Africell Sierra Leone has teamed up with Sierra Leonean musician Drizilik to promote his new album, Audacity. This partnership, announced on 28 September 2026, aims to connect Drizilik’s music with audiences in Sierra Leone and abroad via Africell’s advertising and media network.
The campaign features citywide billboards and outdoor events that include QR codes directing the public to Drizilik’s website, where they can access Audacity ahead of its global release on 30 September.
Africell’s CEO, Shadi Gerjawi, emphasised the importance of arts and culture in Sierra Leone’s identity, stating the company is eager to support those contributing to the creative sector. “Sierra Leone’s arts and culture are a big part of what makes us who we are, and at Africell, we genuinely care about supporting the people who bring them to life,” he said.
Gerjawi praised Drizilik for his unique sound and strong ties to Sierra Leone, noting, “Drizilik has created a sound that is uniquely his own while staying connected to the place and people that inspire him.”
The partnership reflects a broader trend among Sierra Leonean musicians looking to reach audiences both at home and abroad, especially within the diaspora and international music lovers.
Drizilik, known for his Sierra Leonean cultural influences in music, shared his belief that music and culture play vital roles in uniting communities. “My music has always been about what brings us together as a community, and culture is at the heart of that,” he remarked. He also noted Africell’s involvement as a sign of its dedication to youth and the country’s entertainment and cultural sectors.
Following the album’s release, further activities are planned throughout October, including an AfriTV live session and a private showcase for industry stakeholders. This collaboration demonstrates Africell’s commitment to enhancing engagement with the youth and the cultural landscape in Sierra Leone, combining digital access with live experiences focused on the album.
The initiative illustrates how partnerships between musicians and brands can foster audience engagement and provide artists with platforms to reach broader audiences. With Audacity launching globally on 30 September, the campaign will continue to promote Drizilik’s music across various channels in Sierra Leone and beyond.
