Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing





Hennessy Very Special has long been intertwined with music culture and wanted to take the next step by celebrating artists from different genres and backgrounds. 


Hennessy partnered with Abbey Road studios and launched the ‘Master of Potential’ programme to promote two new studios and blend together different artists by creating unique musical recordings.

The first artists brought to the table were the Mancunian soul singer JP Cooper and musical poet, Kojey Radical. The artists came together along with JP Cooper’s ten-piece band to exclusively record the first and only live performance of ‘Party’ as the first installment in the ‘Masters of Potential’ series.  

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