Accra, October 8, 2026 — Telecel Ghana has unveiled Black Sherif as the face of its X Project, announcing a partnership that will bring together music, digital financial services and customer rewards.
The Telecel X Grand Unveil, held on October 7 at the Kempinski Hotel Gold Coast City in Accra, introduced the Ghanaian musician as a central figure in the company’s campaign to build stronger connections with young consumers through Telecel Cash.
Known to fans as Blacko, the musician will headline a programme of events, promotional activities and surprise rewards over the coming year. According to Telecel, his involvement will extend beyond a conventional ambassador role to include experiences designed to encourage customers to engage with its mobile money platform.
Speaking at the unveiling, Telecel Ghana’s Chief Executive Officer, Ing. Patricia Obo-Nai, highlighted the connection between the company’s brand identity and Black Sherif’s personal journey. She described authenticity, resilience and his appeal among young Ghanaians as key strengths behind the collaboration.
Obo-Nai said customers could expect surprises announced through the musician’s social media platforms, with activities anticipated almost every month over the next year.
Black Sherif also offered a preview of what fans can expect, explaining that his appearances on TikTok, Snapchat and Instagram would carry opportunities to access promotional codes, gifts and transaction-related rewards.
“There’s a Blacko code,” he said, teasing the role his online platforms will play in connecting fans with the campaign.
Music formed part of the unveiling, with Black Sherif delivering a live performance that drew an enthusiastic response from guests. The performance brought his artistry into an evening focused on the commercial partnership and the audience he brings to it.
Telecel says customers will need a Telecel Cash wallet and the Telecel Play app to participate in the planned activities. Further announcements on rewards and activations are expected through Black Sherif’s channels.
The company also used the occasion to reinforce its account-security message, reminding customers to keep passwords, PINs and passcodes private, including from anyone claiming to represent Telecel.
The partnership builds on an existing relationship between the musician and the telecommunications company. In May, Black Sherif visited Telecel Ghana’s headquarters after winning five awards at the 27th Telecel Ghana Music Awards, including Artiste of the Year. A Telecel-issued account of that visit noted discussions about potential year-long collaborations.
With the X Project now unveiled, that relationship enters a new phase, placing Black Sherif at the centre of a campaign intended to turn his connection with fans into ongoing customer experiences.
