Tokyo-based music agency Syn is mixing it up with Hennessy.

Syn recently signed a deal with Moet Hennessy Diageo, makers of Hennessy cognac, to “rebrand” the beverage in Japan.

“Hennessy as a brand is still huge in Japan -- it is in the top five markets,” says Syn CEO/creative director Nick Wood. “However, the younger Japanese target of 20 to 35-year-olds are not familiar with its consuming style, and if they hear the name, they might think of the older generation such as their dad's drinking this during the bubble era.”

The basic idea behind the Hennessy deal, says Wood, is to use music to reintroduce the cognac to Japan as a beverage that can be mixed with soda, ginger ale, cranberry juice or cola. That led Syn and Hennessy to come up with the idea of having artists from different genres and different countries collaborate in a campaign titled “The Global Art of Mixing,” in which Syn films and records music performed live on the streets of Tokyo and in the Syn studio.

“We are not only mixing the music in a unique way, but we are mixing up the visual imagery and surroundings to deliver to the consumer content that is only available from the Hennessy artistry website,” says Wood. The concept for the “street sessions" and studio "secret sessions" is one song, one take, one camera -- a live stripped-down performance shot guerilla style with live sound, no overdubs or pitch correction. The results can been seen here.

Syn is also creating a series of club events with artists performing in Japanese live houses. The first was held on April 23 at Unit in Daikanyama, featuring San Francisco’s Her Space Holiday, who performed with Japanese band 4 bonjour's parties; Caroline, the current vocalist of Mice Parade; Leo Imai from Japan and various “laptop” musicians and DJs. Subsequent sessions have featured British rock band Placebo, Japanese band Root Soul with cro-magnon, Sweden’s Wildbirds & Peacedrums and New York’s Madeski Martin and Wood.

Syn is looking for opportunities to work with more domestic artists. Interested labels and artists should contact Syn at info@syn.co.jp