The singer’s project with Louis XIII Cognac is going under lock and key for 100 years. Here’s why
Why would an artist record a song and lock it away for a century, to be discovered only long after their death? Sounds a touch counterintuitive, no? Well, to Pharrell Williams, this move makes complete sense. He’s recorded a song in partnership with Louis XIII that’s been tucked away somewhere in the Cognac house’s cellar, sealed in a safe that’s programmed to unlock only in 2117 – if it’s still there.
Both Louis XIII and Pharrell are making a point. Louis XIII lays down its cognac to age for 100 years before it’s bottled, and the average bottle is the sum of the life’s work of three to four cellar masters, whose collective skill in blending cognac is comparable to that of world class sommeliers. An appreciation for the passing of time, and the necessity of looking to the future aren’t lost on the brand. Neither are they lost on Williams.
The fated safe, with a glimpse of the record and a bottle of Louis XIII within
‘I love the fact that Louis XIII thinks a century ahead’, he says. ‘We should all do the same for the planet. We have a common interest in preserving nature for the future. This project is all about legacy and transmission.’ Pharrell’s new song, created especially for Louis XIII is called 100 Years: The Song We’ll Only Hear If We Care – the point being almost none of us are likely to hear it if the effects of climate change aren’t faced head on soon.
Pharrell’s been vocal about the problems climate change before, last year he called for a song that worked as ‘a postcard, a sarcastic one, to the people who should be ashamed to call themselves scientists and politicians’ and this project is just that. The song’s been stored on a record made from local Cognac clay, and the safe’s been designed byFichet-Bauche to only open once submerged in water.
This project’s following on from Louis XIII’s project with John Malkovich, to create 100 Years: The Movie You Will Never See an exploration into the relationship between the past, present, and future. Both projects are intriguing, and we’d love to give you more of a sneak peek. Sadly though, you’ll have to wait – and hope that the next 100 years mark a change for climate, too.