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.

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The event, produced in partnership with Raha Fest, will celebrate the release of her sophomore album, “The Year I Turned 21”, and will be available for fans worldwide to experience on her official YouTube channel.

Ayra Starr, who is known for her distinct melodies and soulful blend of Afrobeats and pop international attention with hits like “Bloody Samaritan” and “Rush”.

Her rise in the music world has been powered not just by her undeniable talent but also by platforms like YouTube, which have enabled African artists to connect with audiences globally.

This concert will offer fans an intimate experience as Ayra Starr will perform new tracks from “The Year I Turned 21” alongside other fan favourites. The event will be livestreamed on YouTube, making it accessible to audiences all around the world, giving them the chance to be part of this special moment. 

Fans, Mobstarrs, as she calls them will also have the opportunity to engage directly with Ayra Starr through the “Woman Commando” YouTube Shorts challenge, allowing them to create and share their own interpretations of her hit single. 

Additionally, exclusive behind-the-scenes content will be captured, adding another layer of excitement to the experience, which will be shared on YouTube.

Nairobi, with its vibrant music scene, deep roots in African culture, and a youth population that adores Ayra Starr, was chosen as the perfect setting for this electrifying performance.

Ayra’s growing fan base across Kenya and East Africa makes the city a fitting backdrop for her first YouTube Live concert.

Speaking about the concert, Ayra Starr said, “Performing live is where I get to connect deeply with my fans, and I’m so excited to do this on a global scale from Nairobi. This album means so much to me, and I’m looking forward to sharing it with everyone through YouTube.”

Addy Awofisayo, head of Music Sub-Saharan Africa at YouTube, shared, “We are thrilled to host this Ayra Starr’s YouTube Live concert in partnership with Raha Fest. YouTube is not just a platform for music, but a place where artists from all over the world can connect directly with fans, no matter where they are. We’ve seen African music grow tremendously on YouTube, and this concert is a continuation of that journey—bringing Ayra Starr’s incredible talent to a global stage.”

“Raha Fest is proud to partner with YouTube to present an unforgettable music experience with the sensational Ayra Starr! By merging Kenya’s bustling creative scene with global acts, we’re fostering a cultural exchange and positioning Kenya as a global destination for tourism and entertainment,” said Ashleigh Ali, chief executive officer, Raha Creative Kenya.

YouTube has always been a major force in promoting African music to the world. More than 70% of watch time on content produced by channels in Nigeria comes from outside of Nigeria, showcasing how YouTube has provided a global audience for African music. 

The platform continues to be a key player in amplifying the voices of artists like Ayra Starr, who are shaping the sound of today’s music.

Fans around the world can tune in to watch the concert live on October 20, 2024, at 9 PM EAT on Ayra Starr’s official YouTube channel.

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These talented individuals represent the best and brightest minds of tomorrow, who are setting the stage for innovation and economic development on the continent. 

From groundbreaking entrepreneurs to young professionals who are making waves in their respective industries, the Forbes Africa 30 Under 30 Class of 2023 is a testament to the power of the African youth, and the potential they have to shape the future of the continent.

From across Nigeria, Botswana, Ghana, Namibia and other African countries, they are: 

1. Dr Wedu Tose Somolekae, 29, Botswana – Founder, Medi-Glow Aesthetics

Industry: Aesthetic medicine

2. Rosalia Nghitalesheni Joseph, 28, Namibia – Regional Coordinator, Women in Vector Control (WIVC), Central and Southern Africa

Industry: Medical entomologist/public researcher

3. Temilade Openiyi / ‘Tems’, 27, Nigeria – Singer-songwriter

Industry: Music and Entertainment

4. Dr Olivier Uwishema, 29, Rwanda – Founder, Oli Health Magazine Organization (OHMO)

Industry: Medicine/Research

5. Khethokuhle ‘Kay Yarms’ Ngonyama, 29, South Africa – Beauty Influencer

Industry: Content creation

6. Lethabo ‘Focalistic’ Sebetso, 26, South Africa – Rapper

Industry: Music and Entertainment

7. Joel Embiid, 29, Cameroon – Center for Philadelphia 76ers National Basketball Association

Industry: Professional Basketball Player

8. Oyinkansola Sarah Aderibigbe / ‘Ayra Starr’, 20, Benin/Nigeria – Singer

Industry: Music and Entertainment

9. Nompumelelo ‘Mpoomy’ Ledwaba, 29, South Africa – Entrepreneur/Digital Creator

Industry: Digital Marketing

10. Yvette Ishimwe, 25, Rwanda – Founder and CEO, Iriba Water Group

Industry: Water Solutions

11. Oluwabusayo Victoria Abiri. 29, Nigeria – Founder and CEO, Koko By Khloe

Industry: Beauty and Skincare

12. Hansel Ndu Okeke, 28, Nigeria – Co-founder and CEO, Weevil Company

Industry: Technology

13. Germain Ndu-Okeke, 24, Nigeria – Co-founder and Chief Operation Officer, Weevil Company

Industry: Technology

14. Asisat Oshoala, 28, Nigeria – Striker for Spanish Liga F club FC Barcelona and the Nigeria women’s national team

Industry: Professional Footballer

15. Jacques Jordaan, 27, South Africa – Co-founder and Director, Specno

Industry: Entrepreneur/Technology

16. Blessing Joel Abeng, 28, Nigeria – Co-founder and Director of Communications, Ingressive For Good

Industry: Branding and Communications

17. Jessica Mshama, 27, Tanzania – Founder and CEO, Nakua Na Taifa Langu, Director of Assumpter Digital Schools

Industry: Entrepreneur/Social Impact

18. Dricus ‘Still Knocks’ du Plessis, 29, South Africa – Professional mixed martial artist in Middleweight division of the Ultimate Fighting Championship (UFC)

Industry: Mixed Martial Arts (MMA)

19. Koaile Monaheng, 29, Lesotho – Associate Director and Shareholder, Khantša Energy

Industry: Renewable Energy

20. Isaack Damian Buhiye, 28, Tanzania – CEO, Firm 23 Limited

Industry: Digital Enterprise Solutions

21. Emmanuel Whajah, 29, Ghana – Creative Director, Videographer and owner of Emzy Production Films

Industry: Film and entertainment

22. Cheslin Denman, 29, South Africa – Managing Director and Co-Founder, Trustlink Africa Hub

Industry: Fintech

23. Mhlengi Mluleki Ngcobo, 28, South Africa – Founder and CEO, CoffeeMM

Industry: Agriculture

24. Talifhani Tshitwamulomoni, 29, South Africa – Chief Operation Officer, Green Development Foundation

Industry: Sustainability

25. Cody Gordon, 26, South Africa – Co-founder and CEO, CG Technology Group (be frank, Constructive Candor and It’sOk)

Industry: Mental Health Technology

26. Thembi Kgatlana, 26, South Africa – A Forward for NWSL club Racing Louisville FC and the South Africa women’s national team

Industry: Professional Football

27. Mohammed Kudus, 22, Ghana – Attacking midfielder for Eredivisie club Ajax and the Ghana national team

Industry: Professional Football

28. Sharva Hassamal, 29, Mauritius – Founder, Portage Labs

Industry: Information Technology

29. Mutethia Mbaabu, 29, Kenya – Co-founder and CEO, MarketForce

Industry: E-Commerce

30. Alessandrio Bergman, 29, South Africa – Founder, SYNC Model Management

Industry: Fashion and Marketing

The post Meet African Entrepreneurs who made the Forbes Africa 30 Under 30 Class of 2023 appeared first on Tech | Business | Economy.