Sierra Leone’s King Boss La signs telecoms ambassador deal

The year-long deal means the artist will now represent the company as brand ambassador across Sierra Leone. The signing ceremony, which took place recently, was attended by the media and Africell staff, including John Konte, the company’s public relations officer.

Konte introduced the event’s guest speaker Joe Abass Bangura, director of corporate affairs at Africell. Bangura said Africell had demonstrated its passion in promoting talent in the country.

“Over the years we've been involved in the promotion of young talents and have always been seeking ways of influencing young lives to make a difference in society and contribute to the development of the nation as well as their own personal elevation in life,” he said.

Africell’s involvement, he added, gave artists a chance even without money. "They can use their God-given talent to get to the top and this is what Africell is passionate about.”

He said that while many young people were gifted, it was the proper use of talent that would bring success to them. King Boss La had done well, he said, adding that since his 2009 debut album Money Na Bank, he has impressed young people in his country, leading to packed venues whenever the artist plays concerts. Bangura also expressed confidence in King Boss La’s ability to hold his end of the Africell deal.

For his part, King Boss La (real name Alhaji Bankaria Bah) thanked the guests at the event and said Africell had always provided assistance to the industry. He said a number of concerts in the country had the Africell brand adorning the stages, which meant that the company had devoted resources to support the Sierra Leonean entertainment industry.

King Boss La then took to social media to share the news with his fans. “Thank you God. Thank you Africell. Thank you to all my fans and Sierra Leoneans,” he wrote.