KAMPALA, Uganda- Ugandan singer, songwriter and producer Joshua Baraka has been unveiled as Visa’s first-ever Ugandan brand ambassador in a partnership that will connect music, youth culture and digital payments across East Africa.
Visa announced the appointment on Thursday, November 5, 2026, during an event at its offices in Nairobi, Kenya.
The partnership places Baraka at the centre of the company’s consumer engagement initiatives under its ‘Making It’ campaign, which seeks to connect with younger audiences through entertainment, digital platforms and everyday payment experiences.
The collaboration will use the singer’s influence among young music fans to introduce Visa’s services through music-related experiences and consumer activations.
The appointment also gives Visa an opportunity to strengthen its engagement with Uganda’s growing digital payments market, where the company works with financial institutions, mobile money operators, merchants and fintech businesses to expand electronic payment acceptance.
Visa’s Country Manager for Tanzania, Uganda, Rwanda and Burundi, Victor Makere, said Baraka represented the creativity, ambition and international outlook of a new generation of African talent.
Makere pointed to the singer’s journey from Kampala to international audiences as one of the reasons he was a suitable partner for the campaign.
The partnership reflects Visa’s wider strategy of using cultural collaborations to make digital financial services more relevant to younger consumers.
Baraka described the appointment as a significant moment in his career and an opportunity to represent Uganda’s creative industry on an international platform.
Baraka described the appointment as a significant career milestone and an opportunity to represent Uganda’s creative industry internationally.
“Being appointed Visa’s first-ever Ugandan Brand Ambassador is an incredibly exciting and humbling milestone for me. It is a proud moment not just for my career, but also for Uganda and the incredible talent coming out of our country,” he said.
The singer said working with a global payments company aligned with his ambitions to take his music beyond Uganda and reach audiences in different markets.
He also welcomed the opportunity to connect with his fans through experiences that bring together music, culture and innovation.
“I am excited to partner with a globally recognised brand like Visa to create meaningful experiences for my fans and connect with young people through music, culture and innovation,” he added.
The appointment adds a commercial partnership to Baraka’s growing profile as one of Uganda’s emerging music exports.
His international recognition has grown through releases that have attracted audiences beyond his home market, including collaborations with other African artistes.
The announcement comes ahead of Baraka’s headline concert, B’rakaland EA, scheduled for November 28, 2026, at Lugogo Hockey Grounds in Kampala.
Visa will serve as a key partner for the event, bringing the company’s brand into the live entertainment experience through fan engagement and digital payment activations.
The partnership also points to plans for additional activities in Nairobi, although the organisers have yet to announce the details of the Kenyan engagements.
Baraka’s appointment also comes ahead of the release of his upcoming EP, Recess 2, scheduled for November 12, 2026.
The project follows a period of increased activity for the singer, who has continued to build his catalogue through solo releases and collaborations.
His recent music includes ‘Yoyo’ and ‘Commando’, a collaboration with Nigerian singer Tiwa Savage.
