How Kabza De Small and Maglera Doe Boy Are Defining What “More” Means

Sponsored: In partnership with Hennessy.

Hennessy’s 2025 Made for More campaign unfolds as a cinematic tribute to African cultural pride, collective spirit, and creative excellence, anchored by the global reveal of Grammy Award–winning artist Tems as the brand’s newest Global Ambassador. A defining voice of contemporary African music, Tems stands at the center of the campaign’s imagined club worlds, moving fluidly through spaces where art, music, play, and community intersect.

Surrounding her is a pan-African constellation of Friends of the House, including Congolese sensation INNOSS’B, South African amapiano pioneer Kabza De Small, and rapper Maglera Doe Boy. Each appears within immersive environments that mirror their creative universes. From the kinetic energy of the Hennessy Games Club to the sensory depth of the Art Club and the rhythm-led pulse of the Jam Club, Made for More positions belonging not as a given, but as something forged through shared passion and collective momentum. Within this broader constellation, Maglera Doe Boy and Kabza De Small reflect on what ‘more’ means today, not as aspiration alone, but as a lived practice shaped by intention and collaboration.

Their journey to France last year marked a defining moment in both artists’ careers. Traveling from the historic vineyards and estates of Cognac to the vibrant, multicultural streets of Paris, the experience offered a rare window into the heritage of one of the world’s most storied cognac maisons. Walking through vineyards and cellars along the Charente River, they tasted, learned, and engaged alongside master distillers, absorbing the precision and patience that underpin every expression of Hennessy.

The visit served as a powerful reminder of how craft and culture transcend borders, and how far South African artistry continues to travel. Back home, their supporters looked on with pride, inspired by the elegance and symbolism of the moment.

This journey formed part of the wider Hennessy Made for More initiative, a platform dedicated to celebrating African creativity across music, art, and cultural expression. It places artists such as Kabza De Small, a global torchbearer for amapiano, and Maglera Doe Boy, a singular voice in South African rap, alongside international peers at a moment when African talent is shaping global sound, taste, and identity.

For Maglera Doe Boy, ‘more’ is defined by expansion - of potential, perspective, and purpose. Speaking to OkayAfrica via email, he shares: “The campaign has exposed me to spaces, conversations, and ideas that make me want to expand my artistic lexicon immensely.” For him, the experience represents both evolution and affirmation, offering room to experiment while remaining grounded in the poetic integrity of his storytelling.

Kabza De Small, meanwhile, frames ‘more’ through the lens of responsibility and cultural growth. “More is pushing amapiano further than people ever imagined, taking it to spaces it hasn’t been before, while still staying true to where it comes from. It’s about elevating the culture,” he explains.

Both artists reflect on the importance of seeing African stories represented authentically on a global stage. Maglera Doe Boy speaks to the validation that comes with alignment. “Hennessy has always positioned itself alongside the best, and being part of that community is a powerful stamp of recognition,” he says.

For Kabza De Small, the partnership reinforces a crucial truth: African narratives need no dilution to resonate globally. “We can show up as ourselves, speak our truth, and still be celebrated. That kind of support opens doors, not just for me, but for the next generation of African artists who are dreaming even bigger,” he adds.

Rootedness remains central to both artists’ philosophies. Maglera Doe Boy speaks of continually returning to the influences that remind him of who he represents first. Kabza De Small echoes the sentiment, noting that global reach holds little value if it requires the abandonment of one’s origins. “The very thing that makes you local is what makes you global,” he says.

Collaboration, they agree, is a creative imperative. “We are stronger together - in art, in business, and in community,” says Maglera Doe Boy. “Collaboration is the foundation of everything we’re building.”

Kabza De Small emphasizes intentionality, favoring partnerships that honor culture over fleeting trends. “It’s about creating something meaningful, work that respects where we come from and moves the culture forward,” he says.

African artists have long claimed space on the world’s biggest stages, but the reflections of Maglera Doe Boy and Kabza De Small point to something deeper than visibility alone. They represent a generation of pioneers whose journeys have been marked by discipline, authenticity, and belief. Their stories stand as proof that sustained excellence, rooted in culture, does more than fulfill personal ambition; it clears the path for others to follow.