Visa Names Joshua Baraka Its Brand Ambassador, Bringing Ugandan Music Closer to Fans

Visa has appointed Joshua Baraka, one of Uganda’s leading young creatives, as its newest Brand Ambassador. The partnership brings together the global payments network and a rising East African voice, with a shared aim of bringing fans closer to the music and culture they love through secure, convenient digital payments.

It is a pairing that reflects where music, culture and commerce now meet, especially for a young and increasingly digital audience.

Who Is Joshua Baraka

Joshua Baraka is one of Uganda’s fastest-rising music talents, known for a distinctive sound and a growing international presence. His 2023 breakout single Nana opened doors across the continent, leading to collaborations with artists in several markets and a selection as a Spotify RADAR Africa artist. With a strong connection to youth culture and a reputation for authenticity, he has become part of a generation of creators changing how East Africa connects with culture and commerce.

What the Partnership Will Do

Joshua will feature in Visa-led consumer engagement initiatives designed to bring fans closer to music through access, experiences and benefits. Visa’s role in music follows naturally from its role in payments. From discovering an artist to buying a ticket to everyday spending, the company sees a chance to give audiences a front-row seat to culture, closer to the artists, communities and moments shaping what comes next.

Victor Makere, Visa’s Country Manager for Tanzania, Uganda, Rwanda and Burundi, said Joshua represents “the creativity, ambition and global outlook of a new generation of African talent.” He added that Joshua’s journey, from building his craft at home to reaching audiences worldwide, makes him a natural partner as Visa connects people to opportunities and experiences across borders.

Makere was clear that the deal goes beyond visibility. 

“This is about more than putting a familiar face alongside our brand,” he said. “Music has the power to connect people to communities, experiences and opportunities, and Visa can help enable that journey.” 

For Joshua, he said, the collaboration supports his path as a global creative, while for fans it opens up access and experiences powered by secure, convenient digital payments.

Visa’s Role in Uganda’s Digital Economy

Visa has a long-standing presence in Uganda, working with banks, mobile money operators, merchants and fintechs to widen digital payment acceptance, strengthen payment security and help more consumers and businesses take part in digital commerce. Uganda’s young, digitally connected population is changing how people create, discover, shop and participate, and working with homegrown creators like Joshua lets Visa meet consumers where music, culture and commerce overlap.

The partnership also supports Visa’s commitment to financial inclusion and the growth of Uganda’s digital economy, and builds on its wider approach of working with creators, athletes and cultural voices to connect with the passions that matter to consumers. By bringing payments, culture and creativity together, Visa aims to make digital commerce more relevant and accessible to the next generation.

For Joshua Baraka, it is another step on a rise that has moved from Kampala to the global stage. For fans across East Africa, it could mean closer access to the music they love.