Africell CEO partners with Drizilik to promote new album Audacity.

Africell Sierra Leone has partnered with Sierra Leonean musician Drizilik to support the rollout of his new album, Audacity, bringing together music, technology and cultural engagement.

Announced on 28 September 2026, the partnership forms part of a wider campaign connecting Drizilik’s music with audiences in Sierra Leone and abroad through Africell’s outdoor advertising and media network.

The campaign includes city-wide billboards and outdoor activations featuring codes that direct members of the public to Drizilik’s official website, where they can access Audacity ahead of its global release on 30 September.

Africell Sierra Leone Chief Executive Officer Shadi Gerjawi said the company views arts and culture as an important part of the country’s identity and wants to support people 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,” Gerjawi said.

He described Drizilik as an artist with a distinctive sound and strong connection to Sierra Leone.

“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 partnership comes as Sierra Leonean musicians continue to seek audiences beyond the domestic market, including among Sierra Leoneans in the diaspora and international music listeners.

Drizilik, known for music influenced by Sierra Leonean culture, language and everyday experiences, said the collaboration reflected his belief in the role of music and culture in bringing communities together.

“My music has always been about what brings us together as a community, and culture is at the heart of that,” he said.

He said Africell’s involvement also demonstrated its commitment to young people and to the development of Sierra Leone’s entertainment and cultural sectors.

Further activities are planned throughout October following the album’s release. They include an AfriTV live session and a private partner showcase, giving audiences and industry stakeholders opportunities to engage with the album and its creative process.

For Africell, the collaboration extends its engagement with Sierra Leone’s youth, entertainment and cultural sectors. The campaign combines digital access, outdoor advertising and live experiences around the album rather than relying solely on conventional artist endorsement.

The partnership highlights how collaborations between musicians and brands can create new channels for audience engagement while providing local artists with additional platforms to reach wider audiences.

With Audacity released globally on 30 September and further activities scheduled for October, the campaign will continue to promote Drizilik’s music through digital and physical platforms in Sierra Leone and beyond.

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