Hennessy UK: advert-body-2 by Mission Media

Cognac brand Hennessy and the legendary Abbey Road Studios have revealed a new collaboration between UK rap duo Krept & Konan and punk band Slaves through the ‘Masters of Potential’ music partnership. Working together for the first time, the artists seamlessly fuse hip hop and punk to perform Told You/The Hunter.

The ‘Masters of Potential’ partnership blends unexpected artists from different genres and backgrounds to create one-off musical moments which are captured live-to-vinyl. Artists are selected by a panel of the music industry’s most respected insiders, including – Alex Boateng, president of Island Records UK Urban Division; Hattie Collins music journalist and author of ‘This is Grime’ and Abbey Road Studios’ Mastering Engineer Christian Wright.

Hennessy has a very special relationship with music culture; referenced in over 4,000 songs, it is the most name-checked spirit in the hip-hop world with Tupac, Biggie, Drake and countless others who referencing the 250-year-old cognac in their lyrics. This authenticity has led the brand to hold a position of trust and loyalty within the hearts of urban youth both in the UK and globally, for whom it has become a symbol of aspiration and achievement. Today, Hennessy continues this affinity with art and music through the annual limited edition bottles and the power of collaboration through campaigns like ‘Masters of Potential’.