Future’s Dirty Sprite 2 carries weight. Released in 2015, it’s a true trap masterpiece and an album that would redefine the genre, imbuing its grit with keening melodies and dreamy lyricism. The project was unmistakable. Singles went global. Album cuts felt like anthems. DS2 would help define rap for the next decade and turn Future into a bona fide superstar.
Ten years later, Future has linked with Grand Marnier to update his opus, this time in the form of DS2 Remix: The Ballet, which will be performed live on stage at BAM in Brooklyn on Friday, September 19. Here’s how it all happened.
The Origin:
Grand Marnier had a mission: put a new generation onto its unexpected mix of cognac and orange. But shifting culture takes more than a big headline. It requires showing people a new way to connect. Enter Team Epiphany.
Coltrane Curtis founded Team Epiphany in 2005. It was the first “influencer agency,” recognizing that real people doing real things shape the culture in real time, all while social media was still in its infancy.
In addition to its product, Grand Marnier brought Team Epiphany two key ingredients to help fulfill its mission: a long history of creating “grand encounters”—where seemingly disparate elements of culture combine to create frisson—and a spokesperson by the name of Future.
That heritage sparked an idea among the Team Epiphany braintrust: celebrate 10 years of DS2 by introducing it to classical ballet.
The Squad:
Ideas are nothing without execution. That axiom’s all the more true for something like DS2 Remix: The Ballet, which unites truly heterogeneous cultures into a new form of high art. To make the project happen, Curtis, Team Epiphany, and Grand Marnier assembled an elite cast of industry players.
That team is a bit of a “grand encounter” itself, combining business and creativity via the talents of Rene McLean, LaQuan Smith, and Ebony Williams.
McLean is a music executive and entrepreneur, the co-founder of Influence Media Partners/SLANG, and a partner in Future’s catalog; Smith is a beloved fashion designer and innovator, known for his audacious, sophisticated designs and masterful use of color; and Williams is an elite Emmy-winning choreographer and dancer who’s toured with world-famous pop stars and worked on films like Warner Bros. In The Heights.
“Grand Marnier, Future, BAM, Laquan Smith, and Ebony Williams were strategically assembled to create something new, innovative, and category shifting,” Curtis said. “We blew up the mold and challenged all of our partners to collaborate and raise the bar—our consumers deserve it.”
To build DS2 Remix: The Ballet, McLean mapped out brand sponsors and partnerships, Smith designed couture costumes that update the traditional French ballet silhouette with contemporary twists, and Williams merged ballet with modern movement. Together, the team created an incredible experience.
“After partnering with Future on his catalogue, NIL, and his go-forward publishing rights, our next step was straightforward. Leverage his natural marketability in luxury categories by identifying synergistic brand sponsors and unique partnerships. ” McClean said. “We turned to Team Epiphany and Grand Marnier—they did just that.”
The Impact:
Even before the opening curtain goes up, the force of DS2 Remix: The Ballet is being felt across culture and industry. The team that created it is excited.
“With over 21 years at the helm of Team Epiphany, I’ve been doing this for a while,” Curtis said. “I’ve done other groundbreaking spirit industry programs like Moet’s Rose Lounge, Heineken’s #Heineken100, Glenfiddich’s Wardrobe 21, and Absolut’s Truth Campaign… this is one of those.”
Sonia J. Pirolo, Category Marketing Director at Campari Group, feels the power of DS2 Remix: The Ballet as well.
“The Ballet is honestly one of the most exciting projects I’ve worked on for Grand Marnier,” she said. “We’re taking Future’s iconic album that turned 10 this year and reimagining it through ballet—talk about an unexpected remix!”
The Show:
With DS2 Remix: The Ballet set to debut live tonight at BAM, those lucky enough to attend can expect to see cultural codes rewritten before their eyes. In addition to Future’s songs, Smith’s couture costumes, and Williams’ choreography, the performance will feature arrangements by longtime Future collaborator DJ Esco, all taken to new heights with a live orchestral accompaniment.
Expect Future to change the game one more time.