Eddie Watson Slams ‘Celebrity Worship’ Culture as He Becomes LTA Brand Ambassador

Monrovia Liberia: The Liberia Telecommunications Authority (LTA) has signed a long term agreement with Liberian born Ghanaian actor Eddie Watson, appointing him as its official brand ambassador. The deal, formalized through a Memorandum of Understanding (MoU), comes as a major endorsement of the entertainment sector’s role in national development.

During the signing ceremony held in Monrovia on thursday June 12, 2025, LTA Managing Director Abdullah Kamara praised Watson as one of Africa’s most celebrated movie actors, highlighting his media reach and influence.

According to him, the agreement signed is to ensure that the interests of the LTA be projected across media platforms by someone who commands an audience of over 1.1 million followers.

Director Kamara added that the LTA remains committed to leveraging the power of entertainment to enlighten citizens, especially youth, about the growing opportunities in the digital and technological sectors. 

He also disclosed that more Liberian influencers would be brought on board under the agency's 2025 fiscal plan to further boost local talent and empower aspiring creatives.

Speaking at the event, Eddie Watson expressed his readiness to partner with the LTA, but used the platform to deliver a subtle yet pointed critique of the Liberian entertainment establishment’s perceived bias toward foreign celebrities.

“Liberians need to support Liberian content and the creatives shaping this industry,” Watson said. “We must stop elevating outsiders while ignoring those making waves globally under the Liberian flag.”

— Eddie Watson

He cited the example of Nigerian reality TV star and Big Brother Naija winner White Money, who was controversially named an honorary member of the Liberian Senate and provided with an official government vehicle during a visit to the country.

Watson questioned why local stars like JZyNo and CIC who have topped international streaming platforms and brought Liberia global attention have not received similar recognition from their own government.

His comments have since stirred debate on social media, with many Liberians echoing his sentiment that the nation often fails to honor its own.

The iconic actor received his first Ghana Movie Award in 2014 for the film Ebola, which he wrote, directed, and produced. 

Watson is also widely known for his performances in Nollywood productions and international features, making him one of the few Liberian actors with pan-African acclaim.