Hennessy celebrates five-year partnership with Back to the City

Hennessy has reaffirmed its long-standing commitment to South African hip-hop, celebrating five years of partnership with Back to the City, which recently marked its 20th anniversary in Johannesburg. At the Hennessy Back to the City 2026 festival, Benedict Siyotula, Marketing Executive for Moët Hennessy, highlighted the significance of the collaboration.

Siyotula noted that Hennessy's relationship with hip-hop is unparalleled among luxury brands, always positioning itself where the culture is created. The partnership, Siyotula emphasized, was a natural fit for Hennessy, as it aligns with the brand's global history of working with hip-hop artists. He praised the festival for being a natural platform for Hennessy to connect with its audience, who already embrace the culture.

Back to the City, founded by hip-hop pioneer Osmic Menoe, serves as a vital platform for local artists and celebrates hip-hop's contribution to South Africa's cultural landscape. Siyotula expressed that Hennessy is privileged to support the festival's vision, ensuring the event belongs to its organizers and community. The brand has positively impacted local talent, supporting artists like Stogie T. Siyotula stressed the importance of giving South African culture greater international recognition, as hip-hop transcends geographical boundaries.

Hennessy intends to continue investing in music and festival experiences, creating opportunities for local artists to reach a broader audience. The partnership with Back to the City represents an investment in a cultural movement that has provided South African hip-hop with a platform for 20 years.