Hennessy | Global art of mixing
BandMark was invited to discover Hennessy’s artistry platform, courtesy of 1milk2sugars boutique pr firm. The event took place in New City Gas’s exceptional concert hall with special guests Kalmunity Vibes Collective. Reknown for their roaring beats and earthy tones the local grassroots live poets, singers, MCs, dancers and musicians were unitied for the first time under the “Art of Blending” banner, combining the world’s best musical talents with the world’s best cognac.
I’ll be the 1st to admit I am not an avid eau-de-vie aka cognac drinker. I did however do my research and discovered that the company’s founder, Richard Hennessy cognac draws on 200 years of knowledge, talent, and passion. It is considered a balanced yet complex liquor, with a rich bouquet that slowly releases a succession of aromas like vanilla, pepper and spices, and florals. On this occasion the attendees had the opportunity to sample it straight as well as a berry, citrus, ginger and apple cocktail mix.
BandMark’s ultimate goal is to provide on-going support for artists via online marketing. Both ad agencies and brands must go the distance and commit to multi-year platforms, build credibility and authencity to strengthen their return on investment (ROI). In this case Hennessy is investing in multi-artist live events across multiple markets to create a virtuous circle to further strengthen their artistry program while successfully developing their brand. Still going strong since 2006!
Check out this Hennessy Artistry film featuring The Roots, Pharrell Williams, Kanye West, Q-Tip and De La Soul!