Usher and Rémy Martin Do NFTs Their Way

Usher has been a multi-hyphenate star for almost three decades IRL. He’s now taking his talent to the metaverse with the help of his favorite cognac.

Rémy Martin and the singer/actor have teamed to launch the “Usher x Rémy Martin 1738: A Taste of Passion” campaign, featuring a limited-edition bottle and NFT, whose design was inspired by A.I. integrated technology. 

The new Rémy Martin 1738 Accord Royal bottle entitled “Usher x 1738 A.I. Powered,” touts a new bottle design and is coupled with the debut of “A Taste of Passion Experience” — an immersive experience that accompanies the Grammy Award-winning artist’s My Way Las Vegas Residency.

“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,” said Amaury Vinclet, Global Executive Director of Rémy Martin.

When creating the “Usher x 1738 A.I. Powered” limited-edition, Usher used his musical vocabulary to describe his olfactory experience with the Rémy Martin 1738 Accord Royal. Fed through A.I. technology, known as Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, the depiction of tasting notes transformed Usher’s words 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 1738 Accord Royal bottle brings Usher’s “Taste of Passion” to life.

“I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process,” explained Usher.

A total of 50 limited-edition bottles were created as part of this latest collaboration. 25 Usher x 1738: A.I. Powered limited-edition bottles are available exclusively on BlockBar.com, the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits. Priced at $500, each NFT is available to purchase with ETH or credit card. The remaining 25 bottles will be gifted to Usher and his team to celebrate the 25th anniversary of his legendary album, My Way.

Each NFT is uniquely marked, and each purchase comes with the option of keeping the NFT, reselling it on BlockBar.com’s marketplace, gifting it or redeeming it for the physical bottle beginning in October 2022.

The Usher x Rémy Martin 1738: A Taste of Passion partnership will go beyond the bottle to showcase the intersection of music, technology, art and cognac, which will come to life through the launch of “A Taste of Passion Experience” in Las Vegas. By harnessing A.I. technology to visually articulate the taste of the Usher x 1738 Accord Royal A.I. Powered offering, “A Taste of Passion Experience,” will usher in spirits and music lovers alike, where the brand will host a multi-sensory experience while nodding to Usher’s illustrious career. Attendees will be offered Rémy Martin 1738 Accord Royal cocktails specially curated by Rémy Martin and Usher, including The Rémy Roller.

The ‘A Taste of Passion Experience’ is running on select nights from through October 29, in tandem with Usher’s My Way Las Vegas Residency, with tickets available for purchase here.