The premier cognac brand in the world, Hennessy, once again took center stage as the official sponsor of Back to the City 2024, Africa’s largest hip-hop festival. Hennessy’s dedication to influencing South Africa’s urban music and culture was demonstrated by this partnership.
The legendary event, which took place in Johannesburg’s Newtown, united the colorful aspects of street art, fashion, and music, perfectly capturing the unadulterated spirit of the hip-hop movement in South Africa. And leading the charge in this celebration was Hennessy. Maglera Doe Boy blessed the stage with an electrifying performance and his posse in black suits, with his Kanana township uniting the South African Hip Hop Community with a brand of the Hip Hop culture from the United States, featuring the legendary Benny the Butcher.
More than 60 vendors, more than 100 local and international acts, and a variety of interesting activities made sure that festival-goers had something to do all night long at Hennessy Back to the City. While international headliner Benny the Butcher gave an incredible show that added an international touch to the celebration, local stars Maglera Doe Boy, Stogie T, Cassper Nyovest, and Blxckie ignited the stage.
People attending the festival could savor perfectly blended Hennessy cocktails in the Hennessy Public Viewing Area while taking in breathtaking views of the live performance. There was also a merchandise store where people could purchase limited edition merchandise from the exclusive Hennessy x Mitchell & Ness collaboration. The interactive Basketball Cube with 360° cameras, which provided the perfect backdrop for capturing priceless Back.
Hip-hop culture has a significant influence on Hennessy’s brand identity, according to Lungile Mpharu, Brand Manager of Hennessy South Africa. “We had the ideal stage to showcase Hennessy’s dedication to honoring and enhancing this area thanks to Back to the City. We are a brand that supports the culture that makes us who we are, in addition to creating iconic spirits. This festival was a once-in-a-lifetime event that truly required attendance.
Hennessy’s influence on global urban culture is still undeniable.