Hennessy, the world’s leading cognac with an undeniable legacy in the culture, returned as a partner of Africa’s biggest hip-hop and street culture festival, Back to the City, marking another year of celebrating African artistry and urban culture.
Now in its 19th year, Back to the City once again transformed Mary Fitzgerald Square in Newtown, Johannesburg, under the theme “Power in Numbers.” The festival lived up to its name, drawing together the energy of music, art, fashion, and street culture into one unforgettable night.
With over 100 artists on stage, 40 graffiti legends leaving their colourful mark, 8 producers showcasing beats, 120 clothing stalls, 20 food vendors, and 15 interactive brand activations, the scale of the festival was unmatched. At the centre of it all, Hennessy reaffirmed its role as both a cultural leader and a champion of African artistry.
The Hennessy Public Viewing Area (PVA), open to all attendees, was a lively destination where fans connected with the brand and the culture. Festival-goers enjoyed signature Hennessy cocktails from the bar, tested their skills at the interactive games, creating an immersive space that captured the lifestyle and spirit of hip-hop and in true Hennessy style.
Alongside the PVA, Hennessy also hosted an exclusive VIP for Friends of House and cultural tastemakers, who were treated with Maison-level hospitality and delicious drinks in a space that became a hub for connection, creativity, and community.
The key moment of the night came when Friend of the House Maglera Doe Boy took to the stage. This Hennessy moment lit up Mary Fitzgerald Square with striking visuals, surging crowd energy, and a performance that personified the spirit of the culture. It was a defining highlight of Hennessy’s presence.
“Hennessy has always aspired to integrate itself as a cultural icon that transcends the category,” said Lungile Mpharu, Brand Manager at Hennessy South Africa. “Back to the City is where music, art, and community collide, and we’re proud to create experiences that bring people together, celebrate talent, and keep the culture thriving.”
The Hennessy PVA drew some of South Africa’s most influential voices across music, fashion, and media. Cultural icons and leading personalities such as Luthando “Lootlove”Shosha, Boity, and Mateki2Shoes, joined the experience, enjoying the best view of the stage from the VIP Hennessy deck. For one night, it became the epicentre of style, sound, and culture.
This year’s headliner was Grammy Award-winning rapper Lupe Fiasco, who amplified the event’s global resonance with songs such as ‘The Show Goes On’, ‘Kick Push’, and Paris, Tokyo’. His presence also supported Hennessy’s steadfast commitment to infusing hip-hop into South African culture.
Hennessy continues to leave an indelible mark on urban culture worldwide. To stay connected and be part of future events where music, culture, and Hennessy intersect, follow Hennessy’s social media platforms:
Instagram: @hennessy
X: @Hennessy
Facebook: Hennessy