Africell Sierra Leone has entered into a major partnership with Sierra Leonean music star Drizilik to support the rollout of his new album, Audacity, bringing together music, technology, audience engagement and Sierra Leonean culture.
The partnership, announced on September 28, 2026, is designed to extend beyond a conventional artist endorsement by using Africell’s advertising and media platforms to connect Drizilik’s music with audiences in Sierra Leone and abroad.
As part of the campaign, billboards and other outdoor promotional materials have been deployed across Freetown, featuring codes directing members of the public to Drizilik’s official website. Through the platform, fans are given exclusive access to Audacity ahead of its global release on September 30.
The initiative highlights the growing potential for collaboration between Sierra Leone’s corporate and entertainment sectors, particularly as local artists seek new ways to distribute their work and reach audiences beyond the domestic market.
Speaking on the partnership, Chief Executive Officer of Africell Sierra Leone, Shadi Gerjawi, said the company recognizes the important contribution of arts and culture to Sierra Leone’s identity and remains interested in supporting those helping to develop 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,” Shadi Gerjawi said.
He described Drizilik as an artist who has developed a distinctive sound while maintaining strong links to the country, its culture and 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,” Shadi Gerjawi added.
Drizilik has established himself as one of Sierra Leone’s prominent contemporary musicians, incorporating elements of the country’s language, culture and everyday experiences into his music.
The partnership comes as Sierra Leonean musicians increasingly explore opportunities to expand their audiences internationally, including among Sierra Leoneans in the diaspora.
Drizilik said culture has remained central to his music and his efforts to connect people through shared experiences.
“My music has always been about what brings us together as a community and culture is at the heart of that,” he said.
He noted that Africell’s involvement demonstrates how corporate partnerships can contribute to creating opportunities for young people and strengthening Sierra Leone’s entertainment and cultural sectors.
The collaboration is expected to continue beyond the September 30 release of Audacity, with further activities scheduled throughout October. These include an AfriTV live session and a private partner showcase aimed at providing audiences and stakeholders with additional opportunities to experience the album.
For Africell Sierra Leone, the collaboration forms part of its wider engagement with young people, entertainment and culture. The campaign combines outdoor advertising with digital access and planned live experiences, providing different channels through which audiences can engage with Drizilik and his latest work.
The Africell-Drizilik partnership also illustrates the growing role corporate institutions can play in providing platforms for Sierra Leonean creative talent, particularly as musicians seek greater visibility within regional and international markets.
With Audacity now released globally and additional activities planned for October, the partnership is expected to maintain momentum around the album while creating further opportunities to showcase Sierra Leonean music and culture to wider audiences.
