Tennessy: A partnership built to do more than sell bottles

Hennessy has tapped Nigerian singer-songwriter Tems as a new Global Brand Ambassador, placing her at the center of the cognac house’s 2025 “Made for More” campaign and partnering with her on a continent-wide initiative to support women in music. The announcement comes as part of a cinematic campaign that spotlights African creativity and launches Hennessy’s Leading Vibe Initiative (LVI), which debuted in Lagos as a mentorship and workshop programme for female artists and music professionals.

Tems described the initiative as an opportunity to support young women in music as they “find their voices” and shape the industry, while Hennessy framed the partnership as a continuation of the brand’s long-standing support for music and art.

“I’m excited to partner with Hennessy in bringing this initiative to life, supporting talented young women in music as they find their voices, embrace their power, and shape the future of the industry across Africa and beyond,” said Tems.

Partnering with Hennessy provides Tems with a larger platform to expand the Leading Vibe Initiative (LVI) beyond a single event. The brand’s plans to expand it across Africa mean this collaboration could become a real support system for women in music, not just a campaign. That’s why the deal feels less like a quick endorsement and more like a long-term, strategic partnership.