Award-winning Sierra Leonean musician Drizilik has been unveiled as Africell Sierra Leone’s new brand ambassador in a partnership the telecommunications company says will promote local talent, engage young people and support community development.
The agreement was signed on Tuesday at Africell’s headquarters in Wilberforce, Freetown, in the presence of company executives, representatives of Afrimoney, Eminence Africa and members of the media.
Africell said the appointment reflects its continued investment in Sierra Leone’s creative industry and its strategy of working with influential personalities whose work resonates with young people.
The company’s Communications Manager, Kamanda Koroma, described the partnership as a celebration of Sierra Leonean creativity and excellence.
He said Drizilik’s success in the music industry, professionalism and growing international profile made him a strong fit for the Africell brand.
“We are proud to welcome Drizilik into the Africell family,” Mr Koroma said, adding that the collaboration would inspire young people while strengthening the company’s relationship with customers across the country.
Afrimoney’s Chief Executive Officer, Martison Obeng Agyei, said discussions on the partnership had been underway for several months.
He described the agreement as a natural partnership between two brands driven by creativity and innovation, saying Drizilik’s influence among young people closely aligns with Africell’s values.
Mr Obeng Agyei said supporting arts and culture remains part of the company’s broader mission to improve lives through meaningful partnerships.
Emile Domingo, Corporate Affairs Manager at Eminence Africa, which manages the artiste, said the agreement would create new opportunities for Drizilik while contributing to the growth of Sierra Leone’s creative industry.
He said Eminence Africa would work with Africell to ensure the partnership delivers value for both the company and the musician.
Speaking after signing the agreement, Drizilik thanked Africell for the confidence shown in him.
He said he looked forward to using the partnership to support community initiatives, connect with more people and inspire young Sierra Leoneans through creativity and innovation.
Under the agreement, Drizilik will feature in Africell’s advertising campaigns, digital content, community outreach programmes and other brand activities across Sierra Leone.
