Nigerian reggae-dancehall singer Patoranking was announced this week as a brand ambassador for online money transfer platform WorldRemit.
Headquartered in London, WorldRemit was founded in 2010 by former compliance advisor to the United Nations Development Programme Ismail Ahmed. The financial services company is credited with pioneering mobile-to-mobile money transfer. WorldRemit is available in more than 100 countries, including most African countries.
“We’re thrilled to announce our new global ambassador, multiple award-winning recording artist and reggae sensation Patoranking,” the company said. On his part, the musician said he was “happy to be part of the WorldRemit family”.
Patoranking’s WorldRemit appointment is expected to bolster the gains made by the company, especially in sub-Saharan Africa, which has witnessed double-digit growth in mobile money transactions in the past 10 years, according to The Africa Report(link is external). October 2020 figures by the Reserve Bank of Zimbabwe, for instance, reveal a 33% surge in WorldRemit diaspora remittances as compared to last year’s numbers, despite World Bank projections that remittance flows to the region would fall by 23% in the wake of the COVID-19 pandemic.
“We are continuously looking at how we respond to the increasing demand for our product in the diaspora and innovate payout options for customers at home,” WorldRemit’s head of sub-Saharan Africa and country director for Zimbabwe, Pardon Mujakachi, said. “Our aim is to ensure that everyone everywhere has access to our service.”
The WorldRemit deal also adds to the ‘Abule’ singer’s growing business portfolio, which includes collaborations with liquor brand Hennessy and Hong Kong-based smartphone manufacturer Infinix Mobile. Earlier this year, Patoranking made the Forbes Africa’s 30 Under 30 list. He also sponsored 10 students with full scholarships to the African Leadership University.
Other African celebrities who have partnered with WorldRemit in the past include Ugandan TV star Sheilah Gashumba, who was unveiled as brand ambassador in 2018. The company is also associated with major global mobile money services including M-Pesa (Kenya), MTN (Africa and Asia) and bKash (Bangladesh).