Africell Partners with Drizilik to Expand Reach of ‘Audacity’

Africell Sierra Leone has partnered with musician Drizilik to support the rollout of his album, Audacity, in a campaign combining outdoor advertising, digital access and live media activities.

The partnership was announced on September 28 and is intended to connect the Sierra Leonean artist’s music with audiences in the country, abroad and in regional and international markets.

Outdoor campaign and early access

As part of the campaign, billboards and other promotional materials were placed across Freetown. The materials included codes directing members of the public to Drizilik’s official website.

Fans were able to access Audacity through the website ahead of its global release on September 30. The album was subsequently released globally, while further partnership activities were planned for October.

Those activities were scheduled to include a live session on AfriTV and a private showcase for partners. The exact dates and details of the events were not provided.

Focus on culture and creative opportunities

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

Gerjawi also described Drizilik as an artist with a distinctive sound who remains connected to Sierra Leone and the people and places that inspire his work.

“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,” Gerjawi said.

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

He added that Africell’s involvement showed how corporate partnerships could create opportunities for young people and help strengthen Sierra Leone’s entertainment and cultural sectors.

The collaboration reflects a wider role for corporate institutions in creating platforms for Sierra Leonean creative talent, including artists seeking to reach international audiences and members of the diaspora.