Joshua Baraka Named Visa’s First Ugandan Brand Ambassador

What the report says

Ugandan singer Joshua Baraka has been appointed Visa’s first-ever Ugandan brand ambassador, according to Nile Post. The partnership is aimed at helping the global payments company reach younger audiences through music, entertainment and digital engagement, while also supporting its wider effort to expand payment acceptance in Uganda.

The announcement came as Baraka prepares to release his upcoming EP, Recess 2, and to headline his B’rakaland EA concert on November 28 at Lugogo Hockey Grounds in Kampala. Visa said it will be involved in the concert and plans to use the event to connect with fans through live entertainment and payment-related experiences. Under the agreement, Baraka will appear in Visa campaigns and consumer engagement activities.

Baraka said the role is a significant milestone in his career and for Uganda’s creative sector. Visa’s regional country manager, Victor Makere, said the singer reflects the creativity and ambition of a new generation of African talent and noted that his rise from Kampala to a wider audience helped make him a fit for the partnership. The company said it wants to link consumers with opportunities and experiences beyond borders.

Baraka became widely known after his 2023 breakout single Nana and has since built a growing profile across the continent. The new partnership adds to his visibility as he continues to release new music and perform for regional audiences.