Talk about waiting to death….

Pharrell is in it for the long haul in promoting his latest single 100 Years, having taken the slightly unusual decision to set a release date for, er, next century. As in 2117.

Only then will your great-great-great grandchildren be able to jam to Pharrell’s 100 Years, which this weekend was locked in a safe for the next hundo years. The N.E.R.D frontman has linked up with Louis XIII Cognac for the venture, which is aiming to raise awareness about climate change.

The sole copy of 100 Years has been engraved on a clay vinyl made from soil that’s been extracted from the Louis XIII Cognac vineyard, and is now safely locked away, time capsule-style.

But there is a twist…if Earth continues on a path of destruction (aka Global Warming) the vinyl, and only copy of the track, will disintegrate and disappear forever

 

Why It’s Hot:

– Very interesting unique idea / partnership / twist on a time capsule

– Not sure how effective it will be at changing environmental policy, but works beautifully as a branded stunt