Over 100 young hopefuls gathered to showcase their talents in the Kontri Pot Best of Salone Talent Competition. Singers, poets, rappers, comedians and spoken word artists all competed for a chance to win NLe 150,000 and build a career in the entertainment industry. 

Now in its third season, the Kontri Pot competition is the brainchild of JayArr, Sierra Leonean-American reggae artist turned entertainment executive. Motivated by a love for music and strong desire to give back to the creative sector, JayArr returned to Sierra Leone. 

His return mirrors a growing trend amongst Sierra Leoneans in the diaspora moving home to contribute in rebuilding their country. A recent example is Usifu Bangura who returned to Kambia to improve clean water access in his community. 

This wave of diaspora investment is also reflected in initiatives like the Sierra Leone Diaspora Investment Conference (SLDIC), founded by Vickie Remoe. 

The SLDIC aims to encourage diasporans to invest in the country to make an impact. The first conference, held in Maryland in 2023, attracted over 200 professionals. The 2024 edition drew an even larger audience. 

Sierra Leoneans abroad are finding different ways to engage with their homeland, some do it from overseas while others like JayArr pack their bags and head home. 

Through the Kontri Pot Best of Salone Talent Competition, JayArr is providing a platform for Sierra Leone performers, while creating jobs. 

JayArr

JayArr’s Vision for the Kontri Pot Best of Salone Talent Competition

JayArr’s vision is clear. He wants to uplift the country’s entertainers and provide sustainable opportunities for economic empowerment while celebrating Sierra Leonean culture. 

His commitment to give back started with his first visit to Sierra Leone after the civil war. Deeply moved by the devastation he witnessed, he felt a strong desire to help rebuild his nation. 

On that trip, he provided food and medical supplies to refugee camps through the Children’s  Rights Council of Sierra Leone. His dedication to his country only grew from there. 

In 2019, after releasing music under LYOA records, JayArr rebranded his label as Generation Next Entertainment SL Limited (Gen X Music) with a renewed purpose. He hoped to mentor and uplift the next generation of Sierra Leonean artists. 

His desire to give back, eventually led him to the creation of the Kontri Pot Best of Salone Talent Competition in 2022. The platform was designed to create meaningful employment opportunities while empowering local talent.

Recognizing the potential of Sierra Leone’s untapped talent, JayArr wanted to do something different. Unlike other talent shows that primarily focus on singing and rap, Kontri Pot elevates often-overlooked categories such as spoken word, comedy, and dance alongside the other mainstream music genres. 

Through this JayArr hopes to celebrate Sierra Leone culture in its entirety.

“We have the 5 categories because all other competitions have mainly focused on singing and rap. We do have other talents in our industry that need to be highlighted and nourished as well.”

Everyone who participates in the competition is considered for a full contract with his label, Generation Next Entertainment, if they recognise potential. The winner receives a two-year contract to produce, publish, and distribute one album along with the money prize.

JayArr and some audience at the Kontri Pot Best of Salone Competition auditions

These opportunities provide not only exposure but also long-term career pathways for rising stars in the Sierra Leonean entertainment industry. 

With two successful seasons already completed, and a third that has already begun, JayArr continues to enhance the show. Each season brings increased creativity amongst contestants, larger prizes, and greater visibility for local talents. The grand prize for season three has grown from NLe 100,00 to NLe 150,000, with only one winner and no second or third places. This reflects the high stakes of the competition.

JayArr with Best of Salone Kontri Pot Season Two winner, Emmanuel jozier Koroma

“The concept is different. The show is geared towards promoting Sierra Leone and Sierra Leonean talents. All cover songs must be by Sierra Leoneans. Only songs by Sierra Leonean artists are performed at the show.”

Through the Kontri Pot Best of Salone Talent Competition, JayArr is not just entertaining the masses, he’s building an industry that supports the livelihoods of many. The competition generates employment by involving a wide range of roles, from performers to production staff.   

But aside from that, he is also providing a much needed platform for underrepresented talent in Sierra Leone. 

JayArr and some judges at the Season three auditions of the Kontri Pot Best of Salone Competition 

JayArr’s Experience in Building a Business in Sierra Leone

Building a business in any country is hard, but when you’re coming into a territory you’re not familiar with, it can get messy. But despite the trials, JarArr has built a number of organizations for himself. 

Under his business belt, he has the Speedway232 SL Limited and the Gift of One Desk (G.O.O.D), an NGO set up to provide desks for schools in need of them. 

Setting up a business in Sierra Leone tested him financially and took a significant toll on his resources. Most of the Return-on-Investment (ROI) from his start-ups did not match his upfront investment. Staying in business without corporate sponsorship was a big challenge for him. 

In addition, finding young people who understood the professional world was another challenge. However, JayArr understands these struggles well and today, they don’t bother him like before. 

His investment in the Kontri Pot competition is something he is most proud of. The competition allows him to discover and nurture hidden talents, even in its early stage. 

For JayArr, the key to successfully doing business in Sierra Leone is to plan well in every aspect.

“Be prepared to self finance for at least 2 years, thereby not relying on your business for your daily living expenses.”

 Doing your research to make sure your business venture is a viable one in Sierra Leone was also high on his list.

Through these lessons, JayArr has been able to build a formidable business while doing what he loves, mentoring young entertainers and guiding them to change the face of Salone entertainment. 

The staff at Generation Next Entertainment

JayArr’s Evolution in Sierra Leonean Music

Born Kha-Benneh Bangura in Magburaka, JayArr attended the Magburaka Boys Secondary School and the St. Edwards Secondary School in Freetown. In the 1980’s, he moved to the US to complete his high school and later joined the US Army, reaching the Sergeant title. 

After his honorable discharge, he earned a Bachelor’s in Computer Information Systems from Marymount University, Virginia. 

JayArr is a well known reggae singer, songwriter, businessman and philanthropist from Sierra Leone. With hits like “Sex Message” and “Born Sierra Leonean,” JayArr has established himself in Salone’s entertainment industry.

Growing up, JayArr had no ambitions of becoming an entertainer. Despite his love for Bob Marley and Lucky Dube and sneaking into dance halls, a career in entertainment never crossed his mind. 

JayArr’s music journey began with a song he made for a girlfriend of his back in the day. JayArr had visited Sierra Leone in 2005 and wanted to leave a song for his girlfriend so she remembered him while he was away. 

During that visit, he befriended the reggae group, “The Jungle Leaders” who helped him write and record “Gonna Miss You.” The song, featuring the group, was included in their 2005 album “Same Soup.” They also collaborated on a second song, “Rise Up Salone” which was released on the same album.

“Doing music evolved into me wanting to spread the positive conversations that I have with close friends to a wider audience. I figured if I put those thoughts into music, I can spread those messages wider and faster,” he said.  

In 2006, JayArr launched his debut album “Born Sierra Leonean,” which drew a large DMV audience and remains relevant today. He also opened shows for reggae legends like Gregory Isaac and Maxi Priest. He also created his record label, LYOA under which he produced the majority of his music.

JayArr

The Road Ahead for JayArr and Sierra Leone’s Rising Stars

JayArr’s journey from a passionate music lover to a trailblazer in Salone’s entertainment industry shows his dedication to entertainment and developing his country for the better. 

Through the Kontri Pot Best of Salone Competition, he is creating new opportunities for the next generation of talent to shine. As Sierra Leone’s entertainment industry continues to grow, JayArr stays committed to nurturing local artists and expanding the industry.

His work is paving the way for a brighter future, where Sierra Leonean talent can be recognised both at home and on the global stage.