PERFECT HARMONY
For 250 years, Hennessy has been nourished, inspired and pushed forward – especially on the African continent – by its musical influences
Hennessy is a remarkable brand for many reasons, such as the fact that it’s the world’s best selling cognac with a 40% market share globally. The most fascinating, however, is Hennessy’s relationship with music.
One just needs to reference the over 2 500 pop culture songs produced in the last 50 years that are either titled or mention Hennessy or “Henny” to understand how close the bond is. Interestingly, Hennessy has not once paid any artists to reference the cognac in their music – the love of and loyalty to the brand is an organic and natural development. And no other liquor brand in the world comes close to having as many citations in music.
Hennessy, which celebrates its 250th anniversary this year, discovered early in its iconic saga that there are many parallels between the art of blending cognac and the art of creating music.
Dating back to the 19th century, private concerts were regularly held inside the Hennessy family’s Château de Bagnolet. It was also not a rare sighting to see family members play impromptu piano or violin recitals for friends and other guests. Soon enough it had become the norm for distinguished guests to enjoy live music performances while sipping on the finest cognacs Hennessy had to offer.
Today, two and a half centuries later, music collaborations have become deeply engrained in the DNA of the brand. From advertising campaigns featuring musicians such as Motown crooner Marvin Gaye and Hip Hop legend Rakim, to artists such as 2Pac, Nas, Snoop Dogg, Eminem, Drake and Jamie Foxx who have paid homage to Hennessy with their lyrics.
In Africa, specifically, Hennessy has partnered with Nigerian rappers 2Face Idibia, D’Banj and Wizkid for various artistry events on the continent.
The brand introduced ‘Hennessy Artistry’ to South Africans in 2009 as a local expression of the art of blending: Based on Hennessy’s philosophy of mixing the finest eaux-de-vie in the world to create the most superior cognac, Hennessy Artistry blended the unique talent of South African artists from different musical genres to create a new song and music video.
Hennessy Artistry in South Africa followed a national tour that culminated at an exclusive event where the artists performed their uniquely South African sound on one stage and guests enjoyed the finest mixed Hennessy drinks – once again, creating an exceptional blend of music, style, culture and people.
Hennessy Artistry ran in South Africa from 2009 to 2012, and saw musicians such as JR, Mpumi Dhlamini, Siphokazi and Theo Kgosinkwe (2009); Teargas, Liquideep, Zamajobe and GoodLuck (2010); Sipho “Hotstix” Mabuse, Flash Republic, Zonke, Crazy White Boy, Slikour and Zakes Bantwini (2011) and Zakwe, Bucie, AKA and The Arrows (2012) collaborate.
This year Hennessy is celebrating it’s iconic 250th anniversary in style and flair that founder Richard Hennessy would approve of – naturally the brand’s affinity to music will form part of it.
As part of its celebrations on African soil, Nigerian rapper 2Face Idibia will be performing exclusively in Johannesburg on Saturday, 22 August 2015.
In addition to the special performance by 2Face Idibia, a touring exhibition curated by Hervé Mikaeloff featuring internationally renowned artists, photographers, filmmakers and designers such as Charles Sandison, Anton Corbijn, Pierrick Sorin and South Africa’s own Dineo Bopape, will be showcased at Circa Gallery in Johannesburg between 21 – 25 August 2015.
Here, in an exclusive interview with the winner of MTV Europe and MTV Africa Music Awards, 2Face Idibia tells us why he has partnered with Hennessy to celebrate its 250th anniversary.
What about Hennessy appeals to you as an artist?
“The Maison tells a moving and motivating story – it’s 250-year iconic legacy, the process involved in delivering a quality product and the timelessness of the brand are the fundamental elements I strive for in my own craft.”
Hennessy firmly knows there are many similarities between the art of blending cognac and the art of creating music. As a musician, what is your stance on this ethos?
“I wholeheartedly agree that there is great similarity between both processes. Just as one would produce a beautiful blend of Hennessey Cognac, I too pay serious attention to the finest details from start to finish. Everything has to be applied at the right time at the right measure. For example, one cannot make a quality cognac without selecting the finest grapes nor can one get a superior cognac without the right maturing time; just as one cannot produce a hit track without the right instruments or melody. Both processes require a perfect blend of inspiration and perspiration, as well as a perfect balance of art and science.”
Your music plays a huge part in bringing people together from your own country as well as all over Africa, including South Africa, Kenya and Ghana. How does this resonate with Hennessy?
“Hennessy unifies young people from all over Africa together – it’s the drink of choice when they are out with their friends or when they celebrate a special moment like a career success and, so, creates a truly unique Africa experience. In the same way, my music also brings people together and, like Hennessy, delivers first class pleasure and an authentic African encounter. Everything, simply put, just blends together perfectly.”
Where do you find inspiration for your music?
“I find inspiration in daily experiences: in people, life, love and relationships. I find inspiration in all kinds of moments – when I’m relaxed, when I’m chilling with my friends and loved ones or when I’m working hard. It’s often serendipitous that Hennessy is at the heart of these moments that inspire me, and it’s one of the biggest reasons why I’m so passionate about the brand.”
