Ludovic du Plessis, global executive director of Louis XIII with Pharrell Williams holding the clay record
Ludovic du Plessis, global executive director of Louis XIII with Pharrell Williams holding the clay record
Image: Supplied/Rémy Martin

Last year, Pharrell Williams released a song titled 100 (The Song You’ll Only Hear If We Care), in an exclusive partnership with Louis XIII Cognac to express their shared dedication to environmental issues.

But chances are, we won’t get to hear it any time soon.

The cognac maker said the track was a “creative expression of the delicate relationship between nature and time, and the effect humans have on their environment. Each decanter of Louis XIII Cognac represents the life achievement of generations of cellar masters, so Louis XIII must always think a century ahead.

The song was recorded onto a record made of clay from the chalky soil of Cognac where Louis XIII Cognac began its life and stored in the Louis XIII cellars in a state-of-the-art safe specially designed by Fichet-Bauche that is only destructible when submerged in water.

The clay record is stored in the Louis XIII cellars in a state-of-the-art safe specially designed by Fichet-Bauche
The clay record is stored in the Louis XIII cellars in a state-of-the-art safe specially designed by Fichet-Bauche
Image: Supplied/Rémy Martin

If sea levels continue to rise at an alarming rate due to climate change, scientists project that in 100 years, a significant portion of the world’s land might be underwater.

Therefore, the only way to guarantee this original piece of music will be heard again in 2117, one century from now, is to address global warming.

I love the fact that Louis XIII thinks a century ahead. We should all do the same for the planet.
Pharrell Williams

“I love the fact that Louis XIII thinks a century ahead”, said Pharrell Williams. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It's all about legacy and transmission."

Pharrell has long been passionate about preserving our environment and how important human action is to addressing climate change.

100 Years premiered during a private listening party in Shanghai, where Pharrell presented the song one time only. 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. Louis XIII and Pharrell aimed to inspire these guests to take action and motivate others to get involved in the international effort to curb global warming.

Williams says he loves the fact that Louis XIII thinks a century ahead
Williams says he loves the fact that Louis XIII thinks a century ahead
Image: Supplied/Rémy Martin

Following the event in Shanghai, Louis XIII Cognac will launch an international tour in major cities all around the world in order to raise awareness and funds for environmental organizations through charity dinners.

“We are incredibly proud of this innovative project,” said 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, we hope to inspire people around the world to take action.”

“If we do not change our way of living, future generations will never be able to hear this song. 100 Years by Pharrell Williams will be out in 2117, but only #Ifwecare,” said the cognac maker.

For more information, visit the brand website.


This article was paid for by Louis XIII Cognac.  

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