With the help of director Fleur Fortune, Chief Strategist Partner Aakomon Jones, and choreographer Cathy Ematchoua, the campaign brings to life “the symphony of artistic expression [while] elevating the concept that every note, every pour, and every bottle is about more than just taste, it is the culmination of history, place, and people converging to create something truly remarkable.”

“As an artist, I’ve always drawn creative inspiration from different facets of life that are expressed through my music,” says the singer. “I’m incredibly excited to continue my partnership with Rémy Martin, representing their exceptional cognac expressions of 1738 Accord Royal and now, for the first time Rémy Martin XO, sharing an exclusive preview of my new music in a campaign that captures the breadth and endless possibilities of beautiful composition and marvelous melody.”

The extension of Usher’s partnership with Rémy Martin will include a nationwide tour that intertwines his connection to skate culture and love for music. The “4 on the Floor” pop-up experiences will be held in New York City, Los Angeles, Las Vegas, Chicago, and Atlanta with each skating experience to feature an immersive Rémy Après Skate speakeasy, which will spotlight a selection of specialty cocktails.

Additionally, Rémy Martin will also unveil a captivating out-of-home (OOH) experience in New York and Chicago that will immerse attendees into a one-of-a-kind experience where “music and cognac harmoniously converge.” The murals will be live in New York City from July 24 until Aug. 20 and in Chicago from Sept. 18 through Oct. 22.

“The ‘Life is a Melody’ campaign, in collaboration with Usher, embodies the artistic synergy between Cognac, music, and life itself. This harmony is reflected in the diverse range of tasting notes that blend together to create refined expressions” said Jean-Philippe Hecquet, chief executive officer of the House of Rémy Martin.

Check out the new ad above.