“Whether it is music, film, pageantry, talent exhibition etc., Africell has been in the lead in terms of supporting the entertainment industry.” Those are in the words of the Head of Africell Media in a recent virtual interview with US based Disc Jockey Egerton Shabba.
Nobody can agree with John Konteh less for the Africell Telecommunications Company is certainly the biggest promoter of arts and entertainment in Sierra Leone.
In Sierra Leone, the creative arts and entertainment industry is still crawling, lacking support and investment. With barely a few on board like Africell, many ask whether other corporate bodies cannot come on board as well to make the game big.
“Many are not serious about supporting the industry,” John Konteh reacted on the role of Africell in promoting the creative arts and entertainment industry over a concern in a live Zoom interview with DJ Egerton. He said there surely will be greater impact if other major corporate bodies can follow the example of Africell.
In the interview John Konteh highlighted some key accomplishments made to position the industry for growth. He said it is no secret that Africell towers as the giant not only in providing affordable and reliable mobile and internet network connectivity across the nation, but also in promoting local arts.
“Whether it has to do with music, film, pageantry, talent or expedition, Africell remains in the lead in terms of supporting the industry,” he reiterated.
In terms of talent discovery, John Konteh referenced the recent “Be A Star” platform that was created and supported by Africell with the winner, Mohamed “Larkson” Sesay walking away with Le 50 Million cash prize, a recording album and a concert. John said Africell has also signed and made various artists Brand Ambassadors; according the artists cash remunerations and free airtimes to promote their songs and play their jingles. He said in addition, Africell also provides logistical support to all Brand Ambassadors whenever staging concerts.
“Africell also makes its radio station, AfriRadio a platform to support the industry in diverse ways such as using it to support emerging entrepreneurs with free airtime to play their jingles and free talk-shows in order to market their businesses,” he furthered’ adding that AfriRadio has a 12hrs’ nonstop play of only Sierra Leonean tracks.
The Africell media lead said Africell is also seen as a major partner within the pageantry sector. “Africell has been supporting the Miss Sierra Leone event in the past years and we also power media houses like Radio Democracy and AYV and cash support to over twenty (20) radio stations nationwide.” he informed.
Also in sports, he said the company has also supported the volleyball tournament whenever hosted in Freetown. “In football, the 2019 Salone Premier League was supported with each team receiving two sets of a football jersey with cash emoluments.”