How brands forge strong relationships with music, from Cognac brands like Hennessy and Courvoisier to Coca Cola's Sprite. Elizabeth Hotson speaks to cultural critic and music journalist Candace McDuffie about the history of Cognac in African-American culture, and to journalist Oris Aigbokhaevbolo about the efforts of Hennessy to associate with hip hop in Nigeria. Aaliyah Shafiq, group director for the Sprite brand at Coca Cola explains the success of its partnership with hip hop in the US dating back to the 70s, and Marleen Heemskerk from branding agency First Day of Spring, describes the potential pitfalls for brands wanting to tap into the music scene.

(Photo: Hip hop artist Missy Elliot with a bottle of Courvoisier at the MTV Video Music Awards in 2019, Credit: Getty Images)