RÉMY MARTIN x USHER
When you think of history, sophistication, elegance, class, and excellence, there’s no other premium spirit brand that comes to mind other than Rémy Martin. Rooted in the fundamental values of kinship and friendship for over three centuries, the house still applies those very same traditions to this day by connecting to people not only through their extended portfolio of cognac, but their innate sense of love for life and culture. The Team Up For Excellence campaign by Rémy Martin recognizes and highlights various artists and tells their story that possess those same shared values, authentic representation and collective successes, that is the very same foundation Rémy Martin was built on.
In partnership with creative agency Fred & Farid, Rémy Martin has created a period film that tells a unique story of the brands’ historic relationship and influence with music. And to “usher” us through the story-telling of such an important time for music and dance is no other than 8x Grammy award-winning, all-time entertainer, actor and named by RIAA (Recording Industry Association of America) as one of the best-selling artists in American History….Usher! For over 2 decades, Usher has been what we would describe as a visionary! A creative force that’s unapologetic about pushing musical boundaries and whose references and influence shaped the very artist he is today. More than just a trendsetter but a pioneer in the entertainment world that will forever have an impact upcoming generations. We were LUCKY enough to be granted the opportunity to speak with Usher himself via video along with Executive Global Director for the House of Rémy Martin, Amaury Vinclet to discuss the partnership, the idea and how it came together as well as the importance for such a film. Take a moment to watch the Team Up For Excellence The Film and read our interview.
Director: Jake Nava | Choreographer: Aakomon Jones | Music: Raphael Saadiq | Stylist: Marci Rodgers | Agency: Fred & Farid NY
(DH): So Amaury, I just wanted to know, like, what initially drew you to Usher to participate in such a project and a collaboration?
(AV): What drew us to Usher is that when it came to celebrating music, music excellence, Usher being a living legend was the perfect person to pay tribute to music. So, for the artist number one, and number two for the friend of (Rémy) Martin. Because we've teamed up with Usher 12 years ago already for the OMG Tour, Usher is a friend of the house. And we also, I think share similar values like the dedication to the craft, the passion for quality, the commitment to reach excellence. So choosing Usher was a natural choice.
(DH): I agree. I mean, I couldn't think of any other better person that would fit. And with the time lapse throughout the film, you hit kind of pivotal and influential moments in history with music and dance. And I just want to know how important it was to tell that kind of story with cognac, specifically Rémy Martin?
(AV): We wanted to celebrate the joyous cultural connections between cognac and music. Similar to music, cognac is a lifestyle (speaks French) as we say in France. Our job is to create exceptional cognacs such as 1738, so this project is a celebration of music excellence, and the cultural connection between France, cognac, and American artists.
(DH): Got ya! What message would you like to convey to viewers through these kinds of partnerships? Especially with a newer generation who may not be familiar with this kind of initiative and its storytelling. What is the bigger message that you would like to convey to this newer generation?
(AV): What we want to convey is that music and cognac is not just a trend. It's actually rooted in culture, with many creative interactions over the last century. One example that I really like about, music and cognac is a band called VSOP. You know VSOP is one of our most favorite products, most popular products in the in the US, Rémy Martin VSOP. And VSOP was the name of the quintet of Herbie Hancock in the '70s. He had a quintet group called, VSOP with former band members Miles Davis and so there has been many exceptional interactions between cognac and music over the last century. One message also is that we believe that exceptional artists draw inspiration from the past, and it's the same as Rémy Martin, where we get our one inspiration from, from the past. Our cellar master is passing on his know-how to the next generation. And transmission is key in culture.
(DH): Yes, I like that! Transmission is key, that's a very important statement. On to Mr. Usher! It's an honor to actually get to speak to you and thank you for taking the time out. But I wanted to start off with what was your initial thought when Rémy Martin actually reached out to you to take part in this project?
(UR): Well again this was an extension of a relationship that you know, started many years ago in support of artists. And here was an opportunity to, in essence, celebrate this artistic experience that one, goes back into our history and actually could be informative but also, two, a celebration at the same time. I wanted to make something that I felt would be remarkable, I felt it represented legacy, I felt represented you know, the reality of what I say, what I mean when I say, I stand on the shoulders of giants. Coming from a time where music and this culture was the only way we had to express ourselves, and it was a celebration. Dance, you know the Lindy Hop and the reality of what was happening in those Parisian clubs in those times, we've seen it, we’ve seen pictures of it but to be able to stand on the shoulders of those giants in this moment really gave me, you know an out-of-body experience. And then the way that we chose to tell the story with Jake Nava in a very theatrical manner as though this is a play, really did feel like it moved forward. It moves the culture forward and also two, moves the expectation of entertainment on this level. Working with an incredible timeless brand and artistic people who have a vision.
Jake Nava is amazing as a director, Marci Rodgers as a costume designer is amazing, when you think about all of what Aakomon Jones and Amy Ellen have done with me, and also too, what they've done as it relates to their award-winning performances, I really wanted the best team to be with us. And last but not least the musical aspect of it, which is what we all were hanging on because it does represent what we're talking about. For every incredible experience or bad experience, there's a song to go with it. So, you know, I really did challenge myself and I wanted to have the best, so I reached out to Raphael Saadiq to be our musical director and teaming up of this group to me felt like a juggernaut. It felt like this is the team, this is the Voltron of all Voltrons. Like the best of the best and we then just allowed the creative process and spirit to just take over. And I think that we made something that was really, really timeless and time conscious but a film.
