Telecommunications giant Africell- Sierra Leone has announced a ground-breaking partnership with rising music sensation Khadison, who is set to represent the country at the prestigious 17th U.S.-Africa Business Summit in Luanda, Angola. The summit, which runs from June 22 to 25, brings together over 1,500 key public and private sector leaders to strengthen trade and investment between the United States and Africa.
Organized by the Corporate Council on Africa (CCA), in collaboration with the Government of Angola, this year’s summit covers critical sectors including infrastructure, energy, agriculture, technology, and finance. But for Africell, the event is not just about boardroom conversations—it’s about elevating Sierra Leone’s cultural footprint on the global stage.
At a formal ceremony at Africell’s Wilberforce headquarters in Freetown, the company signed a Memorandum of Understanding (MoU) with Khadison, confirming his participation as a cultural ambassador during the summit.
Speaking at the signing, the Africell- Sierra Leone CEO Shadi Gerjawi emphasized that the move goes beyond artistic endorsement.
“This partnership with Khadison isn’t merely about performance, it’s about representation,” Gerjawi said. “Representing Africell, representing Sierra Leone, and showcasing the talent and spirit that our country possesses.”
Gerjawi noted that Africell’s decision to sponsor Khadison’s performance aligns with its broader strategy to integrate culture into corporate diplomacy. The performance, he added, would not only spotlight the artiste but also serve as a powerful message that Sierra Leone is ready to engage globally through both business and the arts.
“International exposure at such a high-profile summit has the potential to transform lives, industries, and perceptions,” he added. “This is an invaluable opportunity not only for Khadison but for Sierra Leone’s creative sector.”
Khadison, known for his fusion of traditional Sierra Leonean sounds with Afro-pop rhythms, expressed gratitude for the platform. At just 23, the young artiste rose to national recognition as the youngest finalist in the “Be a Star” competition—a moment he described as pivotal.
“That moment showed me that age doesn’t limit potential,” he recalled. “Today, I feel deeply honoured to represent my country at such a prestigious global event.”
He added that the upcoming performance in Luanda is not just a career milestone but a national statement.
“This is Sierra Leone being heard and seen on a world stage. It’s about flying the flag high—not just for me, but for every young artiste who dreams of being recognized globally.”
The artiste also praised Africell’s role in nurturing local talent.
“Africell believed in me when it mattered most. Their support goes beyond music—they invest in people, in communities, in dreams,” Khadison said.
As anticipation builds for the summit, Africell’s initiative marks a significant shift in how private sector players can leverage soft power. By integrating music into a high-level economic forum, the company is broadening its relevance and reinforcing its commitment to youth empowerment and cultural promotion.
“This is just the beginning,” Gerjawi concluded. “At Africell, we connect people—not just through technology, but through opportunity, vision, and shared purpose. Khadison’s journey is our journey. And we’re taking Sierra Leone with us.”
Khadison is scheduled to perform during a special cultural segment of the summit, which is expected to draw international media attention and serve as a showcase of Africa’s vibrant creative potential.
