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Hennessy partners with Abbey Road Studios

Cognac house Hennessy has teamed up with recording studio Abbey Road for a campaign that aims to “blend artists and genres together”, called Masters of Potential.

The ‘Masters of Potential’ programme sees the brand creating one-off moments at Abbey Road

The partnership, which is confirmed for three years, will see Hennessy UK and a panel of music industry heads team up to allow artists the time and space to record “rare live-to-vinyl tracks” at the studio as part of a new programme.

Music industry insiders involved in the project include music journalist Hattie Collins, Island Records’ Alex Boateng, music influencer Ralph Hardy and Abbey Road Studios’ Christian Wright.

Artists will have an “intimate piece of imperfect perfection” to show for their work, with a limited-edition vinyl.

Jeremy Huffelmann, Abbey Road Studios head of partnerships and events, said: “Our new studios are a platform for the next generation of creativity and innovation at Abbey Road, and our partnership with Hennessy is designed to launch a new era of unforgettable moments and unique collaborations at the studios.

“The two brands not only share a mutual heritage of excellence, coupled with generations of refined craftsmanship, but also a spirit for the bold and the new which promises to deliver some incredible performances in the years to come.”

Kojey Radical and JP Cooper, alongside Cooper’s 10-piece band, recorded “Party” and “She’s On My Mind” on 17 August 2017 as the first artists to team up with Hennessy.

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