By: Francis Kargbo
Media Relations Intern
Africell Sierra Leone has announced a major partnership with Sierra Leonean music
Star Drizilik to support the rollout of his highly anticipated new album ‘’Audacity’’ in a collaboration that brings together music, technology, brand experience and Sierra
Leonean culture.
The partnership, announced on September 28, 2026, goes beyond the conventional artist endorsement model. It forms part of a wider cultural campaign designed to connect Drizilik’s music with audiences across Sierra Leone
and internationally, using Africell’s extensive outdoor advertising and media network.
At the centre of the campaign is a city-wide billboard and outdoor activation featuring codes that direct members of the public to Drizilik’s official website, where they can gain exclusive access to ‘’Audacity’’ ahead of its global release on September 30. The initiative represents an effort to create a stronger connection between Sierra Leone’s entertainment industry, corporate brands and audiences, while providing local artists with platforms to reach wider markets.
Speaking about the partnership, Africell Sierra Leone Chief Executive Officer, Shadi
Gerjawi, said the company recognises the importance of arts and culture in shaping
Sierra Leone’s identity and remains committed to supporting individuals contributing to the growth of the creative industry.
“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,” Gerjawi said.
He described Drizilik as an artist who has developed a distinctive musical identity while maintaining a strong connection to Sierra Leone and its people.
“Drizilik has created a sound that is uniquely his own, while staying connected to the place and people that inspire him. We are proud to be part of this journey and to support him as he takes Audacity, a remarkable body of work, to an even wider audience,” he added.
The collaboration comes at a time when Sierra Leonean musicians are increasingly seeking opportunities beyond the domestic market, building audiences among Sierra Leoneans in the diaspora and music lovers internationally.
Drizilik has emerged as one of Sierra Leone’s recognisable contemporary artists, with his music and creative identity drawing heavily from the country’s culture, language and everyday experiences. His partnership with Africell therefore places the ‘’Audacity’’ album rollout within a broader conversation about how local music can be promoted through strategic partnerships and modern communication platforms.
For Drizilik, the collaboration also reflects the role of culture in bringing people together and creating opportunities for young people within Sierra Leone’s creative sector.
“My music has always been about what brings us together as a community, and culture is at the heart of that,” Drizilik said.
He added that through the partnership, Africell had demonstrated its commitment to supporting young people and contributing to the structural development of Sierra Leone’s entertainment industry and culture.
The campaign is expected to continue beyond the September 30 release of ‘’Audacity’’ with additional content and experiences planned throughout October. These will include an AfriTV live session and a private partner showcase, providing further opportunities for audiences and stakeholders to engage with the album and its creative journey.
For Africell, the Drizilik collaboration forms part of its broader engagement with Sierra Leone’s youth, entertainment and cultural sectors.
Rather than simply placing a brand alongside an artist, the campaign seeks to build an experience around the music and create opportunities for audiences to interact with the album through digital and physical platforms. The Audacity campaign consequently provides an example of how collaborations between artists and brands can be structured around
cultural experiences, audience engagement and digital access.
With the global release of Audacity set for September 30 and further activities planned throughout October, the Africell-Drizilik collaboration is expected to keep the album at the centre of a wider cultural and digital conversation in Sierra Leone and beyond.
