Hennessy reaffirmed its commitment to South African hip-hop and local talent by marking a five-year collaboration with Back to the City. This celebration coincided with the event's 20th anniversary in Johannesburg, which took place on Saturday.
During the Hennessy Back to the City 2026 festival, Benedict Siyotula, Marketing Executive for Moët Hennessy, stated that this partnership reflects Hennessy's long-standing connection to hip-hop and its desire to support broader and authentic cultural expression.
The festival, considered one of the largest gatherings of hip-hop musicians on the African continent, brought together musicians, skaters, graffiti artists, and other creative individuals to celebrate the diversity of South African urban culture.
For Siyotula, the five-year partnership was significant due to the festival's role in shaping the future of local and African hip-hop. He emphasized that Hennessy has one of the longest relationships among luxury brands with hip-hop, always being where the culture is created, and in South Africa, that is Back to the City, allowing the brand to be at the heart of this culture.
He noted that Hennessy's global history of working with hip-hop artists made its collaboration with Back to the City a natural choice, enabling the brand to engage with the audience through a platform it has already embraced.
Siyotula added that the partnership is based on mutual respect, as Hennessy aims to support the festival's vision rather than overshadow its uniqueness. Back to the City was founded by South African hip-hop pioneer Osmic Menoë with the goal of creating a platform for local artists and honoring the genre's contribution to the country's cultural landscape.
Siyotula expressed gratitude for the opportunity to participate in the festival's development, stressing that the event belongs to its organizers and the community that has supported it for two decades. He cited the brand's support for South African performers, including artists like Stogie T, as an illustration of how the partnership can amplify local talent.
Furthermore, Siyotula highlighted the importance of giving greater international recognition to South African culture, asserting that hip-hop transcends geographical boundaries. He believes that South African artists deserve the same global recognition as their international counterparts in the age of increasing digital connectivity.
Hennessy plans to continue investing in musical events and festivals that provide opportunities for local artists to reach a wider audience. The brand intends to keep seeking ways to support South African artists and engage with the audience through music, viewing the partnership with Back to the City not merely as a sponsorship deal, but as a contribution to the cultural movement that has given the South African hip-hop scene 20 years.