Usher x Rémy Martin launch exclusive cognac and luxury NFT

Grammy award-winning musical artist Usher is teaming up with Rémy Martin, the Cognac brandy company to launch the ‘Usher x Rémy Martin 1738 Accord Royal’ NFT collection featuring a luxury multi-sensory immersive NFT collection powered by AI technology . 

When creating the NFTs, Usher used his own music language to describe his olfactory experience with the renowned Rémy Martin 1738 Accord Royal, a smooth Cognac characterized by notes of toasted bread, vanilla and brioche. Using A.I. technology, known as Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, Usher’s music is transformed into artwork that makes the invisible, visible. Reimagined in black and featuring a special seal that celebrates Usher’s 25th anniversary of My Way, the emblematic 1738 Accord Royal bottle brings Usher’s ‘Taste of Passion’ to life with a design that embodies the harmony of music, technology and art.

‘I'm an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process," says 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.’

These NFTs are accompanied with an exclusive physical bottle and will be exclusively available on BlockBar.com, a direct-to-consumer NFT marketplace for premium wines and spirits. The drop will go live on July 29th with twenty-five NFTs on sale at $500 (0.34 ETH) each. Users can buy the NFTs with ETH or credit card. 

Global Executive Director of Rémy Martin, Amaury Vinclet said of the partnership, ‘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. 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.’

Photo: BlockBar