by Taiwo Damilola

Hennessy Artistry, the global music campaign is gearing up for its fifth consecutive Nigerian edition. The highly celebrated musical platform explores different vibrant music genres; fusing styles and pushing the envelope as far as experimental collaboration is concerned.

Hennessy Artistry was launched by French cognac house, Hennessy, as a means of celebrating the vibrant multiculturalism of different music genres. It started globally in 2006 and made its Nigerian debut the following year. The first Nigerian edition was a cocktail–mixing contest among bartenders. In 2008 the format of Hennessy Artistry changed as it became a competition among up and coming Nigerian DJs.

In 2009 the ‘Battle of the DJs’ was replaced with a live band competition among Nigeria’s fastest rising urban-music talents. Contestants included Ice Prince, Mo’ Cheddah, Blaise, Jimmy Flames and Bez. After a series of live performances in select spots across Lagos, Chocolate City recording artiste Ice Prince won the competition and had the pleasure of going home with a grand prize.

The 2010 Hennessy Artistry was a more grandiose edition with Nneka, M.I, Sir Shina Peters, Bez, and Ice Prince composing a song called ‘Like A Bottle’. The track, produced by Kas, was accompanied by a music video. The edition climaxed at an exclusive Grand Finale Halo concert at the GET Arena in Lagos, Nigeria.

From all indications, Hennessy Artistry 2011 is likely to follow a similar format to the previous edition which involved a group of artistes and a producer. Already a few big names have been penciled down for this year’s edition and according to reports, the organizers are ‘going all the way’ to ensure this year’s edition further establishes ‘Hennessy Artistry’ as a musical-cultural initiative that provides a much-desired platform for different music styles and artistes – to mix, blend and thrive.

“This year’s Hennessy Artistry project will have many similarities with last year’s. We started something interesting last year that we intend to evolve and improve upon this year. We will be working with a group of talented urban Nigerian artistes, who all have that cutting edge style that sets them apart from the crowd. As usual the Hennessy Artistry event this year will be a unique blend of sound, visual innovation and the premium Hennessy cognac experience” says Tokini Peterside, the company’s Communications Manager.

Hennessy Artistry 2011 is set to officially begin in August with a press conference where the artistes and producers involved in this year’s edition will be revealed to the public.

Hennessy Artistry is an innovative musical platform, launched worldwide by Hennessy in 2006 to celebrate the vibrantmulticulturalism of different music genres. It combines contemporary, hip and inspirational music from around the world, and has worked in collaboration with talented artistes like Kanye West, Pharrell Williams, Ne-Yo, Leona Lewis, LL Cool J and Fabulous.

Through its commitment to ‘the art of blending’, Hennessy Artistry has since become a permanent, anticipated fixture on the urban music scenes of many countries around the world, from China to Malaysia, South Africa, Nigeria, and more.

Oluwapelumi