Hennessy, the world’s leading cognac, was at the centre of the action at Mary Fitzgerald Square as Back to the City festival turned 20, marking five consecutive years as a partner of Africa’s biggest hip-hop festival.
At the heart of Hennessy’s presence was the Public Viewing Area, a space built around music, connection and the unmistakable Hennessy experience. Festival-goers got a prime view of the day’s line-up with signature Hennessy cocktails and interactive games.
Alongside it, the Hennessy VIP Deck welcomed Friends of the House, cultural tastemakers and key opinion leaders for conversation, celebration and elevated hospitality. Guests included Hennessy Friends of House Yanga Chief and Scoop Makhathini, hip-hop heavyweights Maggz and Da Les, YouTubers L-Tido and Bruce, as well as media personalities and deejays such as Fif_Laaa and DJ Duwoop.
“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.”
Beyond the Hennessy spaces, the festival itself was a full-scale celebration of the culture. Two decades of hip-hop, street art and urban culture came together in one day, with 100 artists, 40 graffiti artists, 20 food stalls and 120 clothing stalls, plus gaming, skateboarding, basketball and more.
Leading the international bill was Ab-Soul. The Carson, California rapper is known for his razor-sharp lyricism, loyal following and albums including Herbert, Control System and Do What Thou Wilt. That body of work has made him one of the most respected voices in modern hip-hop.
He shared the stage with Detroit legends Slum Village, who performed live with Vice Souletric, and duo Blu & Exile, whose Below the Heavens remains a cornerstone of underground hip-hop. South Africa’s own heavyweights stood tall beside them, including Cassper Nyovest, Emtee, Blxckie, Stogie T, Reason, Tuks, Touchline and Trompies.
This year’s theme, Against All Odds, spoke to the grit and creativity that built South African hip-hop, with pioneers and new voices sharing one stage.
Five years of Hennessy. 20 years of Back to the City. For Hennessy, the celebration was about standing with the voices who built the sound, the culture makers carrying it forward, and making room for the ones still to come.