Home ENTERTAINMENT HOW HENNESSY IS KEEPING NIGERIA RAP CULTURE ALIVE (HOTJIST REVIEW)

HOW HENNESSY IS KEEPING NIGERIA RAP CULTURE ALIVE (HOTJIST REVIEW)

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By Adeniyi Onaara

The history of rap music in Nigeria is littered with notable artists.

Junior and Pretty, Weird MC’s Allen Avenue, Rap cliques like Thoro Breds, Ruff, Rugged and Raw, Trybesmen, and stand-alone artists like Nigga Raw, Cyrus Tha Virus, and Black Masqueradaz from the late 1990s.

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This also gave rise to more rappers in the early 2000s, such as Ruggedman, Modenine, Terry Tha Rapman, SixFootPlus, and Pherowshuz, and the genre has continued to become stronger, particularly with the incorporation of indigenous characteristics uncharacteristic of the late Dagrin and Phyno’s Rap styles.

Rap music, on the other hand, was not always celebrated in Nigeria. In the 1980s, when Highlife, Fuji, and Juju music were popular, the introduction of Rap music in Nigeria was like a fish out of water.

According to research, Rap music made its debut in the Nigerian music industry in the 1970s when Ibrahim Salim Omari, a member of the disbanded American music group Sugar Hill gang, was deported to Nigeria.

His Rap style was not widely recognized due to the existing music genres of the 1970s, but with time, Rap music became a more acceptable genre in the Nigerian music scene and expanded to create its own distinct personality.

Many platforms have aided in the promotion of Rap music in Nigeria. From Sprite Triple Slam, which mixed the ferocity of a rap battle with basketball and dancing, to Coke Studio. However, none of these platforms have been able to compete with Hennessy, which is the essence of Nigerian urban and pop culture.

Hennessy embraces urban lifestyle with the Hennessy Artistry platform, which aligns with the distinct edginess that is Nigerian Rap. The brand’s emphasis on Rap music stems from the genre’s relationship with urban culture, as well as the fact that it is one of Hip-quadruple Hop’s touchpoints (Deejaying, Rapping, Graffiti, and B-boying).

The platform was created to recognize the best musical talent, promote the evolution of rap music in Nigeria, and identify upcoming rap artists.

Through the Hennessy Artistry Cyphers, Hennessy VS Class, Artistry Club Tours, and the Hennessy Artistry Finale Concert, Hennessy Artistry has become a recognised platform in the Nigerian entertainment business since it exposes new talent and fosters collaborations across many music genres.

Despite being a luxury brand, Hennessy aligns with the Nigerian people’s inherent edginess and colorful energy. The company exemplifies Nigerians’ ever-resilient attitude and is in the forefront of championing Nigerian urban culture while creating new products.

This has made the brand an integral part of Nigeria’s social fabric, which is bold, lively, and optimistic in its orientation – just like the Nigerian people.

The Hennessy Artistry Cypher is a platform for artistes aimed at spotlighting the best Rap talents from the country. It consists of an edgy display of freestyle rap in its rawest and most creative form to give exposure and a deep appreciation to the unique rap styles of iconic Rap artists.

The Hennessy Artistry VS Class is open to undiscovered Rap artists who have an ambition to further their Hip-Hop careers. The Hennessy Artistry Club Tour features a lineup of artists usually voted in by the audience who are taken on club rounds to perform to the delight of their fans.

The Hennessy Artistry Finale Concert is a culmination of all the Hennessy Artistry platforms into a concert night that plays host to all of Nigeria’s biggest acts.

In these ways and more, Hennessy continues to keep this iconic art form that is Rap music relevant and emblazoned in the hearts and minds of Nigerian music lovers.

Catch the 2021 Hennessy Artistry Cyphers on YouTube @HennessyNigeria. For more information on Hennessy Artistry 2021, join the conversation using #HennessyCypher2021 and follow Hennessy Nigeria on YouTube and Facebook.

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