Visa has been unveiled as the Lead Partner for CRAFT Addis 2026, signaling a major push toward strengthening Africa’s creator economy and scaling the continent’s creative sector globally.
The partnership with Creative Arts for Transformation (CRAFT) reflects a strong alignment between the festival’s mission and Visa’s global efforts to empower creators through financial and digital infrastructure. Through initiatives such as the Visa Everywhere Initiative, Visa continues to support entrepreneurs and creatives in building scalable, sustainable ventures.
Speaking on the partnership, Yared Endale, Head of Eastern Africa and Country Manager Ethiopia at Visa, emphasized the need to remove barriers limiting creators’ growth.
“Africa’s creative economy is rich in talent, ambition, and global relevance. At Visa, our role is to remove the friction that holds creators back, whether that is paying for global platforms, accessing international markets, or receiving income digitally and securely. Through partnerships like CRAFT Addis, we are helping creatives move from passion projects to sustainable businesses that can compete and thrive on the world stage.”
Visa’s investment also targets structural challenges in Addis Ababa, where many SMEs remain offline despite contributing significantly to economic output. By driving digital payment adoption, the initiative aims to enhance financial inclusion, improve efficiency, and unlock access to credit.
Visa East Africa Marketing Director Sheila highlighted the broader vision behind the partnership:
“The creative economy is one of the fastest-growing sectors in Africa, and our goal is to ensure that talent is matched with opportunity. Our partnership with CRAFT reflects Visa’s global commitment to the creator economy. We want to provide the infrastructure that turns imagination into sustainable enterprise, ensuring Ethiopian creators can settle global expenses and reach international markets with confidence.”
Set to take place from April 30 to May 2, 2026, at the Adwa Victory Memorial Museum, the festival is expected to draw up to 10,000 participants from across the continent. The event will feature a Legacy Concert by renowned Ethiopian jazz icon Mulatu Astatke.
CRAFT Founder Zelalem Woldemariam underscored the importance of the collaboration in unlocking Africa’s creative potential:
“Africa’s imagination is one of the most valuable resources of the 21st century. With Visa as a lead partner, we are building the pathways that allow that imagination to move from local ideas to global markets.”
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