Hennessy Shines at Back to the City 2024: A Festival Celebrating the Fusion of Hip-Hop, Fashion, and Culture

Hennessy, the world’s leading cognac brand, once again took centre stage as the headline partner of Africa’s biggest hip-hop festival, Back to the City 2024. This collaboration showcased Hennessy’s commitment to shaping the landscape of urban music and culture in South Africa.

The iconic event, held in Newtown, Johannesburg, brought together the vibrant elements of music, street art, and fashion, encapsulating the raw energy of South Africa’s hip-hop movement. And Hennessy was at the forefront of this celebration. 

Hennessy Back to the City featured over 100 local and international artists, 60 stalls, and various engaging activities, ensuring festival-goers were entertained throughout the night. Local stars such as Maglera Doe Boy, Stogie T, Cassper Nyovest and Blxckie electrified the stage, while international headliner Benny the Butcher delivered an unforgettable set, adding international flair to the celebration.

The Hennessy Public Viewing Area provided festival goers with a space to enjoy expertly mixed Hennessy cocktails while enjoying prime views of the live concert. For those looking to pick up some limited edition gear, a merch store offered items from the exclusive Hennessy x Mitchell & Ness collaboration. Capping off the experience was the interactive Basketball Cube with 360° cameras, offering the ideal backdrop to capture unforgettable Back to the City moments.

Invited guests were treated to a unique VIP experience, which left a lasting impression on attendees. Notable guests included Scoop Makhathini, LootLove, DJ Sabby, Ziggy, L-Tido and Slikour, who mingled with other key figures in the industry in a lively, exclusive setting just steps away from the event’s main attractions.

“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.”