HABARI DAILY I Kampala, Uganda I His ability to resonate with the young generation through music, creativity and an increasingly international appeal has earned Ugandan singer Joshua Baraka a major endorsement deal, after global payments giant Visa named him its first-ever Ugandan brand ambassador.
The appointment marks a significant milestone in the singer’s rapidly growing career and signals Visa’s intention to use music, entertainment and popular culture to strengthen its connection with younger consumers in Uganda and across the region.
The partnership, announced on Thursday, comes at an exciting moment for Baraka, who is preparing to release his upcoming extended play (EP), Recess 2, while also gearing up for his highly anticipated B’rakaland EA concert scheduled for November 28 at Lugogo Hockey Grounds in Kampala.
Under the agreement, Baraka will feature in Visa-led marketing campaigns and consumer engagement initiatives aimed at connecting the global payments company with music lovers, particularly young people who increasingly interact with brands through digital platforms.
Visa will also play a key role in the B’rakaland EA concert, using the event as an opportunity to engage music fans through entertainment, interactive brand experiences and digital payment solutions.
For Visa, the collaboration represents an opportunity to move beyond traditional financial services advertising and tap into the influence of music as a powerful tool for connecting with consumers.
A proud moment for Ugandan music
Reacting to his appointment, Baraka described the partnership as an important career milestone and a proud moment for Uganda’s growing 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,” Baraka said.
He added that the partnership would give him an opportunity to connect with young people through music, culture and innovation while creating memorable experiences for his fans.
The singer said he hoped to use the platform to inspire young people and demonstrate that Ugandan creative talent could compete on the international stage.
His appointment also reflects the growing commercial value of Uganda’s entertainment industry, where musicians are increasingly becoming influential partners for multinational companies seeking to reach younger audiences.
Music to reach young consumers
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.
He cited the singer’s journey from Kampala to international audiences as one of the major reasons he was selected to represent the company.
According to Makere, Visa wants to connect consumers to opportunities and experiences that extend beyond geographical boundaries, with music providing an effective platform for achieving that ambition.
He emphasised that the partnership was not simply about associating the Visa brand with a popular celebrity but about using music to connect people to communities, experiences and opportunities.
The collaboration comes as Visa intensifies efforts to expand digital payment acceptance in Uganda through partnerships with commercial banks, mobile money operators, merchants and financial technology companies.
By associating with Baraka, the company hopes to tap into his youthful following and promote greater awareness and adoption of convenient digital payment solutions.
The November 28 B’rakaland EA concert will provide an important starting point for the partnership, bringing together music, entertainment and financial technology in an environment where Visa can interact directly with consumers.
The company is expected to use the concert experience to introduce fans to its brand and digital payment offerings while supporting the growing relationship between entertainment and financial innovation.
From Kampala to international recognition
Baraka’s appointment comes after an impressive rise in the East African and international music scenes.
He rose to prominence in 2023 following the release of his breakout single, Nana, which helped establish him as one of Uganda’s most promising contemporary musical talents.
Since then, he has collaborated with several artists across Africa, expanding his musical reach and building a growing international audience.
His recognition as a Spotify RADAR Africa artist further strengthened his profile as an emerging African music export, exposing his work to audiences beyond Uganda.
The upcoming release of Recess 2 and the B’rakaland EA concert are expected to mark another important chapter in his musical journey.
For Uganda’s entertainment industry, his selection as Visa’s first Ugandan brand ambassador is also a significant endorsement of the country’s creative potential.
As multinational brands increasingly recognise the influence of African music, partnerships such as this could open new commercial opportunities for local artists while giving Ugandan musicians greater international visibility.
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