Visa Appoints Joshua Baraka as Official Brand Ambassador

Visa, a global leader in digital payments, has appointed Joshua Baraka, one of Uganda’s leading young creatives, as a new Visa Brand Ambassador. 

The partnership reflects Visa’s commitment to connecting with the next generation of consumers through the creators and cultural voices shaping how they live, connect and participate in an increasingly digital world.

The collaboration brings together Visa’s global network and payments expertise with Joshua’s creativity, cultural influence and connection to young audiences across East Africa. 

Speaking on the announcement, Victor Makere, Visa’s Country Manager for Tanzania, Uganda, Rwanda and Burundi, said: “We are delighted to welcome Joshua Baraka as a Visa Brand Ambassador. Joshua represents the creativity, ambition and global outlook of a new generation of African talent. His journey, from building his craft at home to reaching audiences around the world, makes him a natural partner for Visa as we connect people to opportunities and experiences across borders.”

Joshua Baraka is one of Uganda’s fastest-rising music talents, recognised for his distinctive sound and growing international presence. Since his 2023 breakout single Nana, he has collaborated with artists across the continent and been selected as a Spotify RADAR Africa artist. With a strong connection to youth culture and a reputation for authenticity, Joshua has become part of a generation of creators reshaping how East Africa connects with culture and commerce.

Through the partnership, Joshua will feature in Visa-led consumer engagement initiatives designed to bring fans closer to music and culture through access, experiences and benefits. Visa’s role in music extends naturally from its role in payments: across the music journey, from discovery and ticketing to everyday commerce, Visa has an opportunity to give audiences a front-row seat to culture, bringing them closer to the artists, communities and moments shaping what is next.

Visa has a long-standing presence in Uganda, working with banks, mobile money operators, merchants and fintechs to expand digital payment acceptance, strengthen payment security and enable more consumers and businesses to participate in digital commerce.

Uganda’s young and increasingly digitally connected population is also driving new ways of creating, discovering, shopping and participating in commerce. Working with homegrown creators such as Joshua gives Visa an opportunity to meet consumers where music, culture and commerce increasingly intersect, while making the benefits of digital payments relevant to their everyday lives.

“This is about more than putting a familiar face alongside our brand,” added Makere. “Music has the power to connect people to communities, experiences and opportunities, and Visa can help enable that journey. For Joshua, whose rise from Kampala to the global stage captures the spirit of personal progress, this collaboration supports his journey as a global creative.

For his fans, it creates an opportunity for Visa to bring them closer to the music and culture they love through access and experiences, powered by secure, convenient digital payments. At the same time, it strengthens our commitment to financial inclusion and the growth of Uganda’s digital economy.”

The partnership builds on Visa’s approach of working with creators, athletes and cultural voices to connect its brand with the passions and experiences that matter to consumers. By bringing together payments, culture and creativity, Visa aims to make digital commerce more relevant and accessible to the next generation of consumers.