Ugandan music star Joshua Baraka has landed a major brand partnership after being appointed Visa’s first-ever Ugandan Brand Ambassador, marking another milestone in his growing international career.
Announced on Thursday, November 5, 2026, the partnership will bring together music, entertainment and digital payments, with a particular focus on connecting young consumers to experiences through culture and technology.
The appointment comes as Baraka prepares for the release of his highly anticipated EP, Recess 2, and his upcoming B’rakaland EA concert.
As part of the collaboration, Visa will take on a key partnership role at B’rakaland EA, linking the global payments brand with the live music experience and creating opportunities for fans to engage with the event through digital payment experiences.
Baraka described the appointment as both a personal achievement and a proud moment for Uganda’s creative industry.
“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 added that he hopes the partnership will help him connect with young people and create meaningful experiences for his fans.
“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,” he added.
Victor Makere, Visa’s Country Manager for Tanzania, Uganda, Rwanda and Burundi, said Baraka reflects the creativity, ambition and international outlook of a new generation of African artists.
Makere pointed to the singer’s journey from Kampala to international audiences as one of the reasons he is a suitable partner for the company.
He explained that the collaboration is about more than celebrity endorsement, with music providing an opportunity to connect people to communities, experiences and opportunities.
Beyond the concert partnership, Baraka will feature in Visa-led campaigns and consumer engagement initiatives targeting music fans, particularly young people who increasingly engage with entertainment through digital platforms.
The collaboration also fits into Visa’s wider efforts to expand digital payment acceptance in Uganda through partnerships with banks, mobile money operators, merchants and fintech companies.
Baraka rose to prominence with his breakout single Nana in 2023. He has since worked with artists across the continent and earned recognition as a Spotify RADAR Africa artist.
His appointment adds another high-profile development to a career that continues to reach beyond Uganda, coming at a time when he is preparing to introduce new music through Recess 2 and bring fans together for B’rakaland EA.
With Visa now attached to his journey, the partnership creates another connection between Uganda’s growing music scene and global commercial brands.