From Nairobi to the GRAMMYs, tech entrepreneur and Whip Music founder Melissa Kariuki is proving that African innovation belongs on every global stage, even in music’s most prestigious halls.
The former Googler and Meta product growth lead has officially been named a member of the Recording Academy’s 2025 New Member Class, joining a select cohort of nearly 3,600 music professionals shaping the future of the industry.
The Recording Academy, home of the GRAMMY Awards, is more than just a music institution, it’s a global community that influences policy, uplifts creatives, and defines excellence.
This year’s class marks a significant shift: 49% women, 56% people of colour, and 60% under 40. Kariuki checks all those boxes, and more.
A Tech Mind in the Music World
Melissa’s journey began with grassroots passion — organizing open mics and art shows during her university days. Today, she runs Whip Music, a cutting-edge platform using AI, automation, and data-driven strategies to help artists grow their fanbases and break into global markets.
Since its founding, Whip Music has powered over 200 campaigns across Nigeria, Kenya, South Africa, and the U.S., supporting artists such as David Guetta, CKay, Ayra Starr, Fave, and The Cavemen.
The company offers emerging African artists access to powerful music promotion tools once reserved for major labels.
“This is a milestone in my music journey,” said Melissa Kariuki. “I never imagined that organizing campus open mics would lead me here, to building a music-tech company and now being invited to the Recording Academy. Some of life’s best gifts are found along the way. This is one of them.”
Championing African Voices, One Stream at a Time
In 2023, Whip Music became the first music-tech startup accepted into the Google for Startups Africa Accelerator and later forged a strategic partnership with Boomplay, Africa’s leading music streaming platform with over 100 million users.
Kariuki’s work is grounded in one core belief: Every African artist deserves to be heard. With over 100,000 new songs uploaded to Spotify daily, standing out is harder than ever. That’s where Whip steps in, breaking down barriers and building bridges between creators and global audiences.
From Africa to the Academy
Kariuki’s induction into the Recording Academy doesn’t just mark a personal achievement, it represents a broader shift toward inclusive global representation in the music industry.
As a tech founder with a passion for music and a deep commitment to African talent, she’s not just joining the conversation, she’s helping rewrite it.
As a member, she’ll contribute to the GRAMMY voting process and help shape initiatives around equity, innovation, and creator rights, reinforcing the message that African stories, talents, and tech are indispensable to the future of music.
“At Whip, we’re using technology to level the playing field,” Melissa Kariuki said. “Being part of the Recording Academy is an opportunity to elevate not just my voice, but the voices of thousands of African artists building something extraordinary.”
The GRAMMYs just got a little more African, and a lot more innovative.
