Tony Iommi Deified
The New Chapter of Xerjoff Blends
Tony Iommi and Xerjoff launch the second chapter of the Xerjoff Blends venture, with the release of Deified, the brand new perfume, accompanied by a new track of the same name written by Tony Iommi together with a mind-blowing music video, directed by Donato Sansone.
Xerjoff’s Founder and CEO, Sergio Momo, worked alongside Black Sabbath’s Tony Iommi in the second experiment between sound, scent and sight on the creation of a new scent to enter the Xerjoff Blends collection, while Tony Iommi wrote the new song, produced by Iommi and Mike Exeter, with Sergio Momo also playing on the track which can be seen in the mostly-animated music video.
“Here we go again, another collaboration with my dear friend Sergio Momo (Xerjoff) with a new perfume called ‘Deified’. I’m really excited about our new perfume and after the success of our last one (Monkey Special) I hope that you’ll like Deified as much as I do. We’ve gone through the same process of trying different samples of perfume over the last year until we came up with this one and I really like it.” - Tony Iommi
Created on a duality of leather and spice, Deified perfume plays in a loop with no beginning and no end, its notes hitting emotions in the same way a music track uses notes to hypnotise and mystify the senses. Authentic and warm accents of saffron meet powdery and leathery facets that dance with the delicate touch of gourmand freshness. Cinnamon exalts spicier notes, complemented by gentle rose at the heart. The woody base of papyrus and patchouli leaves the senses longing for more in a rhythmic exchange of back and forth.
“Everything has its own cycle. A riff, a melody, a perfume. In the ‘70s, playing a vinyl backwards was a phenomenon that became a popular way to hide subliminal messages. The palindromic nature of a riff and backmasking became the catalyst for the creation of this journey with Tony.” - Sergio Momo, CEO and Founder of Xerjoff
Deified, the new track written by Tony Iommi and produced by Iommi and Mike Exeter, is a heavy and mysterious masterpiece that, like the scent, possesses the mind in a dark and decadent vortex of mystery and wonder.
“Deified is a heavier, more medieval track than Scent of Dark. We’ve added voices and beefed up the overall sound.” - Tony Iommi
In an animated music video starring Tony Iommi and Sergio Momo, directed and animated by Donato Sansone, Deified’s concept is given strength and delivers a powerful message that implies a theme that continually repeats itself throughout history.
“The Deified music video born from the Xerjoff and Tony Iommi collaboration is a strong and powerful experience that I had the opportunity to personally experience as director of the project. The meeting with Sergio Momo, a brilliant scent artist with whom I have been collaborating for some time, led us to develop a video concept that was the visual and narrative extension of a truly powerful perfume and musical track. When I listened to the piece I had the feeling of being faced with something threatening and fascinating at the same time and in the little brainstorming session we had with Sergio we felt the need to tell something "dramatic" and emotionally strong without losing hope towards the future.” – Donato Sansone