Hennessy, recognized globally as the premier cognac brand, took a prominent role at Mary Fitzgerald Square during the 20th anniversary of the Back to the City festival, maintaining its position as a partner for the fifth consecutive year at Africa’s largest hip-hop gathering.
Central to Hennessy’s involvement was the Public Viewing Area, designed as a hub for music and social interaction, offering attendees a chance to enjoy signature Hennessy cocktails and engage with various interactive activities while catching the performances of the day.
In addition, the Hennessy VIP Deck was a haven for influential figures from the arts and media, providing an environment for networking and upscale experiences. Notable guests included Hennessy Friends of House Yanga Chief and Scoop Makhathini, as well as prominent artists like Maggz and Da Les, social media influencers L-Tido and Bruce, and media personalities including Fif_Laaa and DJ Doowap.
“Back to the City represents something special for Hennessy because our relationship with the festival has grown alongside the culture itself,” said Lungile Mpharu, Brand Manager at Hennessy South Africa. “To celebrate five years with Back to the City, in the same year that the festival celebrates 20 years, is a powerful milestone. It speaks to the importance of showing up consistently for the culture and for the people who continue to shape it. We are proud to have been part of this journey and to continue creating moments that bring people together through music, creativity and culture.”
The festival itself highlighted two decades of hip-hop culture, encompassing street art and urban influences with performances from 100 artists, 40 graffiti specialists, 20 food vendors, and 120 clothing retailers, alongside activities such as gaming, skateboarding, basketball, and more.
Headlining the event was Ab-Soul, a rapper from Carson, California, known for his insightful lyrics and a dedicated fan base, with a catalog that includes albums such as Herbert, Control System, and Do What Thou Wilt, establishing him as a significant figure in contemporary hip-hop.
He performed alongside the legendary Detroit group Slum Village with Vice Souletric, and the duo Blu & Exile, celebrated for their classic album Below the Heavens, a staple in underground hip-hop. Local South African stars also claimed the stage, featuring Cassper Nyovest, Emtee, Blxckie, Stogie T, Reason, Tuks, Touchline, and Trompies.
This year’s festival, themed Against All Odds, highlighted the resilience and innovation that has characterized South African hip-hop, with both established and emerging artists performing together.
Five years of partnership with Hennessy and 20 years of Back to the City signify a commitment to supporting the voices that have defined the genre, honoring those who continue to influence it, and paving the way for future talents.
