By Hassan Osman Kargbo
In a landmark move to support Sierra Leone’s music industry, Africell- Sierra Leone, one of the country’s leading telecommunications companies, has signed 11 Sierra Leoneans artistes to its Caller Ring Back Tunes (CRBT) service, also known as “My Tunes.” The signing ceremony took place on Wednesday, July 9, 2025, at the Africell headquarters Wilberforce, Freetown.
This initiative, led by iconic Sierra Leonean artist and current President of the East End Artists Union, Emmanuel Artical Fayoh, marks a significant milestone in promoting local talent and expanding the reach of Sierra Leonean music.
According to Africell’s Deputy Head of Media Relations, Abdul Aziz Kamara, the decision to on-board Sierra Leone artistes was driven by a desire to give subscribers the opportunity to hear and support homegrown music. Mr. Aziz Kamara emphasized that the country is blessed with numerous talented musicians who are doing exceptionally well in the entertainment industry, and Africell sees the CRBT service as a means to showcase and empower them.
“The CRBT is a service where, when someone calls your phone, they hear a song instead of the usual ringing tone,” Kamara explained. “It entertains callers while they wait and also serves as a promotional tool for our artists.”
He commended Emmanuel Artical Fayoh for spearheading the project and for his dedication to uplifting Sierra Leonean music. Kamara further noted that the service has the potential to be financially rewarding for the artistes, as they earn revenue based on the number of subscribers who select their songs.
“This is a form of empowerment,” he said. “At the end of the day, the artiste can look back and say, ‘this is what my song has brought me.’”
The initial group of artistes added to the CRBT service includes Artical Fayoh, Dreamer, K Rythm, Prototep S, Maxons, and King Forh, among others. Kamara assured the public that this is just the beginning, with more artistes expected to be added to the platform over time.
He encouraged subscribers to support local music by dialing *444# to access the CRBT menu and follow the prompts to choose songs from the listed Sierra Leonean artistes. Kamara also appealed to the artistes to promote their CRBT codes, stressing that the more subscribers they attract, the more income they can generate.
“This is a win-win. The people get great music, and the artistes get recognition and financial benefit,” he said.
Speaking at the signing ceremony, Emmanuel Artical Fayoh, popularly known as the “East Coast Power Bank,” expressed his gratitude to Africell- Sierra Leone for providing such a valuable opportunity to local entertainers.
“This marks a significant milestone in our musical careers,” he said. “I want to thank Africell for believing in Sierra Leonean talent and investing in our future.”
Fayoh called on fellow musicians to collaborate with Africell, noting that this partnership offers a platform for artistes to expand their reach and connect with fans on a deeper level.
“We need to push ourselves and support each other,” he urged. “If we work together, this service can benefit us all.”
The signing event drew attention from across the entertainment industry and has been hailed as a positive step towards the commercialization and sustainability of local music. By incorporating home-grown artists into its CRBT system, Africell is not only enhancing its customer engagement but also contributing to the growth of Sierra Leone’s creative sector.
The initiative is expected to inspire more corporate entities to explore similar partnerships that recognize and reward local talent.
As the My Tunes CRBT service expands, both Africell and the artists involved are hopeful that this move will lead to greater visibility, increased revenue, and a stronger foundation for Sierra Leone’s entertainment industry.
For subscribers wishing to support their favourite Sierra Leonean artistes, the process is simple: dial *444# and follow the instructions to select a CRBT track.
