Ugandan singer Joshua Baraka has been named Visa's first-ever Ugandan brand ambassador, marking a partnership through which the global payments company hopes to use music and entertainment to connect with younger consumers.
The announcement, made on Thursday, comes as Baraka prepares to release his upcoming EP, Recess 2, and stage his B'rakaland EA concert later this month.
Visa will play a key role in the November 28 concert at Lugogo Hockey Grounds, using the event to engage music fans through entertainment and digital payment experiences.
Baraka described the appointment as an important career milestone and a proud moment for Uganda, saying he hoped to use the partnership to inspire young people and promote the country's creative talent.
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"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," Baraka said.
He added that the partnership would allow him to connect with young people through music, culture and innovation while creating experiences for his fans.
Visa's Country Manager for Tanzania, Uganda, Rwanda and Burundi, Victor Makere, said Baraka represents the creativity, ambition and global outlook of a new generation of African talent.
Makere cited the singer's journey from Kampala to international audiences as one of the reasons he was selected, adding that Visa wanted to connect consumers to opportunities and experiences beyond geographical borders.
Under 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.
The collaboration also comes as Visa seeks to expand digital payment acceptance in Uganda through partnerships with banks, mobile money operators, merchants and fintech companies.
Baraka rose to prominence in 2023 following the release of his breakout single, Nana. He has since collaborated with several artists across the continent and earned recognition as a Spotify RADAR Africa artist.
Visa's involvement in B'rakaland EA is expected to provide the company with a platform to engage consumers through live entertainment, while giving fans opportunities to interact with the brand through the concert experience.
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Makere said the partnership went beyond associating Visa with a celebrity, arguing that music offered an opportunity to connect people to communities, experiences and opportunities.
The appointment adds to Baraka's growing profile as one of Uganda's emerging musical exports as he prepares to release Recess 2 and headline B'rakaland EA.
