Hennessy will award a grant to artists who draw on tradition in their music

Today Hennessy appears wherever creativity helps to develop urban culture, bridging different worlds and art forms, the past and the present as well as bringing many talented people together.

Hennessy continues its global campaign All I Need through which stories of the creative industries are shared. The new vanguards are musicians from several countries: ONUKA (Ukraine), Super Besse (Belarus), Tamada (Georgia) and The Buhars (Kazakhstan).

Together with Hennessy, the vanguards of the campaign started a frank and sincere dialogue about what makes each person unique and how past events have influenced them, what the characteristics of different cultures and nationalities are, and how it all creates a tradition that forms the foundation of our present and future. Hennessy has spent more than 250 years building bridges between past and present, staying true to its traditions. This attitude towards the heritage is also shared by the project's protagonists.

Minsk-based band Super Besse shares the story of how daily routines and monotonous everyday life evolved into a protest against boredom, which, in turn, became the basis of their cold post-punk sound. The Buhars reflect on the uniqueness of Kazakh music culture in a new age context, with traditional instruments as their main vehicle. Lasha Chapel aka Tamada, who writes in the electronic music genre, describes his journey of 10 years: after a long road trip through Europe he found an audience when he returned to Georgia and began to sing in his native language.

A special episode of the project is the story of ONUKA frontwoman Nata Zhizhchenko about her grandfather, who made musical instruments himself. The story of the family flows smoothly into the premiere of the music video for the track "TY" where these instruments are played. The song is a part of the new album "KOLIR" that combines authentic sound with electronic music. The unique archive footage, as well as a journey through the grandfather's workshop in the ancestral home in Chernihiv, provides an opportunity to closely examine artifacts from the artist's past and trace the creative path of the ONUKA project.

At the end of each story, the musicians inspire the younger generation of musicians to find answers to where their own uniqueness was born and what the music they create is made of. To do this, the Hennessy brand took on the role of a foundation with a grant totalling €20,000, which was raffled off as part of the competition. ONUKA, Super Besse, Tamada and The Buhars curated it and selected one winner each, who received a cash prize for their creative project.

To apply for the grant, entrants must have been published a post on their Instagram page answering the questions "How my past is reflected in my music" and "What I need to convey my idea to the world", put the project hashtag #HennessyVSAllINeed and taged the Instagram account of the artist who would judge the application. The competition run until 25 August 2021. The winners were chosen by the artists of the project with the assistance of Hennessy: Hyphen Dash (Ukarine), Dlina Volny (Belarus), Bedford Falls (Georgia), Nasiafromasia (Kazakhstan).

Julie Nollet (Chief Marketing Officer, Hennessy):
"Hennessy has always been associated with music and it shines a spotlight on our shared values and our philosophy. The art of 'blending' different instruments, like different cultures, which is at the heart of our savoir-faire, is literally illustrated by the world of music.