Additionally, Las Vegas residencies, once signs that a musician’s career was over, are now proof of success, attracting artists in their prime, such as Lady Gaga, Usher and Adele. Cognac, like Las Vegas, has luxury connotations. Usher’s residency, which comes as Sin City continues its slow economic recovery caused by the pandemic, is also an ideal setting for the immersive experience. This strategy is especially important, as e-commerce is a large factor contributing to cognac’s growth. Previous initiatives include a mixed reality experience and NFC technology. Rémy Martin has long taken steps to integrate itself into popular culture with modern technology. “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," said Amaury Vinclet, global executive director of Rémy Martin in a press release. This is significantly higher than the usual price of Rémy Martin 1738 Accord Royal, which typically retails for around $67. The NFT, which can be “burned” in exchange for the physical bottle if the buyer chooses, will be priced at $500, payable by either credit card or with the cryptocurrency Ethereum. Of the 50 bottles produced, 25 will be given to Usher to celebrate his anniversary while the other 25 bottles will be for sale. The bottle is black and features a special seal celebrating the 25th anniversary of “My Way,” the album that launched Usher into stardom. Using AI technology, known as Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, the team took what Usher said and created avant-garde images to invoke those feelings, adding an additional level of innovation to the experience. Powered,” was designed by Usher using his own “musical vocabulary” to describe what smelling Rémy Martin 1738 Accord Royal is like. The in-person experience will run select nights from July 15 to October 29 and adds an additional layer that may excite people looking to get back into the world following pandemic restrictions. The Las Vegas interactive event, dubbed “A Taste of Passion Experience,” will accompany Usher’s “My Way” residency, serving guests a multi-sensory experience and an array of Rémy Martin 1738 Accord Royal cocktails curated in collaboration with the artist. The latest initiative between Usher and Rémy Martin marks a continued effort by the centuries-old company to position itself for the modern consumer.
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