By: Yusuf Ibrahim Kamara(The Wise Thinker)
Africell Sierra Leone has reaffirmed its commitment to promoting local talent and the country’s creative industry by officially reappointing renowned musician and cultural ambassador, Drizilik, as its Brand Ambassador.
The agreement was formalized during a signing ceremony held at the company’s headquarters in Wilberforce, Freetown, bringing together executives of Africell, officials of Afrimoney, representatives of Imminent Africa, members of the media and invited guests.
The renewed partnership signals a new chapter in the longstanding relationship between the telecommunications giant and one of Sierra Leone’s most celebrated musicians. Company officials described the collaboration as a strategic investment in creativity, innovation and youth empowerment.
Welcoming guests to the ceremony, Africell official Kamanda Koroma said the return of Drizilik reflects the confidence the company has in his ability to inspire millions of Sierra Leoneans. He noted that the artist has grown into a respected national figure whose influence extends beyond music into social development and youth engagement.
Koroma said Africell has always believed in supporting individuals whose work positively impacts society, adding that the company remains committed to creating opportunities that promote local excellence while strengthening its relationship with customers across the country.
Addressing the gathering, Afrimoney Chief Executive Officer, Mr. Martison, said the decision to bring Drizilik back into the Africell family demonstrates the company’s unwavering support for Sierra Leone’s entertainment industry. He described the artist as an outstanding ambassador whose achievements, discipline and creativity reflect the values Africell seeks to promote.
According to him, the partnership will extend beyond commercial campaigns and will focus on programmes that inspire young people, encourage innovation and contribute to national development.
Also speaking, the Communications Director of Imminent Africa praised the agreement as a forward-looking partnership capable of delivering meaningful results. He assured Africell of his organization’s full support, stating that Imminent Africa will work closely with all stakeholders to ensure the collaboration achieves its intended objectives.
He expressed confidence that the renewed alliance would create greater opportunities for creative expression while strengthening the impact of corporate partnerships within Sierra Leone’s entertainment sector.
Speaking after signing the agreement, Drizilik expressed appreciation to Africell for once again placing its trust in him. He described the occasion as both memorable and emotional, saying the company had played an important role in his professional journey over the years.
The award-winning musician recalled that his first engagement with Africell began more than a decade ago and contributed significantly to his rise within the country’s music industry. He thanked the company for consistently investing in Sierra Leonean talent and for maintaining its support for young people with dreams and ambition.
Drizilik pledged to represent the Africell brand with dedication and integrity, promising to use his influence to encourage positive values, inspire the next generation and participate in initiatives that improve the lives of communities across Sierra Leone.
He said the renewed partnership provides an opportunity to achieve greater impact through music, social campaigns and community outreach programmes that promote hope, unity and national progress.
The ceremony concluded with the official signing of the ambassadorial agreement, photographs and goodwill messages, as guests expressed optimism that the renewed collaboration would strengthen Africell’s brand while further elevating Sierra Leone’s creative industry.