – Executive Producer
Ken Pelletier – Designer / Animator
Kristina Sharabinskaia – Designer
Laura Nash – Designer
Leanne Belgiorno – Senior Editor
Mark Gethin – Colorist
Michael Schaeffer – Creative Director
Muliki Shanmukha Kameswara Rao – Mid Artist – Compositing
Nelikanti Goutam Raju – Mid Artist – Compositing
Rajashekhar Nagappa Nadiminti – Mid Artist – Compositing
Robert Diel – Senior Creative Technologist
Siggy Chojnacki – Production Coordinator
Tim Crean – Lead Compositor
Tom McCullough – Creative Director
