The much anticipated #youknowwhattimeitis concert finally took place on the University of Ghana campus over the weekend with scores of fans showing up at the venue to see rapper, Sarkodie in concert. Performing several of his hit songs and featuring artists like R2bees and others on stage, fans of Sarkodie and the rest of Ghana found out that the concert was to announce an endorsement deal with global electronics company, Samsung. Samsung Electronics West Africa has signed on Sarkodie as its brand ambassador for its mobile devices for the next one year. In this role, Sarkodie will be working with Samsung to raise awareness about Samsung mobile devices and ultimately make Samsung mobile devices the preferred devices in the West African sub region. Sarkodie was officially unveiled as the mobile brand ambassador at the ‘You know what time it is’ concert held at the University of Ghana, Legon over the weekend. According to the Jaspreet Singh, Business Leader at Samsung, ‘we are very excited about this partnership because we want to connect with our customers musically and we find in Sarkodie all the values we stand for and work tirelessly to achieve. He is an optimistic believer, a relentless innovator and a passionate creator and these values make up the Samsung brand’. He continued that ‘Samsung as a brand is born out of a commitment to relentlessly pursue a better tomorrow by creating the future hand in hand with our customers through innovation and an optimism that says it’s all possible. The Samsung brand stands for innovation, change, discovery, self expression and excellence in performance and these very same qualities are epitomised in Sarkodie. Sarkodie has clearly demonstrated these values over the years and we are proud of our association with him. We want to further connect with our customers at all touch points, especially through music since it is one of the passions of peoples in West Africa’. Commenting on his association with Samsung, the award-winning  Sarkodie remarked that ‘Samsung is a brand that celebrates talents and creates the future we are all working hard for. I tend to endorse brands very selectively as I need to relate to the brand as well as believe in it. People have always asked me the secret to my music and this is my answer – God, but apart from God, it is the relentless quest within me for a better tomorrow and I share that with Samsung. I would like to add that the exciting suspense surrounding this announcement – each and every advert you saw with regard to the concert was being spearheaded by Samsung; the whole idea was to whip up great anticipation for this unique union with Samsung. This will certainly be an exciting journey for me, my music, Samsung customers, and the public’. As a testimony to Samsung’s commitment to providing value to its customers with its Built For Africa products, Samsung Galaxy Pocket and the Chief Hero phones will now come with customized wallpaper of Sarkodie, his signature and users will have the privilege to download exclusive tracks of Sarkodie yet to be released on Samsung devices, so Samsung keeps the promise to deliver value to our valuable customers.  ]]>