CRAFT Addis 2026: Creative Arts for Transformation is proud to announce that Visa, a global leader in digital payments, has officially joined the festival as a Lead Partner. This partnership highlights a powerful alignment between Visa’s global commitment to the creator economy and the festival’s mission to transition Africa’s creative output from local talent to global enterprise.
Visa’s decision to partner with CRAFT Addis stems from a deep alignment between the festival’s mission and Visa’s global work to support the creator economy. Beyond CRAFT Addis, Visa supports the creative economy globally through a range of initiatives designed to help creators turn ideas into sustainable businesses. These include the Visa Everywhere Initiative, which empowers start‑ups and creative entrepreneurs to build and scale solutions on Visa’s network; creator-focused partnerships and campaigns that spotlight artists, designers, and storytellers on global platforms; and ongoing investments in digital acceptance, secure online payments, and cross‑border commerce that enable creators to reach audiences and clients worldwide. Together, these initiatives reflect Visa’s commitment to providing the financial infrastructure that allows creative talent to participate fully in the global economy.
The partnership also addresses the “structural ceiling” facing Ethiopia’s Small and Medium Enterprises (SMEs). While formal SMEs contribute up to 40% of GDP in emerging economies, over 50% of MSEs in Addis Ababa still operate entirely offline. By integrating digital payment solutions, these businesses can move from being “invisible” to building a digital footprint that improves creditworthiness and operational efficiency.
Yared Endale, Head of Eastern Africa & Country Manager Ethiopia at Visa, commented on the significance of this moment:
“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.”
Sheila, Marketing Director at Visa East Africa, added:
“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.”
Taking place from April 30 to May 2, 2026, at the Adwa Victory Memorial Museum, CRAFT Addis 2026 will serve as a Pan-African innovation platform. The festival will host up to 10,000 participants and feature a Legacy Concert by the legendary Dr. Mulatu Astatke.
“Africa’s imagination is one of the most valuable resources of the 21st century,” said Zelalem Woldemariam, CRAFT festival founder and CEO of Zeleman Communication. “With Visa as a lead partner, we are building the pathways that allow that imagination to move from local ideas to global markets.”
