Hip-hop star T.I signs with Remy Martin

Rapper T.I has been appointed global creative consultant at Cognac house Rémy Martin.

The “Live Your Life” singer follows in the footsteps of fellow rap luminaries Ludacris and Dr Dre in looking to launch his own line of Cognac, having already started working on his own VSOP Rémy Martin blend.

T.I, who will assist the house with promotions, merchandising and digital media campaigns, said: “I’ve been a fan of Rémy Martin for many years so I’m honoured to be working with them as creative consultant. And now after my trip to Cognac, I admire the brand’s genius even more. I’m excited about all the possibilities of this partnership.”

A Rémy Martin statement said: “We are very pleased to partner with T.I. to build upon our successful ‘Things are Getting Interesting’ marketing campaign.”

Whether the association with the star will do the brand many favours remains to be seen.

T.I was recently released from prison and his album tells of the brutal murder of one of his friends, Big Phil, on a tour bus in Cincinnati.

On the flip side, the rapper is also involved in a foundation to help troubled children who grow up surrounded by poverty and crime.

With Ludacris promoting Conjure, Busta Rhymes backing Courvoisier, Dr Dre planning his own range of high-end Aftermath Cognac and Ciroc benefiting from its association with P Diddy, it seems the fashion for recruiting controversial hip-hop artists as brand ambassadors is slowing no sign of slowing down.

Alan Lodge, 07.07.2010