Joshua Baraka becomes Visa’s first Ugandan brand ambassador

Visa has named Joshua Baraka its brand ambassador, the first Ugandan to take on the role. The partnership was announced on Thursday 5 November 2026.

Baraka will appear in Visa campaigns aimed at music fans, especially young people who follow and pay for entertainment online. The value and length of the deal have not been disclosed.

The first stopB’rakaland EA

The partnership starts close to home. Visa is backing B’rakaland EA, Baraka’s headline concert at Lugogo Hockey Grounds in Kampala on 28 November 2026, and will use the show for fan experiences and digital payments.

For Visa, the deal is also part of a wider push to grow digital payments in Uganda through banks, mobile money operators, merchants and fintech companies.

The artistFrom Kampala outward

Baraka broke through in 2023 with “Nana”, which took him well beyond Uganda. He has since worked with artists across the continent and was picked for Spotify’s RADAR Africa programme for emerging artists. He is also preparing to release his EP Recess 2.

Victor Makere, Visa’s country manager for Tanzania, Uganda, Rwanda and Burundi, said Baraka represents “a new generation of African talent.” Baraka called the appointment an “incredibly exciting and humbling milestone” and said he sees it as a chance to put Ugandan creativity in front of more people.