VannDa, Cambodia’s King of Rap, has become Cellcard’s newest Brand Ambassador.

The announcement follows the 23-year-old rapper’s ‘Time to Rise’ campaign signaling the artist’s ambition to inspire and develop Cambodian excellence to share with the world. He seeks to elevate a new programme of work with Cellcard and join their growing team of Khmer talents.

VannDa’s switch to Cellcard reinforces a major shift in the music industry where artists have had to find new ways to keep their engagement with fans online and to distribute music to their audiences.

Cellcard’s digital capabilities and being 100% Cambodian owned and Proudly Khmer made a great match for VannDa as he works to elevate his career, said Cellcard Chief Executive Officer Ian Watson.

“We have been welcoming more and more talents to our Cellcard and Royal Group family, moving us into exciting new categories to provide a platform for our local talents to grow with us,” Mr Watson said.

“We are super pleased to have VannDa join Cellcard and look forward to exploring new horizons which will benefit the wider youth communities that we are engaging with and helping to build.

“As well as being an extremely talented artist, VannDa is a fighter and a champion of Cambodia’s proud, growing youth culture.”

VannDa’s Brand Ambassador agreement is part of a wider deal between Cellcard and Baramey Production.

Both companies are committed to evolving the talent management industry in Cambodia to be more inclusive with fair conditions and opportunities for artists across the board.

Founder and CEO, Laura Mam, said VannDa was passionate about giving back to his community and nation and was an active supporter of multiple charities and initiatives including using his recent album $KULL’s marketing efforts to raise money for those in need.

The $KULL charity sold out hundreds of limited edition t-shirts online to raise funds for at-risk families in Preah Vihear. The tees sold out in under 4 hours showing the dedication of his fans.

VannDa feels it is time to work alongside a brand that matches his aspirations, both as an artist and as a proudly Khmer advocate for improving lives, stated Laura Mam.