(DH): Yeah! I feel like you answered like five of my questions all in one (laughs)! But walking into this, did you have any perceptive thoughts or ideas on how the story was going to be told? 'Cause you know, it's now a time where you kinda have to be a little bit sensitive. You have to kinda watch what you say and, like, what we do... you know what I mean? So, did you have any ... I won't say doubts, but did you have any insight of how it was going to be told, because you hit these kinds of eras throughout?
(UR): Um, I think that the integrity and the fact that we have similar values, the same values actually, you know, culturally Rémy Martin seemed like an amazing partner for this. And I wasn't apprehensive in any way. You know, once I knew that we were telling something that would be valuable in history, that would tell a story that people may have not necessarily known. And give recognition to the people of the past whom I've actually benefited from, whom I've actually been able to, you know, pull inspiration from to create my music. When I knew that they were there, I was like "No, this is gonna be an amazing, amazing idea." Plus, from the beginning, my references were so, so high and overly ambitious, and they didn't jump. They didn't say, "No, we're not gonna be able to do that. We have restraints." They were like, "No, that's right. Yeah, let's do that, that's amazing." So I knew from that moment, you know, it would definitely be a labor of love between the two of us. And if it meant staying up extra hours, I wasn't paying attention to the clock and neither were they. We were literally making something that we felt would be memorable in history. Not just about the moment, which is what I think and know Rémy Martin represents. They're not about the moment, they're about creating historical, timeless impressions and making sure that people understand how brave they have been and, you know, this was a bold move. So I say, "You know what, I'm with it." and I'd love to be the face of telling that story, because it's not about me at this moment. It's really about those people who really did pave the way for us, when we did not necessarily have a voice, when music had to represent us, when our movement and our culture, the way we dressed, the way we looked, our attitude (uses French expression) how that thing was something that we were associated with, and we didn't even know it. Or maybe we did. But now the rest of the world knows it, and they see it, and they celebrate it.
(DH): RIGHT! I like that.
(UR): And you know what, it really caused me to brush up on my French too, by the way. So, you know, we were like let's put a few French words in there and the cultures.
(DH): And given that you're like a triple threat anyway, did you find, which I would find it hard to believe, did you find any challenges when it came to choreography or anything like that, because I'm sure there were different moves that you kind of had to learn? Or maybe you already kind of knew them? But did you have any challenges?
(UR): The way that it's narrated, I'm literally ushering you through the reality of these eras and it did not hang on me being able to execute every move of this time. It was more showing the essence, and the environment, and celebrating it. And I could play in it, I could have a moment here, a moment there, you know. There were times where I really did, I got in really, really deep. Like, when we finally got to the '80s, and we were in the Cypher in the South Bronx, I literally jumped in a few times. You'll see that that moment cuts around a bit, but I got, you know, just inspired to the point where I literally wanted to get in the Cypher and dance with everyone which was not choreographed.
(DH): Another question, have you ever worked with Raphael Saadiq before this project? Like at any point throughout your career?
(UR): Uh, yes. We worked together on Hands of Stone. A movie that’s about Roberto Duran's life. I played Sugar Ray Leonard in the film. And when we worked on the music for the soundtrack, there was a song that we worked on together. That was our first time putting something together musically.
(DH): There's a specific line that's in the film where you say, "Music doesn't need cognac to exist, and cognac doesn't need music, but what is beautiful is that they were meant to meet, and when they did, they created cultural harmony." Does this message or has this message resonated with you at any point or been applied to your journey and your career at all?
(UR): Absolutely! It is to allow the inevitable to happen. The fact that there is an energy around what we're doing, and as long as we are open to collaboration, then something amazing happens that you didn't plan for, but becomes a piece and a part of history. I mean, that's been my life, period, by the way. That's been my life as, as an entertainer. You know, if you just think that it's just me, no. I have a choreographer that works along with me, a musician, actually a team of musicians that work with me in collaboration to create an entire album. Directors, choreographers, wardrobe stylists, makeup artists. So, this collaboration, this teaming up is what makes it possible to offer what I offer as an artist. So that message was also, too, echoed. And in saying that cognac doesn't need music to exist, and music doesn't necessarily need cognac, but that's the beautiful part of it, that it was just, I guess, intended to happen. It was a natural occurrence.
(DH): Got ya! What was your biggest takeaway from this experience?
(UR): That things are changing and they’re changing for the better. I love when you have moments like this that represent our history, I love when you…cause we can’t re-write the text books but what we can do is acknowledge through real time. You know this showing of evolution; I think is necessary for people to become more inquisitive and look deeper. You know, when you see the way they're moving, when you see the idea of the culture in that way, it only inspires those who care enough to look deeper in and find the deeper taste of life, you know that’s that. And then, there’s obviously the product (laughs), I think that there's a celebration and an elegance in cognac that is elevated, and that's part of the reason why I wanted people to see this and experience this.
(DH): You give some really good answers, I will say that (laughs). You give really good answers!
(UR): Well, wait 'til we get to Las Vegas, man. When we get to Vegas and we can raise our glasses, I'm really looking forward to that part! Yeah.
(DH): Listen! That’s a big deal, a very big deal to be in Vegas! My very last question, what does Team Up For Excellence mean personally to you? How do you apply that to your own well-being? Like your career, and all… What does it mean to you?
(UR): A collaboration first and foremost, the idea around teaming up around something that is excellent. And there's this harmonious blend between culture and cognac that I really just feel represents the balance between the two musically, and also too with regards to this thing that we have used to celebrate life. That teaming up artistically to experience something that, you know, highlights performance, highlights the people who really paved the way for our past. I felt like those were the essence of what I worked with, with the reality of what they felt, and they've invested in at Rémy Martin. 'Cause I'm not the first artist that we've teamed up with. But the fact that they are continuously finding ways to be on the right side of history, that's what teaming up for excellence is all about.