Black Sherif Named Face of Telecel Ghana's Project X
Black Sherif has been unveiled as the face of Telecel Ghana's Project X, a year-long partnership built around Telecel Cash activations, events and rewards.
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Ghanaian music star Black Sherif has been unveiled as the face of Telecel Ghana's Project X. The new partnership, announced in Accra in early October 2026, is designed to deepen the telecom operator's connection with young consumers, with the rapper and singer championing its mobile money service, Telecel Cash. Citi Newsroom reported the unveiling on October 8. Under the deal, Black Sherif, popularly known as Blacko, will front a series of activations, events and surprise rewards for customers over the next year. More than an ambassador deal Telecel Ghana says the partnership goes beyond a conventional brand ambassador arrangement. Instead of simply appearing in adverts, Black Sherif is expected to play a central role in creating experiences and driving engagement around the mobile money platform. Speaking at the unveiling, Telecel Ghana chief executive Patricia Obo-Nai said the collaboration brings together two brands with strong youth appeal and a shared emphasis on authenticity and resilience. She described Black Sherif as an artist whose talent, authenticity and personal journey resonate strongly with young Ghanaians. According to Obo-Nai, the partnership will deliver a series of surprises and consumer activations, with the musician as the face of these experiences. She urged Telecel Cash customers to follow Black Sherif closely for announcements. How fans can take part Telecel says customers will need a Telecel Cash wallet and the Telecel Play app to join in. Reports on the launch also mentioned "BlackoCodes", tied to the artist, as part of the rewards mechanics. The company used the launch to warn customers about fraud, stressing that users should never share their passwords, PINs or passcodes with anyone claiming to represent Telecel. Why Black Sherif? Black Sherif, born Mohammed Ismail Sherif, rose to fame in 2021 with "First Sermon" and "Second Sermon", raw, autobiographical songs that blended drill, highlife and Ghanaian street storytelling. His 2022 hit "Kwaku the Traveller" topped charts across Africa, and his debut album The Villain I Never Was confirmed him as one of the continent's leading young voices. His rise from a difficult upbringing to international stages is the "personal journey" Telecel refers to, and it is a big part of why he connects with young listeners. He remains a fixture on Ghanaian charts. This week Apple Music Ghana's Top 20 includes his songs "Jolie" at No. 15 and "Expresso" at No. 20, according to KPD Online. Telecel and Ghanaian music Telecel, which took over Vodafone's Ghana business, already has deep ties to the country's music industry. It is the headline sponsor of the Telecel Ghana Music Awards , previously known as the Vodafone Ghana Music Awards , the country's biggest music honours. Signing one of its biggest stars for a dedicated campaign extends that relationship directly into its digital products. The deal also follows a wider trend across Africa, where telecom and fintech brands are using musicians to reach younger customers. Mobile money is central to daily life in Ghana, and companies are competing hard to win users among Gen Z. A busy season for Ghanaian music The announcement comes during an active month for the Ghanaian scene. Rapper Kweku Smoke holds 12 places in Apple Music Ghana's Top 20, Okyeame Kwame has revealed his new album Gentle Rebel, and Shatta Wale is preparing for ShattaFest Accra on October 17. Our featured image shows Black Sherif at the 2022 3Music Awards in Accra, held in the year of his breakthrough. What Telecel gets from the deal For a telecom brand, the appeal is clear. Black Sherif has one of the most engaged young audiences in Ghana, and his story of rising from hardship resonates widely. Linking that story to Telecel Cash gives the company a voice that young customers already trust. What's next The first Project X activations are expected to roll out over the coming weeks, with Telecel promising surprises and rewards through the Telecel Play app. Fans will also be watching for new music from Black Sherif, whose releases often arrive with little warning. With a year-long deal in place, Telecel will be hoping that his huge following translates into new Telecel Cash users. Sources: Citi Newsroom | The Business Avenue | KPD Online