Hennessy Shines at Back to the City 2024: A Festival Celebrating the Fusion of Hip-Hop, Fashion, and Culture
Hennessy, the world’s premier cognac brand, once again took center stage as the headline partner of Back to the City 2024, Africa’s largest hip-hop festival. Held in the iconic Newtown district of Johannesburg, this event reaffirmed Hennessy’s deep connection with the urban music and culture scene in South Africa.
A Celebration of Hip-Hop and Urban Culture
The festival was a vibrant celebration of music, street art, and fashion, bringing together over 100 local and international artists for a night of energetic performances. South African hip-hop luminaries such as Maglera Doe Boy, Stogie T, Cassper Nyovest, and Blxckie captivated audiences with electrifying sets. Adding international star power to the lineup, American rapper Benny the Butcher delivered a show-stopping performance that left a lasting impression on festival-goers.
Hennessy’s partnership with Back to the City further solidifies its role in shaping and supporting the hip-hop movement in South Africa. The brand’s commitment to urban culture was evident throughout the festival, as it embraced the vibrant spirit of South African hip-hop, offering unique experiences for attendees.
Immersive Experiences and Exclusive Merch
At the heart of the festival, the Hennessy Public Viewing Area offered festival-goers the perfect spot to sip expertly crafted Hennessy cocktails while enjoying premium views of the live performances. This dedicated space provided a premium experience, blending entertainment with the rich flavors of Hennessy.
For those looking to commemorate the event, the exclusive Hennessy x Mitchell & Ness collaboration brought limited-edition merchandise to the crowd, giving fans a stylish way to remember the festival.
The Basketball Cube, with its 360° cameras, was another festival highlight, providing an interactive zone where attendees could capture share-worthy moments from Back to the City.
VIP Guests and Industry Insiders
The festival’s VIP experience was an exclusive affair, attended by some of South Africa’s most influential figures in the entertainment industry. Celebrities such as Scoop Makhathini, LootLove, DJ Sabby, Ziggy, L-Tido, and Slikour were among the notable guests, enjoying the ultimate Hennessy experience while mingling with fellow industry insiders.
The VIP area, located just steps away from the main stage, provided a luxurious and intimate setting for these key figures to enjoy the best of the festival, creating a truly memorable atmosphere for all.
Hennessy’s Commitment to Hip-Hop Culture
“Hennessy’s brand identity is deeply influenced by the culture of hip-hop,” said Lungile Mpharu, Brand Manager at Hennessy South Africa. “Back to the City gave us the perfect platform to demonstrate Hennessy’s commitment to celebrating and elevating this space. We are a brand that goes beyond crafting iconic spirits; we champion the culture that defines us. This festival was an unforgettable, ‘you-had-to-be-there’ experience.”
Through its support of Back to the City and other major cultural events, Hennessy continues to play a leading role in celebrating urban music and culture worldwide. The brand’s ongoing engagement with hip-hop is a testament to its influence and dedication to creating lasting connections with communities and artists alike.
Stay Connected with Hennessy
To stay updated on future events and collaborations where music, culture, and Hennessy intersect, be sure to follow Hennessy on social media:
For all things Hennessy at Back to the City, use the hashtag: #HennessyxBTTC
About Hennessy
Founded over 250 years ago, Maison Hennessy is the world leader in Cognac, renowned for its excellence and craftsmanship. Hennessy’s legacy, built on founder Richard Hennessy’s spirit of conquest, spans more than 160 countries. The brand’s success and longevity stem from the unique processes passed down through generations, making its cognacs a global symbol of quality and heritage.
As a proud member of the LVMH Group, Hennessy is not only a key player in French international trade but also a global ambassador for the French art de vivre.
For more information, visit www.hennessy.com.
This year’s Back to the City festival was a thrilling display of the intersection between music, culture, and Hennessy’s unwavering support of the hip-hop scene. It solidified Hennessy’s place as a cultural icon within South Africa’s urban movement, elevating both the festival and the brand to new heights.
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