Sierra Leone’s leading music superstar, Alhaji Bankaria Bah commonly known as King Boss LA (LAJ), on Wednesday 11 July 2018 officially signed a contract with the country’s leading mobile operator, Africell, to serve as its newest Brand Ambassador for an initial period of one year. The ceremony which attracted some members of the press and staff of the company, took place at Africell headquarters at Wilberforce in Freetown, chaired by John Konte, Manager for AiRadio and also Public Relations Officer of Africell.
Welcoming guests present at the meeting John Konte expressed satisfaction to all for gracing the occasion. Recognizing the presence of their distinguish guest, King Boss LA, he stated that Africell has been promoting the entertainment industry and this meeting is part of such action. Without much ado, he introduced the guest speaker, Joe Abass Bangura, Chief Corporate Affairs Boss to update the gathering about the purpose of the meeting.
Speaking to the audience, Abass Bangura said that Africell has over the years 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. In this regard, he made reference to the young Kelvin, a Sierra Leonean with God -given talents whom they had helped to promote and who today is making waves around the world and by extension making Sierra Leone proud.
The Corporate Affairs Chief went on further to say that young people have talents which needed to be tapped. Without money, he said, they can use their god given talent to get to the top and this is what Africell is passionate about. He further recalled that there have been several Sierra Leonean musicians who had partnered with Africell and today have grown. He then introduced the Guest of Honor, Alhaji Bankaria Bah, popularly known as King Boss LA.
He stressed that since his debut album of ‘Money Na Bank’, launched in 2009, this son of the soil and musical star has won the hearts of young people in the country, to the extent that his concerts have always been jam packed.
He recognized the huge influence that Boss LA has on the young and it is this influence that they want to tap to improve the vision and aspirations of the young Sierra Leoneans. Africell wants to develop the gifts of young people and make room for their eventual development. He stressed that whilst many young people have gifts, it is the proper use of such talents that will enable them to succeed like all others, including graduates.
On the person of King Boss LA, Joe Abass Bangura said that, this musical superstar has excelled in the entertainment industry thereby gaining wide audience both nationally and internationally. As far as hip hop is concern, LAJ is an outstanding star and nothing can be said about hip hop in Sierra Leone without mentioning the name of King Boss LA. His trade mark which is rap has earned him the name of king Rapper in the country. This program, he maintained, is an official signing of a contract between the king of Rap and hip hop super star in the country, and the Africell family. He then announced that with effect from this date King Boss LA after the signing of the contract will effectively be Africell’s Brand Ambassador and he has no doubt that he will play his role perfectly.
Accepting the offer, the musical malaika, king of rap and hip hop in Sierra Leone, King Boss LA, expressed appreciation to the company and all those present. He went on to explain that this is not his first encounter with Africell but that since he started music, the company had been on his side rendering help. The event, he said, is like a dream come true and that he is ready to work with the company. Africell, he maintained, has been involved in the entertainment industry for quite a long time, as in almost every show one will see their brand exhibited on billboards in and around the venues. He recognized the help of the company since day 1 and is convinced that Africell is ready to support the entertainment industry. He promised to promote the name and brand of the company in his music anywhere he goes.
Businessman, Mohamed Kosia, also made a short statement commending Africell for its involvement in the entertainment industry stressing that his observation over the years is that the company has a presence in every show in the country by way of billboards etc.
In his closing remarks, John Konte emphasised that AiRadio plays music done by Sierra Leonean artists every day for 12 hours and this time they will be airing new songs of the new Brand Ambassador after every commercial.
The meeting was climaxed by the signing of the contract between the super star and Africell.