Black Sherif
Black Sherif has officially been unveiled as the face of Telecel Ghana’s new campaign, Project X, ending weeks of guessing over what the telecom company had been teasing. The reigning TGMA Artiste of the Year will now front a drive to get more young Ghanaians using mobile money and digital financial services through the Telecel Play App.
The partnership was launched at a colourful event at the Kempinski Hotel Gold Coast City in Accra, where Blacko also thrilled guests with an emotional live performance.
What Is Telecel’s Project X?
For weeks, Telecel kept the name “Project X” under wraps, sparking speculation online about what the brand was planning. The mystery has now been solved: Project X is a campaign built around Black Sherif as its face.
According to Telecel, the campaign is part of its push to expand digital financial inclusion in Ghana. It aims to encourage more people, especially young customers, to use mobile financial services through Telecel Cash and the Telecel Play App.
Black Sherif will feature in Telecel Ghana’s campaign communications and customer engagement activities. Reports from Citi Newsroom say the deal includes activations, events and surprise rewards over the next year.
More Than a Typical Ambassador Deal
Telecel says the collaboration goes beyond a regular brand ambassador arrangement. Rather than simply appearing in adverts, the rapper is expected to help shape experiences and drive fan engagement around the company’s mobile money platform.
The move is part of the company’s wider strategy to deepen its connection with younger consumers, a group that makes up a big share of Black Sherif’s fan base.
How Fans Can Join In: The “BlackoCodes”
One of the most talked-about parts of the campaign is the “BlackoCode” feature. Here is how it works, according to Telecel:
- Customers activate their Telecel Cash mobile money wallet.
- They download the Telecel Play App.
- They engage with Black Sherif online.
- During his online engagements with fans and customers, unique BlackoCodes are released.
Customers who take part can unlock rewards such as exclusive experiences, discounts, free transactions and other prizes. Telecel has also promised “exciting surprises” through the app.
A Safety Reminder
As part of the rollout, Telecel reminded customers never to share their passwords, PINs or passcodes with anyone who claims to represent the company. The warning comes as mobile money users continue to be targeted by fraudsters.
What Telecel and Black Sherif Said
Telecel Ghana CEO, Ing. Patricia Obo-Nai, praised the musician at the launch. “Black Sherif is more than an award-winning artiste,” she said.
She described him as an authentic and resilient young Ghanaian whose journey inspires millions, adding that he stands for the belief that no dream is too big. She called Project X “the coming together of two compelling stories.”
Aneth Muga, Director of Consumer Business at Telecel Ghana, said the campaign was the result of listening closely to customers. “Today marks the culmination of careful listening and bold thinking,” she said, explaining that customers want products and experiences that are simple, secure and exciting.
Black Sherif, for his part, sounded excited about the new role. “I’m excited to connect energies with Telecel as the face of Project X,” he said. He added that the partnership is about creating opportunities, delivering real value to customers and making everyday transactions safer, easier and more rewarding.
An Emotional Performance at the Launch
The unveiling was not just speeches. Black Sherif gave a moving live performance that reflected on the struggles he has faced and his rise to the top of Ghana’s music scene, YEN.com.gh reported.
Guests reportedly rose to their feet to give him a standing ovation, and clips from the night quickly spread on social media as fans celebrated the new deal.
Who Attended
The launch drew a high-profile crowd. Among those present were the Deputy Minister responsible for Communications and Digital Transformation, and the Executive Director of the Bureau of Ghana Languages, who represented the Minister in charge of Tourism and the Creative Arts.
Regulators, board members and industry leaders were also in the room, including Dr. Ernest Ofori Sarpong of Special Group of Companies, alongside music lovers and fans.
Quick Facts
- Artist: Black Sherif (Blacko)
- Brand: Telecel Ghana
- Campaign: Project X
- Focus: Telecel Cash and the Telecel Play App
- Fan rewards: BlackoCodes for experiences, discounts, free transactions and prizes
- Launch venue: Kempinski Hotel Gold Coast City, Accra
- Duration: Activations, events and rewards over the next year (per Citi Newsroom)
A Big Year for Black Sherif
The Telecel deal adds to what has been a strong run for the “Kwaku the Traveller” hitmaker. He is the reigning Artiste of the Year at the Telecel Ghana Music Awards (TGMA), the same brand’s flagship music event, and recently made headlines when he split his GH¢100,000 TGMA prize money between AratheJay and Gonaboy, a gesture many fans praised.
He has also kept the music coming, including collaborations such as “Forever” featuring AratheJay. Landing a major corporate partnership now shows how far his brand has grown beyond music.
For fans following the 2026 TGMA season, the deal is another sign that Ghana’s top award winners are becoming key faces for big brands.
Final Word
With Project X, Telecel is betting on Black Sherif’s huge connection with young Ghanaians to push mobile money and digital payments. For fans, it means more chances to engage with Blacko online and pick up rewards along the way. All eyes will now be on the first BlackoCode drops and the events planned for the months ahead.
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