Ugandan music star Joshua Baraka has been appointed Visa’s first-ever Ugandan Brand Ambassador in a partnership aimed at connecting young consumers with music, entertainment and digital payment experiences.
The announcement, made on Thursday, November 5, 2026, comes at an exciting time for the singer, shortly before the release of his highly anticipated EP, Recess 2, and his upcoming B’rakaland EA concert.
The partnership will also see Visa take on a key partnership role at the B’rakaland EA concert, strengthening the connection between music, live entertainment and digital payments while creating opportunities for fans to enjoy enhanced experiences.
Baraka described the appointment as an exciting milestone in his career and a proud moment for Uganda, saying he was looking forward to using the partnership to inspire young people and celebrate the country’s creative talent.
“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,” Joshua Baraka said.
“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. I look forward to using this platform to inspire others, celebrate our creativity and bring fans closer to the music and experiences they love. This is another exciting chapter in my journey, and I cannot wait for what we will achieve together,” he added.
Victor Makere, Visa’s Country Manager for Tanzania, Uganda, Rwanda and Burundi, said Baraka represents the creativity, ambition and global outlook of a new generation of African talent.
He noted that the singer’s journey from Kampala to international audiences makes him a suitable partner as Visa seeks to connect consumers to opportunities and experiences across borders.
Baraka rose to prominence following the release of his breakout single Nana in 2023. He has since collaborated with several artists across the continent and earned recognition as a Spotify RADAR Africa artist.
Through the partnership, Baraka will feature in Visa-led campaigns and consumer engagement initiatives targeting music lovers, particularly young people who increasingly interact with entertainment through digital platforms.
Visa’s involvement in B’rakaland EA will further demonstrate how the global payments company is bringing its brand closer to consumers through cultural experiences, offering fans opportunities to connect with the music and entertainment they love.
Makere said the collaboration goes beyond having a familiar celebrity face associated with the brand, adding that music provides an opportunity to connect people to communities, experiences and opportunities.
The partnership also aligns with Visa’s efforts to expand digital payment acceptance in Uganda through collaborations with banks, mobile money operators, merchants and fintech companies.
The appointment marks another significant milestone for Joshua Baraka as he prepares to release Recess 2 to audiences and headline B’rakaland EA, adding to his growing profile as one of Uganda’s most promising musical exports.