For more information, please visit www.hennessy.com/en-africa and join the conversation on Facebook (HennessySA) and Instagram (HennessySA).
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SIDEBAR
Never stop. Never settle.
Hennessy’s passion for music has been a major stakeholder in how the brand has become so loved around the world – whether it’s lyrically with songs from artists such as 2Pac, Nas, Snoop Dogg, Eminem, Drake and Jamie Foxx or with collaboration with trailblazing artists, including Kanye West, Pharrell Williams, The Strokes, Carl Cox, Steve Aoki, Fallout Boy, The Roots and Ne-Yo.
In 2012, Hennessy once again established its firm value in music and artistry when it partnered one of the world’s most accomplished Hip Hop artists, Nas.
Here Nas shares some of his experience as an official Hennessy ambassador and how the brand inspires him to keep “moving forward, never backwards.”
In a genre where the average career span is usually between 3 to 5 years, your longevity speaks volumes. How do you stay inspired to keep pushing the culture forward?
“I’m forever in love with Hip Hop as an art form. That’s something that will never go away. My father is a jazz musician. I’ve always been very inspired by that world, the supreme level of artistry required in jazz, and the parallels that can be established with Hip Hop as an art form. When it comes time to define my aspirations, I still look up to those who came before me. The jazz legends who have left an impact way beyond the world of entertainment. Every track a manifesto. Every solo as an act of rebellion. To be truly worthy of their legacy, that’s my “wild rabbit.”
How long have you been a fan of Hennessy?
“I’ve been a fan of Hennessy for a long time. I remember my first taste of Hennessy as being really special. I remember it being quality, compared to all the stuff we were sipping on before. I also remember being told that Henenssy was really the best cognac around.”
What grades do you enjoy the most? Do you consider yourself a cognac connoisseur?
“I wouldn’t call myself a connoisseur, I just know I like what’s good… The X.O is very nice but I’m really a fan of the regular Hennessy. The V.S., Very Special. What’s special to me about it is that there’s nothing else out there like it. It’s its own thing, it stands alone.”
How do you feel about having been chosen as a Hennessy ambassador?
“It’s amazing. It’s important that brands stay true to what they’re all about, and I think the association between me and Hennessy is really genuine. We both have character, originality, strong values. That’s what makes sense for me and Hennessy, I think. It’s the character, the originality that we both share, it’s the pride in what we do. I’ve been rapping about Hennessy since my first album, in songs like ‘Memory Lane,’ ‘The World Is Yours,’ and many more since then. Twenty years later, I have become an official ambassador for the brand. That’s an amazing story. It also shows how someone like myself who come from New York City, who came from the streets, from Hip Hop culture, can relate to guys who come from Cognac, France, how they can relate to me on some level. We have something in common: the things we like in life, the quality of life, the things that we enjoy. And it’s an amazing story that a kid from New York city could be doing business with such a great European brand, with such history. It shows that you can do anything in life. ”
Did you ever picture something like this could happen in 1994 when you rapped about drinking Hennessy in your first album?
“What’s funny is that I actually did. In Hip Hop music, we often talk about things that we don’t have, and that we’d like to have… Hip Hop artists are big dreamers. There’s a large part of me that thinks that I can do anything, I always felt like that. So today it shows how dreams can come true, it shows you how life is amazing.”
What do you like best about your collaboration with Hennessy?
“Hennessy is probably the strongest spirits brand in the Hip Hop community, and that makes it perfect for them to associate with me. That makes it perfecte that I’m someon who, when my career started, I was rapping about it and here I am, years later, sitting down with the owners, shaking hands, going to the distillery, tasting Hennessy from the 1900s, learning about the legacy of Richard Hennessy and his son James.”
Are there other areas that you could picture yourself exploring in the future?
“Yes. I’m into art. Anything in arts. It could be what ever, as long as it has something to do with arts. Definitely film, definitely movies. Who knows, maybe theatre. I’m an artistic guy, I’m into what ever comes with that.”
Where do you find the fuel to keep going and keep seeking new things to look forward to, creatively?
“Creativity is something that’s in me. I was born with it. It’s just something that I was into since I can remember anything. It’s just my life.”
About Hennessy
In 2015, the Maison Hennessy celebrates 250 years of an exceptional adventure that has lasted for seven generations and spanned five continents. It began in the French region of Cognac, the seat from which the Maison has constantly passed down the best the land has to give, from one generation to the next. In particular, such longevity is thanks to those people, past and present, who have ensured Hennessy’s success both locally and around the world. Hennessy’s success and longevity are also the result of the values the Maison has upheld since its creation: unique savoir-faire, a constant quest for innovation, and an unwavering commitment to Creation, Excellence, Legacy, and Sustainable Development. Today, these qualities are the hallmark of a House – a crown jewel in the LVMH Group – that crafts the most iconic, prestigious Cognacs in the world.