After a successful edition last year, the organizers of Hennessy Artistry are already putting finishing touches to this year’s edition to make it ‘bigger and better’. Jarmzone was told some high profile names in the music industry have already been short-listed for Hennessy Artistry 2011 and that the grand VIP events characteristic of the exciting annual project are already in the works.

According to Tokini Peterside, the Communication Manager of Hennessy in Nigeria, “This year’s Hennessy Artistry is going to surpass the previous years. We’re working with some of the best urban music artists in Nigeria today, and we shall announce officially the participating artists soon.”

Last year Hennessy Artistry was tagged the ‘Like a Bottle’ experience, and was a three-part collaboration project featuring Nneka, M.I, Bez, Ice Prince and Shina Peters. The diverse group of Nigerian musicians came together to compose, record and perform a song titled ‘Like a Bottle’ which was produced by Kas. The artists also took part in a music video and headlined a Grand Finale concert held at the GET Arena, Lagos.

Hennessy Artistry started in Nigeria in 2007 as a cocktail-mixing contest among bartenders. Since then it has evolved into a platform where the vibrant multiculturalism of different music genres and style is celebrated.

In 2009, Ice Prince emerged the winner in a live band contest put together by Hennessy, which pitched him against talents like Mo’cheddah, Bez, Blaise and Jimmy Flames.

The Hennessy Artistry initiative was established by the world famous French cognac manufacturers, Hennessy. It is a famed global music campaign that promotes the art of mixing various genres and blending the talents of the world’s best artistes. It’s about pure unification: mixing sound, visual innovation and the premium Hennessy cognac experiences in different countries around the world.

“Hennessy Cognac started Hennessy Artistry as a means of celebrating urban music culture. It is also an initiative that allows us to reward consumers of the brand with access to entertaining projects in the music space” says Tokini Peterside.

Hennessy Artistry 2011 will officially start this August with the organizers announcing the artists who are going to be involved in this year’s edition any time soon.


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