Africell Partners with Drizilik to Promote ‘Audacity’

Africell Sierra Leone has partnered with prominent contemporary musician Drizilik to support the rollout and promotion of his album Audacity.

Announced on September 28, the collaboration is using Africell’s advertising and media platforms to connect the Sierra Leonean artist’s music with listeners in Sierra Leone and abroad, including audiences in regional and international markets.

Freetown campaign gives fans early access

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

Through the website, fans received exclusive access to Audacity ahead of its stated global release date of September 30. The campaign therefore combines physical advertising with digital access as Africell and Drizilik seek to widen exposure for the album.

Drizilik is known for music that incorporates elements of Sierra Leonean language, culture and everyday experiences. The partnership places that work within a broader collaboration between the country’s corporate and entertainment sectors.

Africell highlights cultural support

Shadi Gerjawi, Chief Executive Officer of Africell Sierra Leone, 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 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 the place and people that inspire him.

“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.

Further activities planned for October

The partnership is expected to continue after the album’s September 30 release date, with additional activities scheduled throughout October. These include a live session with AfriTV and a private showcase for partners.

The dates and venues for those activities have not been specified.

Drizilik said community and culture remain central to his music and noted the potential of corporate support to create opportunities for young people while strengthening Sierra Leone’s entertainment and cultural sectors.

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