Louis XIII and Pharrell Williams created a song titled “100 Years – The Song We’ll Only Hear #IFWECARE” – which is inspired by the 100 years it takes to make a bottle of Louis XIII cognac. The only catch is, it will only be released in the year 2117. A unique and original musical composition written by the American rapper, singer, songwriter, record producer, and film producer, the track is a creative expression of the delicate relationship between nature and time, and the effect humans have on their environment.
Why can we hear it only if we care?
Notably, Pharrell’s exclusive track was recorded onto a record made of clay from the chalky soil of Cognac and stored in the cellars of Louis XIII in a state-of-the-art safe specially designed by Fichet-Bauche that is only destructible when submerged in water.
How does “100 Years” connect to the environmental issues?
Due to climate change, the sea levels are continuously on the rise at an alarming rate. Scientists have projected that in 100 years, a significant portion of the world’s land might be underwater. Thus, the only way to guarantee this original piece of music will be heard again in 2117, one century from now is if we address the tragic consequences of global warming – if we do not change our way of living, future generations will never be able to hear this song.
Is the “100 Years” song a marketing gimmick?
Absolutely not. “100 Years” – The Song We’ll Only Hear If We Care – was previewed in Shanghai on November 13th, 2017 during a private listening party. There, Pharrell presented the song ONE time only and the one hundred lucky guests in attendance were not allowed to record the once-in-a-lifetime experience, so the song remains a secret for the next century.
Why Pharrell Williams?
Pharrell has long been passionate about preserving our environment and how important human action is to addressing climate change. And the fact that Louis XIII thinks a century ahead, he believes that everyone should all do the same for the planet. “We have a common interest in preserving nature for the future,” he says, noting that the private listening party was aimed to inspire the 100 lucky guests to take action and motivate others to get involved in the international effort to curb global warming.
Why does this project matter in 100 years?
According to Ludovic du Plessis, Global Executive Director of Louis XIII. “Nature and time are at the heart of what we do. If the environment is unstable, even the greatest Cellar Master would not be able to compose the exceptional blend that is Louis XIII. Global Warming is one of the most important issues of the 21st century; with ‘100 Years – The Song We’ll Only Hear If We Care’, we hope to inspire people around the world to take action.”
Notably, this is not the brand’s first collaborative work. In 2015, Louis XIII teamed up with renowned actor and creative visionary John Malkovich to create “100 Years: The Movie You Will Never See”. Directed by Robert Rodriguez, the upcoming film is due to be released on 18 November 2115 and is a thought-provoking artistic work that explores the relationship of past, present, and future. Pending release, the film is kept in a high-tech bulletproof glass safe and will then go on tour around the world before being returned to Cognac, France and the Louis XIII cellars.