Hennessy, the world’s leading cognac brand, proudly returns as the title partner at Back to the City – Africa’s largest Hip Hop Festival. This enduring partnership showcases Hennessy’s commitment to shaping the landscape of urban music and culture in South Africa.
Set for Saturday, 12 October 2024 at Mary Fitzgerald Square in Newtown, Johannesburg, this year’s festival promises an unforgettable experience with Hennessy at the heart of the action. More than just a partner, Hennessy’s involvement is integral to the festival’s identity, bringing together music, art, and culture in a way that resonates deeply with the community.
Anele Tshabalala, Marketing Manager at Hennessy South Africa, comments, “At Hennessy, we thrive on breaking boundaries and embracing creativity. Our partnership with Back to the City is a testament to our belief in the transformative power of urban culture, and we are excited to continue supporting and celebrating the artists who drive it forward.”
Festival-goers are in for a treat at the Hennessy Public Viewing Area, a space where they can savour expertly mixed Hennessy cocktails while enjoying prime views of the live concert. There will be a Hennessy merch store featuring an exclusive Mitchell & Ness collection for those looking to pick up some limited-edition gear.
The brand will also present an interactive Basketball Cube with 360° cameras, offering the ideal backdrop to capture unforgettable Back to the City moments. From signature cocktails and exclusive merchandise to the perfect photo op, the Hennessy space promises something special for everyone.
Finally, Hennessy is thrilled to announce that Maglera Doe Boy, a friend of the brand and a standout performer from the recent Hennessy Africa Cypher, will be taking the stage at this year’s festival.
With Hennessy once again at the helm, the 2024 edition of Back to the City promises to be made for more – more vibrant, more joyful, and much more impactful in its celebration of local creativity, urban culture, and the vibrant spirit of hip-hop.