18 Jun In Conversation: Riky Rick Talks About Being Part of the Global Rémy Martin Campaign
This month, Rémy Martin announced a collaborative new campaign with multi‐Grammy award winning musical artist, Usher. The campaign celebrates the harmonious blending of two cultures of timeless excellence: Music and Cognac. “Team Up For Excellence – The Film” highlights the cultural connection between Cognac and American music since 1917 in France, and how the two have been synonymous ever since.
In the film, Usher narrates a story spanning the decades from the 1920’s to present day, which pays tribute to the multi‐cultural connections, celebrated styles and rhythms of the past. Teaming up with Usher and Rémy Martin, are globally recognized creatives including Raphael Saadiq, world‐renowned musical composer; Marci Rodgers, Academy‐Award winning costume stylist; Aakomon Jones, award winning dance choreographer; and director of the production; Jake Nava.
Locally, Rémy Martin has once again joined forces with award-winning beat-maker, Riky Rick, as the South African face of the global campaign. The collaboration is a partnership continued from season one, which launched in 2019. ‘Team Up For Excellence’ reveals a more personal narrative, celebrating the people or ‘team’ behind Riky’s journey to success. Riky’s innovative style and savoir faire were the deciding factors which made Rémy Martin choose him as the face of the campaign.
In this Q&A, Riky Rick chats about what it is like to be part of this international campaign.
This is your second season partnering with Rémy Martin on the Team Up campaign, what made you want to continue this partnership?
This may be the second season of partnering up with Rémy Martin, but it feels completely fresh and new to me. We are telling a different story about artists and have the opportunity to spread the story of African music. Our main goal is for everyone to learn and witness.
What has been the highlight of your partnership with Rémy Martin so far?
The highlight of my partnership with Rémy Martin was traveling to Versailles- the home of Rémy Martin Cognac. Seeing how they grow the grapes, and the process of making Rémy Martin was amazing. I was also able to meet the people behind this drink that we all love, which was incredible.
The Team Up for Excellence campaign is a celebration of collaboration, shared values, and the success it generates. What do you think makes you are your team work so well together?
What makes my team and I work so well together is that we believe in each other and truly want to see each other shine and do well, through constant support and being there for one another.
How have each of your team members contributed to your journey to success?
They all have shared valuable skills and guidance, which I often find myself referring back to with every step of the way.
South African is certainly a blending of cultures, why do you think the Team Up for Excellence campaign will resonate with the local audience?
I think South Africans have always been great explorers of things, new concepts, new ideas. The Team Up for Excellence campaign is so relatable because everybody is looking for that excellence.
Everybody is trying to level up in terms of how they collaborate and seeing how we’ve collaborated with this brand has definitely shone a light on this campaign.
What does it mean to you to be part of this international brand and having your name and face next to other music icons like Usher?
It’s humbling, no one is obliged to work with anyone, people work with who they choose to work with. It’shumbling to be in an environment where you able to work with people that want to work with you and to be able to do amazing things.
The campaign is all about collaboration, who is one local or international artist that you would love to Team Up with to make music?
I would like to team up with a guy like Shaggy, I love his music and his vibe.