Usher may have a Las Vegas residency on the horizon, but he’s somehow managed to film a surprise short film in partnership with beverage brand Rémy Martin too.
Directed by Jake Nava, the visual celebrates the intertwined excellence of music and Cognac.
Aptly titled ‘Team Up For Excellence – The Film,’ the slick production spotlights the cultural link between Cognac and American music since 1917 in France — and how both have been linked ever since.
The 8-time GRAMMY winner invites viewers on a journey that spans the 1920’s through to the present day.
Along the way, the flick pays homage to the multi–cultural connections, styles, and rhythms of the past. From Blues to Hip–Hop Swing to Break–Dancing; all of which are very much anchored in the drive to excel.
Speaking on the film, the performer said:
“Music doesn’t need Cognac to exist, and Cognac doesn’t need Music to exist, but what is beautiful is that they were meant to meet and when they did, they created cultural harmony.”
Watch Ush in action after the jump…
Thoroughly enjoyable! As performers go, few can rival the sheen, shine, and slickness of what Mr. Raymond delivers.
An awesome brand alignment; one which has us amped for Vegas, his album, and more.