R&B singer Usher has partnered with the drinks company Rémy Martin for the launch of a limited-edition bottle and NFT.
The global campaign “Usher x Rémy Martin 1738: A Taste of Passion” was inspired by artificial intelligence (AI) integrated technology and is the latest Rémy Martin 1738 Accord Royal bottle.
The collection is scheduled to go live on Friday, July 29, at 10am EST on a first come first served basis. Priced at $500, it will be available to purchase using either Ethereum (ETH) or a credit card.
The launch comprises 50 limited-edition bottles, with only half available exclusively on BlockBar.com (a direct-to-consumer NFT marketplace for luxury alcoholic beverages).
The other half will be given to Usher and his team to celebrate the 25th anniversary of his studio album, My Way.
The bottle itself has been named after the singer as the “Usher x 1738 A.I. Powered”, and included in the campaign is a debut of “A Taste of Passion Experience”, Usher’s multisensory, immersive experience accompanying his Las Vegas residency.
“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”, the singer said.
“I’m an artist at my core, so transforming an abstract sensory experience like taste into something visual really spoke to my creative process.”
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