During a ceremony held at its head quarter situated at Wilberforce on Wednesday 16th January 2019, Sierra Leone’s leading mobile operator, Africell, officially signed a Memorandum Of Understanding with Frederick Peters aka ‘Famous’ officially effectively making him the first Brand Ambassador of the institution for this year. The meeting was graced by staff of the company and members of the Press. On the high table were Africell’s Corporate Affairs Manager, Fatmata Sesay, Chief Corporate Affairs Manager, Joe Abass Bangura, John Konte the Station Manager of AI Radio and ‘Salone’s Baby Face’, Frederick Peters aka ‘Famous.’ The meeting was chaired by Abdul Aziz Kamara.
Giving a brief background to the act of signing the country’s artists as its Brand Ambassadors, John Konte, Station Manager of AI Radio, explained that Africell is passionate about promoting Sierra Leonean talents and by signing them as ambassadors, they are empowering and helping the entertainment industry to grow in the country. He further maintained that a decision was reached last year to be playing Sierra Leonean music on a 24 hour basis on AI Radio. Such, he continued, they have been doing to get citizens to identify with their own musical stars. This venture, he furthered, has paid off as many people have now developed interest in and listening to Sierra Leonean music.
Introducing the country’s music icon, Joe Abass Bangura, Chief Corporate Affairs Manager of Africell, said that this signing is a resigning of the artist as he has been long time with the company. Abass Bangura explained that music plays an important role in the lives of many people, as it reduces the stress of the hustle and bustle of everyday life. It is therefore necessary to embrace it, he added.
Frederick Peter aka ‘Famous’ in his statement highlighted that he has been with Africell for over 5 years expressing appreciation to the company for being there for him. He stressed that Africell is the only place that he could come for any kind of help to promote his show and get fast response. On his association with music, famous disclosed that he was born in a family of musicians, with uncles and others knee deep in music.
The musician disclosed that living at Berwick Street, where the popular entertainment band, Afro Combo was practicing, he was able to have access to the musical instruments of the band, which he made attempts several times to play. He went on to explain that during those early years, he would carry speaker boxes and instruments of the band from the house to vehicles and off load them at any arena that the band was scheduled to play and during those period, he had the opportunity to play with the instruments. In short, he met music at home.
Responding to a question as to where he got the name ‘Famous’ from, the music maestro said his grandfather was a popular and famous man around town for many reasons and he died when he was born. Thus his family members decided to call him the name his grandfather was popularly known of, which is ‘Famous’.
Famous expressed appreciation for the interventions of Africell in the entertainment industry, which he believes, makes it easier than before to stage concerts. He dismissed all suggestions that he is in fierce competition with any musician, but maintained that as musicians, they should all try to do their thing in their own little way, as competition will not make the industry grow.
The Brand Ambassador asserted that as a Brand Ambassador of Africell, he will woo more subscribers to the company, as his fans will enthusiastically follow him wherever he goes. He went further to disclose that his plans for this year are to hold a concert titled ‘Brighter future’ and feature several video shows. He is hopeful of forming a Foundation that will help (in his own little way) the less privileged in the country.
The meeting was climaxed by the signing of the Memorandum of Understanding between Africell and the Super Star, ‘Famous’ amidst cheers from the audience. Joe Abass Bangura officially declared him as Africell’s new signing as Brand Ambassador.
