By: Abdoulie Al Ameen Daffeh & Korka Jallow
Africell Gambia has signed popular Gambian artist Big Banga as its new brand ambassador under a one-year contract, in a move aimed at promoting local talent and strengthening the country’s creative industry.
The signing ceremony, held Tuesday, marks a significant moment for both the telecommunications company and the entertainment sector, as Big Banga becomes one of the first major Sarahuleh artists to secure a high-profile corporate partnership.
Speaking at the event, Africell’s Public Relations and Event Manager, Waka Jange, said the agreement goes beyond a formal partnership.
“This is not just about putting pen to paper; it is about celebrating identity, culture and the power of partnership,” he said, noting that the company remains committed to supporting Gambian talent.
He added that Africell has played a key role in nurturing young people through music, sports and other creative platforms, providing opportunities for emerging artists across the country.
Jange described Big Banga as an influential figure in the music industry whose impact extends beyond entertainment.
“He is a hitmaker, a cultural icon and someone admired by many Gambians. His discipline, humility and consistency align with our brand values,” he said.
Under the agreement, Africell will support the artist through promotional campaigns, including his upcoming concert at the Gambia Chamber of Commerce and Industry (GCCI), as well as public engagements. In return, the artist will promote the Africell brand and help strengthen its connection with young people and the wider public.
In his remarks, Big Banga expressed gratitude to Africell for the opportunity, describing the company as a long-time supporter of his career.
“Africell has always supported my shows and promoted my work even before this contract,” he said. “I am grateful for this opportunity and ready to serve as a proud ambassador.”
The partnership reinforces Africell’s role in the development of The Gambia’s creative industry while marking a new phase in the artist’s career.