Mary Fitzgerald Square in Newtown came alive last Saturday, October 11, 2024, as Hennessy, the world’s leading cognac brand, celebrated African artistry as a major partner of the Back to the City festival, Africa’s largest hip-hop celebration.
The festival drew scores of music lovers, uniting fans from across the continent in a vibrant celebration of hip-hop, art, and street culture.
True to form, Hennessy transformed the experience with its immersive Hennessy VIP Deck and Public Viewing Area, where guests indulged in signature cocktails while taking in scenic views of the main stage.
This exclusive area was also graced by some of the local celebrated stars including Boity, Luthando ‘Lootlove’ Shosha, Mateki2shoes, Lusaso ‘Saso’ Ngcobo, and Sir, Trill among many others.
The lineup was nothing short of spectacular. Headlined by Grammy-winning rapper Lupe Fiasco, the stage also lit up with homegrown heavyweights including Cassper Nyovest, Big Zulu, Blxckie, Kwesta, Emtee, Priddy Ugly, and Touchline, among many performers.
The energy peaked when Maglera Doe Boy, a proud friend of the Hennessy Maison and a standout performer, delivered a performance that had the crowd chanting along despite the rain.
The collaboration between the Maison and Back to the City has been highlighted as a crucial element of the festival’s identity, showcasing the strong connection between music, art, and community.
Lungile Mpharu, the Brand Manager for Hennessy, provided insights regarding Hennessy's association with the festival.
“Our partnership with Back to the City is a reflection of Hennessy’s authentic place within hip-hop culture,” says Lungile Mpharu, Hennessy brand manager, South Africa.
“Back to the City is a platform where music, art and community coexist, and we’re proud to create experiences that bring people together, celebrate talent, and keep the culture thriving.”
Through its dynamic presence at the festival and commitment to celebrating music, arts, and urban culture, Hennessy continues to establish itself as a leader in the cognac industry while fostering the rich heritage of hip-hop.
anita.nkonki@inl.co.za
Saturday Star