Takeaways

• Joshua Baraka has become Visa’s first-ever Ugandan brand ambassador in a massive deal to link youth with digital payments.
• The partnership includes Visa supporting Baraka’s big B’rakaland EA concert, which is scheduled for November 28 at Lugogo.
• Baraka is gearing up to drop his highly anticipated new EP, Recess 2, marking a huge milestone for the rising star.

Ugandan singer Joshua Baraka has been appointed Visa’s first-ever Ugandan brand ambassador in a partnership aimed at connecting young people with music, entertainment and digital payment experiences.

The announcement, made on Thursday, November 5, 2026, comes as the singer prepares to release his highly anticipated EP, Recess 2, and headline his upcoming B’rakaland EA concert.

As part of the partnership, Visa will also serve as a key partner for B’rakaland EA, scheduled for November 28 at Lugogo Hockey Grounds. The collaboration seeks to strengthen the link between music, live entertainment and digital payments while creating enhanced experiences for fans.

Baraka described the appointment as a significant milestone in his career and a proud moment for Uganda, expressing excitement about 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,” he 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 embodies the creativity, ambition and global outlook of a new generation of African talent.

Makere noted that the singer’s journey from Kampala to international audiences makes him an ideal partner as Visa continues to connect consumers to opportunities and experiences across borders.

He added that the partnership goes beyond associating the brand with a familiar celebrity face, explaining that music provides an opportunity to connect people to communities, experiences and opportunities.

Through the collaboration, Baraka will feature in Visa-led campaigns and consumer engagement initiatives targeting music lovers, particularly young people who increasingly engage with entertainment through digital platforms.

Visa’s involvement in B’rakaland EA will further demonstrate the company’s efforts to connect with consumers through cultural experiences, giving fans opportunities to engage with the music and entertainment they love.

The partnership also aligns with Visa’s broader efforts to expand digital payment acceptance in Uganda through collaborations with banks, mobile money operators, merchants and fintech companies.

Baraka rose to prominence in 2023 following the release of his breakout single Nana. Since then, he has collaborated with several artists across the continent and earned recognition as a Spotify RADAR Africa artist.

The appointment marks another major milestone in the singer’s growing career as he prepares to release Recess 2 and headline B’rakaland EA, further cementing his position as one of Uganda’s promising musical exports.