Tems for Hennessy: The Queen’s Move

When Tems lifts her glass, the whole world pays attention. Hennessy’s latest campaign isn’t just a glossy ad—it’s the start of a movement. Nigerian superstar Tems has officially partnered with the luxury cognac brand to launch the Leading Vibe Initiative (LVI), a program designed to uplift and empower women in music across Africa.

More Than a Campaign—It’s a Movement

The visuals alone are enough to stop your scroll: Tems draped in red, commanding a golden chessboard, surrounded by a room of Black elegance. But behind the artistry lies a powerful purpose.

The Leading Vibe Initiative is a two-day launch in Lagos, Nigeria, featuring workshops, panels, and networking events for women in the music industry. This isn’t just about shining lights on singers; it’s designed to empower the full ecosystem—producers, songwriters, engineers, and executives who are often overlooked.

What It Stands For

Tems herself put it best: she wants to help women “find their voices, embrace their power, and shape the future of the industry across Africa and beyond.” This collaboration shows her stepping into a leadership role, not just as an artist but as a mentor and cultural force.

Hennessy, for its part, isn’t just lending a logo—it’s aligning itself with African creativity and the global music renaissance. By backing Tems, the brand is tapping into authenticity, artistry, and a new definition of luxury rooted in culture, not just consumption.

Breaking Down the Symbolism

The chessboard is the standout symbol. In chess, the queen is the most powerful piece on the board—flexible, strategic, unstoppable. That’s the energy Tems embodies. The message is clear: she’s not just playing the game, she’s rewriting the rules.

And surrounding her in the campaign are sharply dressed, stylish Black figures—a nod to community, collaboration, and the future of African artistry being built together.

For Tems, this partnership cements her evolution from rising star to cultural architect. She’s not just making music—she’s shaping opportunities for those who come after her.

For Hennessy, it signals a new era of brand partnerships, one rooted in impact, visibility, and culture-shaping rather than just product placement.

And for the industry? It’s a reminder that Africa isn’t just participating in global music—it’s leading.

Final Sip: Tems for Hennessy isn’t just about selling a bottle. It’s about raising a glass to strategy, power, and legacy. With one move, she’s declared checkmate—and the world is watching.